After its first public appearance at a major motor show, the new Citroën C4 X is embarking on its adventure in various European countries as its launch approaches. In Italy, the new Citroën compact sedan will take to the road for the first time as part of the Radio Italia Winterland Tour 2023, in which the brand is a partner.
The "Radio Italia Winterland Tour" is the first and only travelling winter tourist village where sport, music and entertainment come together. Citroën is a partner in this three-month journey, which will take place in the most beautiful Italian ski resorts, divided into five regions: Lombardy, Tuscany, Trentino Alto Adige, Aosta Valley and Veneto. The tour started on 21st January in Folgaria and will continue until 26th March in Pila.
Organised by Radio Italia and VMLY&R, the event will provide a national preview of the new Citroën C4 X and Citroën Ë-C4 X, with a view to their arrival in Italian showrooms in March. The Citroën C5 Aircross and C5 X plug-in hybrid versions will also be on display in the travelling tourist village. Visitors to the village will be able to enjoy exciting test drives in the four Citroën cars.
The exclusive Chalet Maison Citroën
The vehicles, accompanied by charging stations, are positioned next to the "Chalet Maison Citroën", the extension of the brand's flagship stores, which is available for the first time in a new winter version. The "Maison Citroën" is characterised by its igloo shape, a reception desk and a play area with gadget distribution.
In this space of design and comfort, the public of the "Radio Italia Winterland Tour" will be able to relax and take part in various activities aimed at maximum well-being and entertainment: from family games to social skiing to the "Citroën electric licence". The programme for this last event includes an initial theoretical part, with a six-question test, followed by a practical part: those interested will be able to take a test drive, either on the spot or at one of the brand's dealerships. An activity that allows the general public to get to know the new Citroën models and, more generally, sustainable mobility solutions, underlining the French brand's commitment to education.
Present in Milan, Catania and Bologna, the original "Maison Citroën" are part of the innovative Lifestyle Hub, a format to be launched in 2021 in selected COIN stores, offering a new shopping experience with a personalised and diversified offer. A welcoming, comfortable and intimate space, the boutiques are able to combine the physical and digital worlds, allowing you to discover the entire Citroën universe and easily purchase the model of your choice online.
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