Citroën at Radio Italia Winterland 2026: outstanding success for New SUVs

Just a few days ago, we discussed Citroën's renewed partnership with Radio Italia for the Winterland 2026 tour. This strategic collaboration, which places the brand at the heart of the most prestigious ski resorts, reached a new milestone this weekend, February 14-15, as the village set up in Madesimo. As the Citroën caravan continues its Alpine journey, the brand has shared impressive figures from the previous stages. The results are clear and confirm the effectiveness of this field-based approach in attracting families seeking versatility.

Record-breaking figures validating Citroën’s proximity strategy

The Gressoney stage, the fourth of this winter tour, marked a significant turning point. In just four events, Citroën has already registered over 800 qualified leads and conducted approximately 400 test drives. This data reflects a massive public interest in the brand's renewed line-up. With an average of 200 contacts per weekend and 50 daily test drives, the "Maison Citroën" pop-up chalet has remained consistently busy.

For Citroën, the stakes of this tour go beyond a simple static display. The brand's historical goal has always been to get drivers behind the wheel to experience the signature comfort of their chassis. By offering these tests in real-world conditions on demanding mountain roads, Citroën is successfully converting curiosity into concrete purchase intent. The feedback from this weekend in Madesimo suggests a significant volume of orders in the coming weeks, proving that direct contact remains an unparalleled conversion tool in the automotive industry.

The New SUV C3 Aircross: Bold versatility at an accessible price

Taking center stage, the New SUV C3 Aircross is establishing itself as the ideal solution for modern families. With a compact length of 4.39 meters, it manages to offer up to 7 seats, a first for the B-segment in Europe. Its robust design, featuring a ground clearance of over 200 mm and strong vertical lines, provides an immediate sense of safety, which is essential for mountain use.

The onboard experience is defined by the "C-Zen-Lounge" concept. Winterland visitors were able to discover an interior designed like a living room, featuring the famous Advanced Comfort® seats and the suspension with progressive hydraulic cushions. Starting at 18,900 euros (or from 129 euros per month*), the C3 Aircross does not sacrifice technology for affordability. The inclusion of an 8-year "Citroën We Care" warranty across the range reinforces peace of mind for future buyers, whether they choose internal combustion, hybrid, or 100% electric powertrains.

The New SUV C5 Aircross: The pinnacle of comfort and electrification

The larger sibling in the range, the New SUV C5 Aircross, holds an equally strategic position in the Winterland village. As a benchmark for modularity and onboard silence, it uses this event to showcase its off-road capabilities and ease of use on snow. This mountainous setting allows potential customers to experience the smoothness of the Hybrid 145 Automatic version, offered at a competitive price of 28,900 euros.

The C5 Aircross is also taking a major step forward with the introduction of high-performance 100% electric versions. The "Comfort Range" features a 73 kWh battery for a 520 km range, while the upcoming "Long Range" version promises to reach 680 km with its 97 kWh battery. This variety of powertrains, including the 225 hp plug-in hybrid, allows Citroën to meet the specific needs of both long-distance travelers and city dwellers, while ensuring top-tier trunk volume and interior space.

Upcoming Tour Dates 2026	Dates
Madesimo (SO)	Feb 14 – 15
Limone Piemonte (CN)	Feb 21 – 22
Santa Caterina Valfurva (SO)	Feb 28 – Mar 1
Plan de Corones (BZ)	Mar 7 – 8

A strategic investment in human connection

In conclusion, Citroën's participation in the Radio Italia Winterland tour represents a significant marketing investment, but one that pays off immediately. Beyond the potential orders generated by hundreds of test drives, this operation allows the brand to reconnect with "real people." By joining families during their leisure time, Citroën moves beyond the formal showroom environment to offer a fun and educational experience.

Between music sets played by Radio Italia, visitors can learn about sustainable mobility through quizzes and games at the Maison Citroën. This human proximity and the ability to simplify access to the mobility of tomorrow are at the core of Citroën’s identity. The success seen in Gressoney and Madesimo proves that, more than ever, the brand remains a popular reference capable of blending passion, comfort, and pragmatism.