Citroën Berlingo: Discover its humorous ad in Morocco

The Citroën Berlingo, an iconic vehicle from the brand with the double chevrons, has followed a unique path in the European market. After a brief return to diesel engines, it is now only available as a fully electric version on the continent. However, outside of Europe, the Berlingo continues to appeal with its thermal powertrains, as evidenced by its recent launch in Morocco, accompanied by a humorous advertisement that we invite you to discover. This dual strategy illustrates Citroën's adaptation to different regulations and market expectations worldwide, while maintaining the essence of a practical and family-friendly vehicle.

An ingenious moroccan advertisement: the Berlingo western style

Citroën Morocco's recent advertisement, notably shared on LinkedIn, is a true masterpiece. Set in a western landscape, it features cowboys and a sheriff facing the challenge of transporting goods. The humor arises from the contrast between the classic imagery of the Wild West, dominated by horses and stagecoaches, and the unexpected and timely arrival of the Citroën Berlingo. This counterpoint between modernity and antiquity is particularly well-conceived. The scene where the characters struggle to transport multiple packages before the Berlingo's appearance lightly highlights its immense loading capacities. The message is clear: where traditional methods reach their limits, the Berlingo offers an efficient and modern solution. The ad portrays a sheriff who is initially skeptical but then impressed by the vehicle's efficiency. The narrative is simple yet effective, almost testimonial, reinforcing the credibility of the message.

Beyond the visual aspect, the advertisement focuses on human connection and proximity, values dear to Citroën. By using the Moroccan dialect (Darija) and featuring a satisfied customer, the brand strengthens its local roots. This "glocal" communication approach—global in strategy but local in form—demonstrates Morocco's strategic importance for Citroën. It conveys key messages of trust, accessibility, modernity, and reliability. The Berlingo is presented not only as a practical utility vehicle but also as one that understands and meets the daily needs of families and professionals. The slogan "From start to finish, Berlingo, the best story" reinforces this idea of reliability and versatility, emphasizing that the Berlingo is the ideal companion at every stage of life. The images of the vehicle traversing Moroccan roads, in landscapes reminiscent of the western universe, further reinforce the vehicle's suitability for its environment and users.

The thermal Berlingo: a strategic choice outside Europe

The fact that the Berlingo remains available with thermal engines outside the European Union, particularly in Morocco, is a relevant strategic decision by Stellantis. This choice allows Citroën to meet the specific needs of markets where electric charging infrastructure is less developed or where demand for thermal vehicles remains strong. The launch in Morocco will undoubtedly help increase the brand's sales in the region, offering customers a more versatile and potentially more affordable option for their daily and professional needs. The images of the Berlingo traversing desert tracks highlight its robustness and adaptability to various driving conditions.

However, this situation underscores Stellantis' regrettable decision to "sacrifice" the thermal Berlingo in Europe, as well as its equivalents from sister brands like Peugeot and Opel. This decision, driven by the need to avoid fines related to CAFE (Corporate Average Fuel Economy) standards in Europe, has deprived European customers of a modern, family-friendly, and comfortable vehicle. This regret is even stronger considering that the Berlingo benefited from a significant restyling at the end of 2024, bringing it an updated design and improvements in terms of comfort and onboard technologies. In Europe, customers wishing to purchase a Berlingo now have no choice but the electric version, despite its limitations in terms of range and charging time for certain intensive uses.

In conclusion, the availability of the thermal Berlingo in Morocco and the quality of its launch advertisement only reinforce the nostalgia felt in Europe for this powertrain. Although the electric versions of the Berlingo have gained versatility since their restyling, particularly in terms of range and performance, they cannot compete with the flexibility and autonomy offered by the HDi versions, especially for long journeys or intensive professional uses.

Therefore, Moroccans are fortunate to still be able to enjoy this versatile and comfortable vehicle, complemented by a beautiful advertisement that celebrates its strengths with humor and relevance. The Citroën Berlingo continues to prove that it is a reliable companion adapted to everyone's needs, whether thermal or electric, throughout the world.