Among these, the Citroën Ami, this small electric quadricycle which has won over an unexpected audience, figures prominently. A look back at a bold bet which allowed Citroën to rejuvenate its image and ensure a promising future. And the cherry on the cake, it is produced in Morocco.
At the end of the 2010s, Carlos Tavares harbored an ambition: to offer an urban vehicle accessible to everyone. Aware of the limits of a classic car to achieve this objective, he turned to the segment of light motorized quadricycles. The idea of an electric vehicle, inspired by the Renault Twizzy, is gaining ground. It remains to find the brand that will dare to embark on the adventure. The choice ultimately fell on Citroën, not without some reluctance on the part of the manufacturer, reports l’Argus.
Read: Ecological bonus: the uncertain future of the Citroën AMI in Morocco
Accustomed to emblematic and innovative models, Citroën is reluctant to enter the market for cars without a license. Carlos Tavares, determined to reposition the brand as a generalist and affordable player, managed to impose his project. The objective is clear: to compete with Dacia with a model accessible to as many people as possible.
The Ami One concept, unveiled at the Geneva Motor Show in 2019, gives a first glimpse of what the Ami will be like. This small electric cube, 2.50 meters long, presented as an urban mobility solution for everyone, arouses curiosity. A year later, the production Ami arrived on the market, retaining the spirit of the concept while adapting to production constraints.
The marketing of the Friend is not self-evident. Citroën dealers, not very enthusiastic about the idea of selling a quadricycle, are slamming on the brakes. Never mind, Citroën is banking on online sales and is partnering with brands like Darty and Fnac. Offered at an attractive price and with flexible rental packages, the Ami quickly attracted a wider audience than expected.
Accessible from 14 years old, the Friend is becoming the darling of teenagers and reassures parents who see it as a safer alternative to two-wheelers. It was a success: more than 65,000 copies sold in 14 countries in four years. L’Ami surpasses the specialists in the sector and becomes the leader in its category. Better yet, it allows Citroën to rejuvenate its image and retain the loyalty of a new generation of customers.
Carlos Tavares was right. The Ami established itself as a best-seller and even gave birth to clones at Opel and Fiat. Produced in Morocco, it contributes to the profitability of the Stellantis group. Citroën, taking advantage of this craze, is increasing the number of original limited series which are selling like hot cakes. The Friend’s story is far from over. A restyled version, unveiled at the Paris Motor Show, is expected for the first half of 2025.
