Citroën becomes official car of the 2026 Giro d’Italia: the new C5 Aircross takes center stage

It is an understatement to say that Citroën is proving to be extremely dynamic and active in Italy at the beginning of 2026. The brand is multiplying large-scale initiatives to strengthen its proximity to the Italian public. Following its successful stint as a sponsor of the Winterland Tour with Radio Italia, the French manufacturer is now taking another major step in its communication strategy. The brand has officially announced its partnership with the Giro d’Italia, the world-renowned Italian cycling tour, as well as with all major Italian cycling races of the season. This return to the forefront of the cycling world demonstrates a strong desire to place its models at the heart of popular excitement and the peninsula's most iconic landscapes.

A strategic partnership with RCS Sport and the new SUV C5 Aircross

The official announcement of this partnership agreement took place today in Turin, during a highly anticipated press conference presenting the Milan-Turin race. Citroën is now the mobility partner of RCS Sport, the historical organizer of Italy's greatest cycling events. To seal this union, a symbolic key handover was organized at the Stellantis headquarters, located at Via Plava 80. On this occasion, the new SUV C5 Aircross was officially designated as the official car of the 2026 Giro d’Italia. This model, the flagship of the brand's comfort philosophy, will be a primary protagonist across all stages of the Giro d'Italia, as well as the Giro E, the Giro d'Italia Women, and the Giro Next Gen.

Citroën's commitment goes beyond the Tour of Italy alone. The fleet of new SUV C5 Aircross vehicles will accompany riders throughout the entire RCS Sport calendar, including the prestigious Grand Classics and Gran Fondos. Spectators will be able to spot the brand's vehicles during legendary events such as the Strade Bianche (starting March 7), Tirreno-Adriatica, Milan-San Remo, the Giro d’Abruzzo, Gran Piemonte, and Il Lombardia. For Citroën, tackling the cobblestones or dirt roads of the Strade Bianche provides the ideal setting to demonstrate the effectiveness of the Citroën Advanced Comfort program. The SUV C5 Aircross transforms here into a true mobile operational unit, capable of managing the most complex logistical challenges at the heart of the race.

Official statements from RCS Sport and Stellantis leadership

The deployment of such logistics is based on a shared vision between the sports organizers and the brand's executives. During the ceremony in Turin, key officials spoke to highlight the significance of this agreement.

Paolo Bellino, CEO and General Manager of RCS Sports & Events, stated: "Milan-Turin celebrates an extraordinary milestone: 150 years of history, making it the oldest classic in world cycling. A unique sporting heritage that continues to renew itself while preserving its values and international prestige. The 2026 edition, with the confirmation of the finish at Superga, reinforces the strong bond that unites this race with the territories that made it legendary. We are proud to present a race of the highest technical and sporting level, and to do so with top-tier partners. In this regard, the agreement with Citroën represents a new step in the development of our event system and strengthens the value and visibility of RCS Sport races internationally."

For her part, Antonella Bruno, Managing Director of Stellantis Italy, emphasized the popular dimension of this commitment: "The partnership with RCS Sport is extremely valuable because it concerns some of the most followed and iconic events in the country, and not only in the sporting field. These events, deeply rooted in the collective imagination and popular culture, embody excellence. They constitute an extraordinary stage, literally spanning across Italy, captivating and exciting millions of people and addressing diverse communities. For us, this means being present where our customers live and travel, promoting a popular brand like Citroën and supporting a major event with efficient, safe, sustainable, and accessible mobility solutions."

Finally, Giovanni Falcone, Managing Director of Citroën Italy, detailed the reasons for this strategic choice: "Our decision to focus on cycling stems from a deep affinity: it is one of the sports closest to the people and therefore perfectly in line with our brand. It is a democratic and accessible discipline, but also very innovative and competitive, embodying the founding values of Citroën's identity: audacity, popular spirit, and a commitment to sustainable development. Citroën's relationship with cycling is long-standing, but this partnership goes beyond simple sports sponsorship and offers Citroën the opportunity to be physically present with enthusiasts across the country. For over 100 years, we have accompanied Italians on their roads, and supporting historical events like the Giro d'Italia and the Great Classics is a way to celebrate our deepest and most authentic bond with Italy."

A return to roots for maximum visibility

As a reminder, Citroën made a high-profile return to the cycling world a few years ago by becoming the title sponsor of the AG2R Citroën team. However, that adventure as a co-funder of a professional racing team ended relatively quickly. This time, the brand is adopting a different and complementary approach by becoming the official car of the races themselves. This status allows it to benefit from direct exposure to millions of spectators gathered along the roadsides and in front of their screens, without the constraints of managing a sports team.

By leveraging the strength and immense visibility generated by the Giro d’Italia and the Classics, Citroën ensures a presence as close as possible to the Italian public. This tactical choice confirms that Citroën is particularly dynamic in Italy at the start of 2026. By securing strategic partnerships of this magnitude, the Double Chevron brand is not just presenting its new products; it is permanently embedding itself in the cultural and sporting heritage of one of its most loyal markets. The new SUV C5 Aircross could not have asked for a better ambassador for its commercial launch than the legendary roads of Italian cycling.