Citroën Ami: from music awards star to anti-bullying icon in Italy

For the third consecutive year, I'm pleased to report that Citroën has renewed its significant partnership with one of Italy's most celebrated music events, the TIM Music Awards. On September 12th and 13th, the magnificent Verona Arena resonated with the sounds of top Italian artists during a spectacular show broadcast live on the national channel, Rai 1. At the heart of this celebration, Citroën chose to spotlight not a large family vehicle, but its most daring and youth-focused mobility solution: the 100% electric Ami. This presence was far from being just a marketing move; it carried a powerful social message, cementing the unique role this microcar now plays in the Italian landscape.

The Ami: more than a microcar, a symbol for italian youth

In Italy, Citroën has discovered that the Ami is an extraordinary communication tool. This small electric quadricycle, accessible from the age of 14 without a driver's license, is much more than a simple solution for urban micro-mobility. It has become a genuine phenomenon among young people, offering them safe, environmentally friendly freedom and independence. With a top speed of 45 km/h and a range of up to 75 km, it is perfectly suited for daily commutes, while its 5.5 kWh battery can be fully recharged in about three hours from a standard household socket. But beyond its technical specifications, Citroën has skillfully transformed the Ami into a vehicle for social engagement. It serves as the flagship for the "Generation AMI – anti-bullying school" initiative. For the past four years, this ambitious program has aimed to raise awareness among Italian youth about the fight against bullying and cyberbullying. By promoting values of respect, dialogue, and inclusion, Citroën is making a direct impact on students' lives. Music, as a universal language, becomes a natural ally in reaching the hearts and minds of this generation. By placing the Ami on the stage of the TIM Music Awards, the brand is doing more than just showcasing a product; it is giving national visibility to its fight for a safer and more respectful environment for young people.

A 360-degree communication strategy in the heart of the Verona Arena

During these two exceptional evenings, hosted by the famous Italian presenters Carlo Conti and Vanessa Incontrada, Citroën executed a memorable communication plan. The Ami was not merely displayed outside the venue; it was featured prominently within the Arena itself, under the spotlights, and seen by millions of viewers during the prime-time broadcast on Rai 1. Each time the Ami appeared on screen, it served as a reminder of its underlying social mission. To further amplify the initiative's reach, a brand spokesperson was featured on Radio Italia Solomusicaitaliana, an official partner of the event. This interview provided an opportunity to detail the actions of the "Generation AMI" program and highlight Citroën's concrete involvement with thousands of students across the country. Giovanni Falcone, Managing Director of Citroën Italy, perfectly captured the spirit of this partnership in a statement that reflects the brand's vision.

"We are proud to once again support the TIM Music Awards, an event that celebrates music and collective emotion, but which also allows us to continue our tangible commitment to young people. With 'Generation AMI – anti-bullying school,' we aim to promote fundamental values such as respect and inclusion, themes in which Citroën deeply believes. To do so through the Ami, our 100% electric model designed for the new generations, means giving them not only a voice but also a tool for sustainable and accessible mobility."

By aligning with such a popular and unifying event as the TIM Music Awards, Citroën reaffirms its DNA as a brand that is close to people, their daily lives, and their aspirations. This partnership is a deliberate reflection of a strategy that places human and societal values on the same level as automotive innovation. It is therefore a natural fit for the brand to support culture and music while simultaneously promoting its most relevant tool for youth: the Ami, here transformed into a true anti-bullying standard-bearer. More than ever, Citroën demonstrates its desire to be in direct contact with the public, not just by offering vehicles, but also by providing tangible support and immediate action on major societal issues. It is an authentic and necessary approach that, I believe, can only strengthen the bond between the brand and its audience.