Citroën innovates by transforming charging times into sports sessions

Citroën continues to demonstrate its human-centric approach, this time with a particularly original initiative in the United Kingdom. Aware of modern life's challenges, from time management to wellness concerns, the brand is innovating by tackling two major topics head-on: the waiting time associated with electric vehicle charging and the growing need for physical activity. Drawing on its partnership with England Athletics, the development body for grassroots running and athletics in England, and its charitable partner, Citroën has created a unique physical activity guide designed specifically to be completed during charging times. It's a clever way to combine utility with pleasure and transform a perceived constraint into a genuine wellness opportunity for the entire family.

The finding: a lack of physical activity concerning families

Citroën's initiative is not arbitrary. It stems from an in-depth study of 2,000 British drivers, the results of which paint a striking picture of fitness habits in the UK. The key finding is clear: one in two parents (50%) are worried about their children's lack of physical exercise. The main culprit? A lack of time, cited by over a third of respondents as the primary barrier to engaging in physical activity. This figure climbs to 45% for those living in London, highlighting the pressure of urban lifestyles.

The survey also reveals that one in five parents struggle to find time to exercise with their children, despite a nearly unanimous desire (91%) to encourage them to be active. The challenge isn't limited to parents; the study found that over a fifth of 55-64 year-olds do not engage in any regular physical activity.

Faced with this strong social observation, Citroën decided to act. Rather than just observing, the brand leveraged its strategic partnership with England Athletics and its official charity partner, the Personal Best Foundation. This collaboration aims to encourage physical activity among children and young people across the country. It is within this context that the "Charge Up In 30" guide was born—a direct and pragmatic response designed for parents and families looking to optimize their time.

"Charge Up In 30": the wellness solution designed by experts

The "Charge Up In 30" guide is not just a marketing gimmick. To ensure its credibility and effectiveness (E-A-A-T), Citroën enlisted top-tier experts. The guide was meticulously designed by Alex Bell, British 5km road race champion and Olympic 800m finalist, and her coach, Andrew Henderson, Head Coach at the England Athletics Leeds Talent Hub.

Their combined expertise has resulted in an exercise program accessible to all ages and fitness levels. The guide's originality lies in its approach: it seamlessly integrates the car itself into the workout routine. The exercises are varied and use the immediate surroundings of the charging station, from tricep dips on the edge of the boot to incline push-ups on the bonnet, turning the vehicle into a fitness partner.

Greg Taylor, Managing Director of Citroën UK, explained the initiative:

“Life can sometimes get in the way of our fitness goals, but it’s so important to take time to keep ourselves healthy. With busy schedules, it can be hard to find the time, but dedicating 30 minutes to exercise can make all the difference. Citroën is committed to promoting family wellness, and our latest research shows that a lack of time is a major barrier to physical activity for parents and their children. The ‘Charge Up In 30’ guide helps to remove this barrier by providing a convenient, family-friendly solution that fits in under 30 minutes – the time it takes to charge the New ë-C3. Thanks to Alex Bell and Andrew Henderson, we have designed a guide that turns the car into a tool for movement, not just travel. This initiative, alongside our partnership with England Athletics and the Personal Best Foundation, showcases our mission to make electric mobility and a healthy lifestyle more accessible to all.”

Alex Bell, the Olympic athlete, shared this enthusiasm:

“Citroën is a brand that puts accessible mobility for all at the forefront of its priorities. As an athlete, I know how beneficial exercise is for both physical and mental wellbeing, and it was a pleasure to be involved in the creation of this guide alongside Andrew Henderson and Citroën. Whether you are training for a competition, or just looking to stay active with your kids, this guide shows that you don’t need a gym or hours of free time – all you need is a bit of creativity, and you can even use a car like the New ë-C3 to support your workout program.”

Chris Jones, Chief Executive of England Athletics, also praised the initiative:

“Encouraging people to lead active lives is at the heart of our vision at England Athletics. The ‘Charge Up In 30’ guide, created with our partners at Citroën and one of our talented England athletes, Alex Bell, with her coach Andrew Henderson, is a testament to our commitment to getting more people moving, more often. This guide is a brilliant example of how innovation and sport can come together to inspire families to be active, whether that’s at home, in the park, or even while charging their car.”

For those who wish to discover these exercises, Citroën has made the guide available for download:

Citroën-guide-30mn-activité.pdf

Download PDF • 11.51MB

A relevant initiative: linking charging waits to physical action

The full relevance of this initiative lies in the perfect synchronization between the need (to exercise) and the opportunity (the charging time). The "Charge Up In 30" guide was designed for a 30-minute duration, which cleverly corresponds to the recharging time of the brand's modern electric vehicles at rapid charging stations.

Citroën highlights that the New ë-C3, equipped with its 44kWh battery pack offering up to 320km (199 miles) of WLTP range, can charge from 20% to 80% in just 26 minutes using a 100kW rapid charger. This time, often perceived as a constraint or a barrier to purchase for new EV users, is completely reinvented here. It becomes "me time," a moment dedicated to physical and mental health.

This philosophy extends to other models in the range, such as the New ë-C3 Aircross, available with a standard range of 302km (188 miles) or an "Extended Range" version offering up to 400km (249 miles, WLTP) on a single charge. Furthermore, these vehicles feature Citroën's Advanced Comfort® technology, including the suspension and seats, ensuring maximum comfort during the drive and providing ideal support for stretching before or after the workout session.

L'audace d'une marque connectée à ses clients

Avec le guide "Charge Up In 30", Citroën signe une initiative à la fois originale, pertinente et diablement efficace. Fidèle à son image de marque audacieuse, elle ne se contente pas de vendre des voitures ; elle s'attaque aux préoccupations réelles de ses clients et aux freins potentiels à l'adoption de l'électrique.

En transformant une crainte (l'attente à la borne) en un bénéfice tangible (un moment pour sa santé), Citroën démontre une compréhension fine des enjeux de société. C'est la preuve d'une marque proche des gens, qui écoute leurs préoccupations (manque de temps, sédentarité) et y répond avec créativité. Voilà une approche globale qui prend les devants et qui illustre parfaitement la promesse d'une mobilité au service du bien-être de tous.