In Ireland, the first quarter of the calendar year generally represents around 60% of sales for automotive brands, with new registrations on January 1st helping to generate approximately 30% of those sales. With the release of the 201 plate in January 2020, Citroën was looking to build on a positive 2019 with a campaign that could successfully combine rational and emotional elements to appeal to car buyers and van buyers alike, and continue the brand’s rise in Ireland.