Citroën continues its expansion in Brazil and announces a major partnership for 2025. The French brand has become the official sponsor of the Tardezinha music tour, a popular event that attracts hundreds of thousands of spectators throughout the country. This strategic partnership allows Citroën to maintain its presence in this highly competitive market and to interact directly with the public through a unique visibility and experience platform.
A major partnership to reach over 750,000 viewers
Citroën has become the official car of the Tardezinha 2025 tour, a series of concerts created by the singer Thiaguinho, now in its 10th year. The event will take place in 22 Brazilian cities, with 25 shows scheduled throughout the year. This initiative will allow Citroën to reach an estimated audience of more than 750,000 people, strengthening its local presence and brand awareness.
Not content with a simple sponsorship, the brand will also carry out several activities to directly involve the spectators. Among these, the "Arrive with Citroën" promotion will offer fans the chance to win concert tickets by taking a test drive at one of the brand's many points of sale..
Immersive activation for maximum engagement
The collaboration will be launched on 19 April in Rio de Janeiro, a strategic location for Citroën as it's home to the Stellantis Automotive Hub in Porto Real, where the C3, Aircross and the all-new Basalt are produced. With the slogan "Chega chegar com Citroën", inspired by the song "Ousadia e Alegria" by Thiaguinho, the brand aims to make a lasting impression from the very first event.
Alessandra Souza, Vice President of Marketing and Communications at Stellantis South America, explains: "Tardezinha's songs always evoke the joy of the moment and an unforgettable arrival. Citroën shares this idea and, by sponsoring the festival, is reinforcing the values of originality and conviviality, reminding the public how to enjoy the moment with friends. We will offer a complete platform of experiences, promotions and activations to customers who are passionate about the brand and the festival. This is how we hope to make an impact on the visitors, in synergy and in association with Citroën".
The tour will stop in several major cities across the country, including Rio de Janeiro, Recife, Belo Horizonte, São Paulo, Salvador and Porto Alegre. In each of these cities, Citroën will have an immersive stand within the festivals, offering high visibility and direct interaction with visitors through various activities and promotions.
Felipe Daemon, Vice President of Citroën South America, added: "The momentum created by this sponsorship of the Tardezinha Tour allows us to promote Citroën to our target audience throughout 2025. Having a permanent presence and taking ownership of an event of this size and scope is a way to showcase the Citroën product range and the brand's strengths: democratic, accessible, attractively designed, comfortable and spacious". We know that our customers value authentic and memorable experiences, and the Tardezinha Tour perfectly meets these expectations. In addition, these shows allow us to reach a new audience for our brand.
The Brazilian automotive market is particularly competitive, with numerous new entrants disrupting the established market equilibrium. To differentiate itself, Citroën is focusing on a strategy of visibility and direct consumer experience. By partnering with Tardezinha, the brand is ensuring a strong presence throughout 2025 and maximising interactions with a broad and engaged audience.
This partnership is part of Citroën's broader strategy to expand and recapture the South American market, focusing on accessibility, innovation and driving pleasure. This bold initiative could well strengthen Citroën's position in Brazil and enable it to gain market share in the face of increased competition.
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