Citroën in Brazil: historic growth and a new proximity strategy for 2026

The year 2025 will go down in history as a pivotal period of recovery and expansion for Citroën in Brazil. By recording its best growth in the last eleven years, the brand has proven that its new simplified and accessible range resonates strongly with South American consumers. To capitalize on this exceptional momentum and approach 2026 with the same vigor, Citroën is making a major strategic shift in its communication. The objective is clear: move away from institutional speeches that are sometimes too distant in favor of a direct, human, and authentic link with its customers, relying heavily on content creators.

The era of authenticity: the bet on User-Generated Content

The global media landscape, and particularly that of the automotive industry, is undergoing a profound transformation. The multiplication of social networks and the fragmentation of attention have radically changed the relationship between brands and their audience. Today, a potential buyer often gives more credit to the opinion of a real user than to a traditional advertising campaign. Citroën has understood this and has decided to place User-Generated Content (UGC) at the heart of its 2026 strategy in Brazil.

This approach is not accidental. The brand has observed that modern consumers are looking for transparency and lived experiences. Pedro Silva, Director of the Citroën brand for South America, emphasizes this trend: "Our performance in 2025 was marked by an 18% increase with approximately 40,000 units sold in total. We see that maintaining constant and regular visibility of our product range through content creators who interact with their audience in an authentic way creates the proximity needed to attract new buyers. People want to see content based on real experiences."

By betting on micro-influencers and passionate users, Citroën seeks to anchor its models — C3, Aircross, and Basalt — in the daily lives of Brazilians. The goal is to demonstrate, through visual proof and personal narrative, that the promises of comfort, interior space, and accessibility are kept once on the road.

A strategic campaign with BETC Havas: real faces for every use

To structure this ambition, Citroën partnered with the BETC HAVAS agency to develop a meticulous curation campaign. Far from a global marketing sprinkle, each creator was chosen for their ability to embody a specific segment of the range. In 2026, four major profiles will carry the brand's voice on social media, transforming every journey into a testimony of reliability and pleasure.

Nadia Petra, a specialist in motherhood-related content, has already started the movement with the Citroën Aircross 7 XTR. Her TikTok video, which has exceeded one million organic views, perfectly illustrates how the most affordable 7-seater SUV on the market meets the needs of a large family. Alongside her, the couple Guto and Loren (Aventuras de Guto) highlight the modularity and comfort of the 493-liter trunk for "Venture to Relax" type getaways.

The new Citroën Basalt SUV Coupe, in its Dark Edition version, is showcased by Évelyn Laís, a digital marketing expert. Finally, Paulo Mota, a travel enthusiast, acts as the spokesperson for the Citroën C3 XTR, highlighting the record habitability of the compact hatchback.

Alessandra Souza, Marketing and Communication Director of the brand for South America, explains the philosophy behind this project:

"With the selection of User-Generated Content (UGC) creators, Citroën wants to go beyond sponsored posts. We want to strengthen the bond with our community by welcoming authentic creators to our platform who share their knowledge and experiences with Citroën models from their own perspective. The goal is to engage and reach a wider audience within targeted niches and demonstrate that Citroën models meet their needs."

Staying the course in a more competitive market

In conclusion, Citroën has perfectly identified the lever needed to sustain its success in Brazil: maintaining an emotional and direct link with its fans and customers. The use of content creators allows the brand to be humanized and transforms technical specifications into real-life benefits.

After a prosperous 2025, the challenge for 2026 will be to maintain this orientation in a Brazilian market that has become considerably denser. The massive and rapid arrival of Chinese manufacturers is forcing legacy brands to reinvent themselves. In this context, the strength of an engaged community and the credibility provided by authentic feedback constitute a major competitive advantage. For Citroën, the future is no longer written only in catalogs, but through the eyes of those who drive its cars every day.