Since the launch of Ami in May 2020, this small lorry has been a genuine hit. This is reflected in the neighborhood of the very first consumers who share the very same vision of movement in the Citroën Ami. Many individuals have actually become connected to this phenomenon and do not think twice to dress it up in their own image or in their business’s colours. Ami has actually amounted to 9,000 orders considering that its launch, consisting of 6,500 for France and 2,000 for Italy, which launched last spring.
- Who are the Ami customers?Purchasing motivations and behaviour Citroën Ami, a response to the new challenges of micro-mobility A vibrant that continues Who are the Ami clients? 3 primary
- consumer families have been
identified. They share an expectation of independence, autonomy and ecological duty: Most of them are households with children, living in villages or rural areas, who offer importance to use worth and aspire to flexibility of movement. In those multi-motorized homes, the family members share various modes of transportation according to their needs. Ami, which is simple to drive, practical and readily available to everyone from 14 years old, is a complementary movement option. It is a pledge of self-reliance for teenagers and a security guarantee compared to two wheeled lorries, that permits moms and dads to empower their teens while having comfort. For others, autonomy is a top priority. Middle class, frequently without driving licence, they request a strong personality.
Ami, safeguarded and heated, is their primary means of transportation that brings them alleviate and fluidity in their day-to-day journeys. Lastly, others refocus on the principles, endorsing the ecological dimension. Primarily city residents, they no longer wish to
take public transport and rely on Ami which will end up being the main ways of transport. Ami interest those beyond the major city centres: Most of our consumers tends to reside in small towns and backwoods where public transportation is limited and where it is much easier to park and recharge. This shows that Ami is not solely a city automobile. A simple and safe addition to multi-vehicle households: They are typically already at the cutting edge of mobility as they are well equipped and are multi-motorized as they have several electrical
bikes. Ami, which can accommodate 2 people, is enclosed and heated up, perfectly suited to brief journeys, and is an excellent complement to the modes of travel that consumers use for other functions: the cars and truck for longer journeys, the bike as an active mode of travel to stretch their legs. A tool for winning market share: a large number of buyers are not Citroën customers, a high rate of market penetration and a major element for the Brand which thus makes contact with brand-new customers. A few of them do not have a driving licence
and represent a brand-new classification of client for Citroën. Acquiring motivations and behaviour Attractive positioning and environmental awareness: our clients state they are delicate to Ami’s rate, which is the primary consider their purchase. They pay specific attention to their mobility budget. They are »eco-citizens »and value that
the electric quadricycle helps reduce their energy footprint. A taste for modernity and new intake patterns: our consumers are fans of development, and discover an irregular and ingenious side in Ami, both in regards to its shape and in terms of the client journey, with a totally online experience– from the discovery of Ami to its purchasing and house delivery-, a brand-new type of circulation at our partner Fnac-Darty, test drives readily available near house or lastly home shipment like any other mass market item. Linked, they spend an average of practically 5 hours a day online and socials media. Ami has thus prospered in winning the hearts of a brand-new customers by expanding its circulation method and facilitating the customer experience. Lovers for a strong design statement: A strong marker of this movement item, consumers are seduced by the potential for customisation. Ami is readily available in 7 various variations. More than 8 out of 10 customers choose to enhance the character of their Ami by decorating it with vibrant accessories. Most of them prefers the 1st level of personalisation My Ami Orange, My Ami Grey,
My Ami Blue or My Ami Khaki; they adopt the playful idea of « Do It Yourself « which permits the customer to use the stickers or place the numerous accessories from one of these packages with disconcerting ease. Citroën Ami, a response to the new challenges of micro-mobility With Ami, Citroën is breaking brand-new ground in micro-mobility. Its approach is simple: to promote liberty of motion by using a hyper-affordable advancement electric car. Ami takes a makeover at movement and sees it as a 360 ° advancement, from product to circulation. Born from the observation of changes in transport usage and buying behaviour, it responds to the immediate requirement for much better living, a top priority for
