Citroën Ami: Italy's Market Leader Shines at Milan Design Week in Creative Partnership with Scarabeo

The Citroën Ami is, without a doubt, a phenomenon in Italy. Much more than just an electric quadricycle, the small Citroën has established itself as a formidable tool for the brand, allowing it to conquer new audiences and communicate in a bold way, particularly through striking initiatives like GenerationAmi. Its commercial success is undeniable, as it continues to lead sales in its segment in the first quarter of the year. Building on this momentum, the Citroën Ami recently created a stir and demonstrated its icon status by partnering with an Italian institution during the prestigious Milan Design Week, with a proposition as unexpected as it was relevant.

AMI le parole: when the mobility icon meets the timeless game Scarabeo in Milan

From April 8 to 13, Milan Design Week was the stage for an unprecedented and meaningful encounter: that of the Citroën Ami - 100% ëlectric and Scarabeo, the famous Italian word game, as part of the initiative called "AMI le parole" ("AMI the words"). This collaboration united two symbols of Italian ingenuity and creativity to celebrate the value of design and words. Scarabeo, with its iconic blue and instantly recognizable letters, literally dressed the Citroën Ami, transforming the electric quadricycle into a truly mobile and playful communication medium.

The choice of this partnership is far from random. It is based on a foundation of shared values between the Citroën Ami and Scarabeo. Firstly, creativity and design: while the Ami revolutionized urban mobility with its iconic and bold style, Scarabeo has managed to combine game strategy with timeless design. Secondly, simplicity and accessibility: both the Ami and Scarabeo are designed to be intuitive, easy to use, and accessible to everyone, thus democratizing mobility or gaming. Thirdly, personalization: the Ami offers configuration options, just as Scarabeo allows infinite word combinations, inviting personal expression. Finally, sociability and sharing: both of these "objects" are intrinsically linked to human connection, designed to bring people together and foster interactions, whether on the road or around a game board.

This meeting came to life on the lively streets of Milan and at the heart of the special Maison Citroën, located at Coin Milano Cinque Giornate. The goal was to invite the public to explore new synergies between mobility, design, and play. Milan Design Week, a key event in global design, provided the perfect setting for this bold initiative. The Citroën Ami was transformed into a "mobile dashboard" where words became a dynamic element of the urban landscape. Carried by a "customized" vehicle, decidedly sustainable, bold, and original, designed for green mobility, the Scarabeo Ami immersed itself in the flow of Milanese traffic, carrying messages.

Beyond the visual aspect, the initiative included several concrete manifestations. A Citroën Ami Special Edition, inspired by contemporary trends and Scarabeo's graphic elements, was exhibited in a dedicated space within the Maison Citroën. In parallel, a more dynamic and "playful" livery was applied to eight other vehicles. Each of these eight vehicles displayed a Scarabeo "mobile letter," and positioned at strategic points throughout Design Week, they formed words carrying positive and inclusive messages, particularly against harassment. This visual and symbolic game thus animated the heart of the event, celebrating language, movement, and personal expression in an engaging and memorable way.

Commercial leadership and social icon: the successful double life of the Citroën Ami in Italy

While participation in Milan Design Week highlights the iconic and cultural potential of the Citroën Ami, it is crucial to recall its resounding commercial success in Italy. The electric quadricycle quickly established itself as the undisputed leader in its segment, holding an impressive market share of 40.4% in the first quarter of this year. This leadership is all the more remarkable as it occurs in a context of increased competition in the light quadricycle market, with the arrival of new players and competing models, notably the Fiat Topolino, seeking to gain a foothold in this promising urban mobility segment. The Ami's ability to maintain such dominance testifies to the relevance of its offering and its suitability for the needs of Italian city dwellers.

Beyond sales figures, the Citroën Ami has become a true icon for the brand in Italy. Its popularity and disruptive design have made it a unique communication vector. Citroën has intelligently used the Ami to reach new audiences, far beyond traditional car buyers. Its accessibility, both in terms of price and age (accessible from 14 in Italy with the AM license), has opened doors to younger generations and families looking for a practical and affordable urban mobility solution. The brand communicates differently, emphasizing values of freedom, independence, and social engagement.

The most striking example of this strategy is the "Generation AMI – an anti-harassment school" project. Born following an attack suffered by a model, this educational initiative has grown into a nationwide program. Over the past three years, GenerationAmi has involved more than 17,000 students and over 50 schools throughout Italy. This project has allowed Citroën to associate the image of the Ami with a strong and positive social message, demonstrating that the vehicle can be a tool to address important themes with young people. Alongside this message of social responsibility, the Citroën Ami also embodies a model of sustainable and accessible mobility. It has thus allowed younger generations, often very sensitive to environmental issues, to concretely explore the themes of environmental innovation and inclusivity through an everyday object. The Ami is no longer just a means of transport; it is a rolling manifesto, carrying values and a lifestyle.

Undoubtedly, Citroën has a true star in the Ami in Italy. This unique vehicle has managed to establish itself on several fronts simultaneously. It is an icon for the brand, whose design and personality leave a mark on minds and urban landscapes. It is a formidable tool for reaching new audiences, especially young people, and for conveying relevant social and environmental messages. Finally, it is a major commercial success, proving its ability to meet a concrete need for urban mobility in a competitive market. Its participation, renewed over the years, in major events like Milan Design Week, and its ability to partner with brands as iconic as Scarabeo, prove this once again. The Citroën Ami continues to surprise and seduce, confirming its central position in Citroën's strategy, particularly in the dynamic Italian market.