Citroën Renames Itself Sytroën in Honor of Actor Omar Sy in Global Campaign

French automaker Citroën has announced an extraordinary collaboration with global star Omar Sy, taking an unprecedented step that redefines the concept of celebrity partnerships in the automotive industry. Instead of appointing him as a traditional "brand ambassador," the company has given him the title of "special advisor," reflecting its desire to build a genuine partnership based on dialogue and shared vision. Thanks to his exceptional talent, unwavering optimism, and strong connection with the public, the star will bring his expertise to support the French brand's journey.

A Clever Name Change to Celebrate the Partnership

In a smart and creative move, Citroën decided to play with one of its most famous and distinctive assets — its name. Throughout the campaign period, the brand will transform from Citroën to Sytroën, an innovative fusion of the French star Omar Sy's name with the company's name. This temporary change reflects the depth of the partnership and the mutual desire to create something unique and distinctive, bearing the signature of the famous comedian who has managed to maintain his authenticity and closeness to people.

A New Chapter Reinforcing Citroën's Identity

Today, Citroën is experiencing a fresh start full of vitality and energy. After a journey spanning more than 100 years, the company has carved its own path, focusing on making mobility easier, more accessible, and closer to people. Now, the brand continues this approach through its new collaboration with Omar Sy, who embodies values that have always been at the core of Citroën's identity, such as the ability to connect with everyone without losing uniqueness, spontaneity and generosity, and the freedom to express individual personality.

Official Statements Highlight a Rare Harmony

Xavier Chardon, CEO of Citroën, said: "We wanted Omar Sy to play a role that goes far beyond the traditional concept of a brand ambassador; he is a beloved personality who has managed to maintain his authenticity, closeness to people, and loyalty to himself. His ability to connect with the audience, put a smile on their faces, and see the world from a different angle embodies values that have always formed the essence of Citroën's identity, which is why this collaboration feels so natural and harmonious." Similarly, Olivier François, Global Chief Marketing Officer at Stellantis, added: "Some partnerships come from negotiations, while others seem obvious. Between Citroën and Omar Sy, there is a rare state of harmony; the same ability to connect with everyone without losing distinction, the same popularity based on spontaneity and generosity, and the same freedom to express individual personality."

Global Campaign Launch Date

The new advertising campaign will be launched globally, produced by "Solda" based in Paris, France. It will cover various models of the brand and is set to begin on June 16 in France. The campaign is expected to attract significant attention, especially with this bold change to the brand's name, reflecting the spirit of innovation and renewal that characterizes Citroën in the global automotive market.