Citroën Renames to Sytroën Following Partnership with Star Omar Sy

French automaker Citroën has announced a temporary rebranding to "Sytroën" in celebration of a new partnership with renowned French actor Omar Sy, who will serve as the brand's "Special Advisor." This strategic move aims to strengthen the brand's connection with the public while leveraging the immense popularity of the internationally acclaimed star.

Partnership Details

The company stated in an official release that the collaboration with Omar Sy will go far beyond the traditional brand ambassador role. The French actor will take on an advisory position focused on dialogue and exchanging ideas with Citroën's management. This approach aligns with the brand's century-old philosophy of making mobility more accessible and bringing it closer to people's daily lives.

Who Is Omar Sy?

Omar Sy is one of France's most prominent actors on the international stage, having starred in major films including Jurassic World. He gained global recognition for his lead role in the hit series Lupin. Born in 1978 to Senegalese and Mauritanian parents, Sy rose to worldwide fame after starring in the 2011 film The Intouchables, which earned him the Best Actor award in France. Known for his strong connection with audiences and unique ability to communicate, Sy was considered an ideal partner for Citroën's new direction.

Executive Statements

Citroën CEO Xavier Chardon commented: "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." Chardon added that Sy's ability to connect with audiences, bring smiles to their faces, and view the world from a different perspective embodies values that have always been at the core of Citroën's identity, making this collaboration natural and harmonious.

Olivier François, Global Chief Marketing Officer at Stellantis, said: "Some partnerships come from negotiations, while others seem obvious. Between Citroën and Omar Sy, there is a rare state of harmony; they share the same ability to connect with people." François emphasized that this partnership reflects the French brand's commitment to renewing its identity and getting closer to its customers.

Brand Name Change

As part of this collaboration, Citroën has decided to temporarily change its commercial name from Citroën to Sytroën, a move designed to reinforce the brand's new identity and directly link it to Omar Sy's persona. This rebranding is part of a broader marketing strategy aimed at attracting a new demographic, particularly film and art enthusiasts, while preserving the brand's heritage spanning over a century in the automotive industry.