communities and their residents and the intrinsic requirement for sustainable, nimble and economical micro-mobility services: Electric, agile and with a small footprint, Ami is a suitable response to gain access to city centres. The objective is to alleviate blockage in contaminated cities. Almost 200 European cities in ten nations have actually introduced low-emission zones, while others, such as Stockholm, London, Oslo, Milan, Dublin and Singapore, have gone even further by imposing a toll to lower automobile traffic by 15 to 20 %(according to a study performed by Video game Changers Ipsos in November 2018). With a series of 75km, easy charging
on a basic 220V socket and offered at an ultra-competitive cost, Ami encourages the transition to electric automobiles. Electromobility is broadening rapidly, particularly in urban areas(132 %increase in the European electric market in 2020 vs. 2019 ). A current study by the Cetelem Observatory highlights the growing environmental awareness of Europeans, 41% of whom believe that the main advance in the automobile sector over the last 10 years lacks doubt the production of less polluting automobiles. 68 %say they would use their cars and truck more if it polluted less and they believe that in 10 years-time the majority of vehicles will be hybrids(36%)and electric (13%). Narrow on the outside however conveniently accommodating 2 individuals side by side, available from 14 years of ages without a licence, stable on its 4 wheels and closed with a tubular structure, Ami is an agile, comfortable and protective mode of travel. Sales of new specific cars are expanding. In France, there are supposedly more than 500,000 users of bicycles, scooters and other self-balancing personal transporters, hoverboards or single-wheelers(Ademe 2020 data). Equipment that is not necessarily usable by everybody and subject to the risks of city traffic. The standard vehicle is gradually
paving the way to these emerging, tidy solutions, using a different experience of movement. Ami ensures more self-reliance, ease and safety and is positioned as an alternative or complement to these new modes of transport. Affordable from EUR19.99/ month, Ami can be purchased 24 hr a day, 7 days a week from the online sales website store.citroen.fr/ ami.It is likewise offered in the shops of our partner Fnac-Darty and in the participating Citroën network. E-commerce is booming. 8 out of 10 French people bought online in 2020 (source Fefad/M édiamétrie ), which represents 40 million individuals, a boost of 20.4 %in one year. The Fnac Darty group has actually seen its online sales increase by more than 55%. Numerous microenterprises have developed their own online sales site. A vibrant that continues International roll-out: After France and Italy, Ami is currently being launched in Spain, Belgium and Portugal. Each time, a whole environment is put in location to use the very same experience combining digital and dedicated partners. A brand-new horizon opens today: Ami, that will keep its left-hand drive, is getting ready to cross the Channel in order to dominate the UK. My Ami Cargo, the business version: Businesses, whose activities require short(typically less than 25 km daily)and frequent city journeys, are subject, like private people, to traffic constraints in cities linked to the increase in traffic jams,
tolls, low-emission zones,
pedestrian zones and cycle paths, and parking troubles. We observe that these shopkeepers, professionals, craftsmen, regional authorities, local service business and industrial sites that require to make shipments or supply services are likewise turning to two- or three-wheeled modes of transport to navigate urban centres. Citroën has actually chosen to create an industrial version of the
Ami, My Ami Cargo, an option to the less secured two-and three-wheelers whose drivers undergo the vagaries of the weather, with an useful volume of more than 400 litres and a modular storage area on the traveler side that can hold 140kg of items and provides a mobile workplace function on the top. Protective, practical, simple to manoeuvre and park, rechargeable in only 3 hours, providing an attractive rate combined with a reduced cost of use(energy usage of less than 2EUR/100km, i.e. 4 times less costly than that of a combustion car and an upkeep cost decreased by 30%), My Ami Cargo, for which the orders have
opened, has everything it takes to become the good friend of the pros. An option that interest an extremely vast array of individuals, from retailers to industrialists, from the self-employed to business fleets..
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