Dan Trent writes:
The only thing more astounding than Sebastian Loeb’s sixth consecutive WRC title – and Citroen’s fifth manufacturer crown – is the firm’s complete lack of interest in cashing in on this incredible record with a range of suitably spicey hot hatches.

Oh, hang on, they do make a ‘By Loeb’ special edition C4. With a 1.6-litre engine boasting – hold onto your socks – 150hp in its most potent form.

Sorry Citroen, not good enough, especially considering Mini has got well over 200hp out of a version of the same engine. Loeb’s name should be on a car trading blows with the Renaultsport Megane 250 and Focus RS, not peddling some bog standard C4 with little more than a set of white rims and a spoiler tacked on.

OK, rallying doesn’t have the profile it once did. But just look back over the years and see what success in the sport has done for the reputations of Ford, Subaru, Mitsubishi and others. Hell, even Skoda at the pits of its laughing stock status a few years back managed to convince people its cars weren’t totally hopeless by winning a few rallies. It’s a perfect opportunity too – unlike F1 you’re not spending millions on a car that has nothing whatsoever to do with the products you actually sell (yes Toyota, I’m looking at you…). You’re out there winning races – championships – in a car that looks to all intents and purposes the same as the ones in your showroom. You’ve got a rock-solid relationship with the most successful driver in the sport. So if brand image is all about credibility and success it seems Citroen is missing a golden opportunity to cash in.

Somebody please translate 'race on Sunday, sell on Monday' into French and ask Loeb to write it in tyre rubber on the tarmac outside Citroen’s HQ…

Dan
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Links:
Renaultsport Megane 250 - the geek's review
First drive: Ford Focus RS
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