New Citroën C5 Aircross 2026: Antonio Carmona named brand ambassador in Spain

Beyond traditional advertising: the strategic power of brand ambassadors

In an increasingly crowded automotive market, car manufacturers are constantly seeking new ways to reach customers who are becoming less responsive to traditional advertising. To remain relevant in such a complex environment, brands are moving away from classic commercials to explore more authentic connections. The use of celebrity ambassadors has emerged as a key solution to personify brand values and build trust. Citroën is leading the way in Spain by maintaining a long-term partnership with one of the country’s most beloved musical figures. By linking the image of the new Citroën C5 Aircross with a prestigious artist, the French brand focuses on emotion and proximity to resonate with modern drivers.

Antonio Carmona: a lasting bond with the new C5 Aircross

The relationship between Citroën and Antonio Carmona is built on years of mutual respect. The brand first partnered with the artist in 2019, when he served as an ambassador for the Citroën C4. Today, this collaboration reaches a new milestone as the singer receives the keys to the all-new Citroën C5 Aircross. This flagship SUV will accompany the Spanish star throughout his 20th-anniversary solo tour. Starting on April 10th in Valencia and concluding on December 15th in Madrid, the tour will visit 20 cities. It is a significant moment for Carmona, who will revisit his greatest hits and introduce his "Flamenco Cabaret" concept to fans across the nation.

Reflecting on this milestone, Antonio Carmona stated: "Celebrating 20 years of a solo career is a true gift, and doing so by traveling to 20 cities is an experience that fills me with joy. For an artist, the journey is just as important as the stage; that’s why having the new SUV Citroën C5 Aircross is a privilege. It is a car that provides me with the serenity and comfort needed to arrive at every concert in top form, whether I am composing on the road or simply enjoying the trip with my family and my music. Citroën is already part of my family, and I am very proud that they are joining me in this very special moment of my career."

The new Citroën C5 Aircross: leading the brand’s renewal

This renewed partnership allows Citroën to showcase the new C5 Aircross, a pivotal model that completes the total overhaul of its product lineup. The brand is betting heavily on this compact SUV to drive sales in the highly competitive C-segment in Europe. By choosing Antonio Carmona, Citroën emphasizes the harmony between the vehicle’s premium features and the demanding lifestyle of a professional traveler. The C5 Aircross stands out with its Progressive Hydraulic Cushions and Advanced Comfort seats, offering a peaceful and technologically advanced sanctuary on wheels.

José Ángel López Tens, Citroën’s Communications Director, highlighted the significance of this choice: "Since 2019, Citroën has had the privilege of collaborating with Antonio Carmona, and we did not want to miss the opportunity to support him at such an important moment in his career. He is an artist with whom we share the values of a high-performing, innovative, and bold Spanish brand. Furthermore, we will be present in several cities on the tour with the new SUV C5 Aircross, a vehicle synonymous with serenity and comfort, which will accompany Antonio throughout 2026."

The new C5 Aircross is more than just a style statement; it is a feat of modern engineering. It offers a variety of powertrains, including a plug-in hybrid with over 100 km of electric range and a fully electric version capable of reaching 680 km (WLTP cycle). This versatility ensures that Antonio Carmona can handle long highway stretches between tour dates as easily as short city trips to recording studios, where his latest hit "Más de lo que te quiero" is already climbing the charts.

Conclusion: building meaningful connections in a changing world

By leveraging celebrity ambassadors, Citroën has found a way in Spain to speak differently to an audience that is increasingly desensitized to standard marketing. At a time when the impact of traditional advertising is fading, this six-year collaboration demonstrates that this type of communication is highly effective. While more cost-efficient than massive global media buys, it allows the Brand to maintain a strong emotional connection with its customers. By supporting Antonio Carmona during the most important moments of his professional life, Citroën does more than just provide a car; it becomes a part of the user's personal journey, championing a more human and serene vision of future mobility.