Citroën’s Affordable Electric Quadricycle Ami Finds Unexpected Success

Among these, the Citroën Ami, this small electric quadricycle that has conquered an unexpected audience, is prominently featured. Let’s look back at a bold bet that has allowed Citroën to rejuvenate its image and ensure a promising future. And the icing on the cake, it is produced in Morocco.

In the late 2010s, Carlos Tavares nurtures an ambition: to offer an affordable urban vehicle for everyone. Aware of the limitations of a conventional car to achieve this goal, he turns to the segment of light motor quadricycles. The idea of an electric vehicle, inspired by the Renault Twizzy, is taking shape. The challenge is to find the brand that will dare to embark on the adventure. The choice finally falls on Citroën, not without some reluctance on the part of the manufacturer, according to l’Argus.

Accustomed to iconic and innovative models, Citroën hesitates to enter the market for cars without a license. Carlos Tavares, determined to reposition the brand as a generalist and affordable player, manages to impose his project. The objective is clear: to compete with Dacia with an accessible model for the greatest number.

The Ami One concept, unveiled at the Geneva Motor Show in 2019, gives a first glimpse of what the Ami will be. This small 2.50-meter-long electric cube, presented as an urban mobility solution for all, arouses curiosity. A year later, the production Ami hits the market, retaining the spirit of the concept while adapting to production constraints.

The marketing of the Ami is not straightforward. Citroën dealers, not enthusiastic about the idea of selling a quadricycle, are reluctant. No matter, Citroën bets on online sales and partners with retailers like Darty and Fnac. Offered at an attractive price and with flexible leasing options, the Ami quickly seduces a wider audience than expected.

Accessible from the age of 14, the Ami becomes the darling of teenagers and reassures parents who see it as a safer alternative to two-wheelers. The success is there: more than 65,000 units sold in 14 countries in four years. The Ami exceeds industry specialists and becomes the leader in its category. Even better, it allows Citroën to rejuvenate its image and build loyalty with a new generation of customers.

Carlos Tavares had it right. The Ami has established itself as a bestseller and has even given birth to clones at Opel and Fiat. Produced in Morocco, it contributes to the profitability of the Stellantis group. Citroën, taking advantage of this enthusiasm, multiplies the original limited editions that are snapped up like hot cakes. The story of the Ami is far from over. A restyled version, unveiled at the Paris Motor Show, is expected for the first half of 2025.