Abstract

The understanding of the meaning of Customer Engagement in the automotive market, imposes the knowledge of the peculiarities of which the system of communication and the dynamics is characterized in the cycle of purchase. From the beginning of 2009 Citroen has begun a process of renewal of the brand image that has brought radical changes in the communication brand strategy, especially in the customer relationship management. The search of the continuous novelty in the product as in the communication, of the involvement with the brand, are stimulated by punctual indications on the formality in which we approach to the client, beginning from the moment in which we communicate through the advertising, up to the reception in the store, and the way that must bring the client toward the decision of purchase. We need a brand in which prospects and clients can be identified and that represent the values of people who has knowingly chosen it.