CITROËN PRESS RELEASE 27 February 2020

CLEVER DESIGN: THE SYMMETRY

Design intelligence is at the heart of the Ami project. This mobility object offers new possibilities thanks to its symmetrical parts, inspired by AMI ONE Concept. This is the case with the wide doors that are identical on the right and left, and which open in the opposite direction: rear-hinged on the driver's side to benefit from better on-board accessibility and increased comfort, and traditionally front-hinged on the passenger side. Also, note the two fixed semi-opening side windows based on this same logic. Front and rear bumpers, the bottoms of the bumpers and under-body panels are also repeated at the front and rear. Each part of the bodywork combines robustness, ease of assembly and quality of workmanship.

The passenger compartment is characterised by a rationalisation of the number of materials and finishes applied, in line with the clever thinking at the heart of the design process for this model. In the driving position, the eye is drawn to the special chequered graphics used for the instrument panel display, located on the steering column. This is borrowed from AMI ONE Concept and displays relevant information for instant reading. It always invites you to explore the city on a daily basis in a modern and colourful atmosphere (depending on the level of customisation). To the right of the steering wheel, there is a dedicated area for accommodating a smartphone, which becomes the main dashboard screen and provides access to navigation and music.

CUSTOMISATION
Ami - 100% ëlectric reflects a modern image, accentuated by its unique customisation possibilities. Easy to customise, Ami is available in seven different versions. As a powerful marker of this urban mobility object, its customisation is achieved by accessorising the model.
 
Trendy and daring, Ami - 100% ëlectric innovates and offers, in a "Do It Yourself” manner, the possibility of creating an object that suits each customer from accessories that you can easily install yourself. This kit incorporates functional decorative items: a central separation net, a door storage net, mats, a storage tray on the top of the dashboard, a small hook for a handbag, a smartphone clip and a DAT@MI box (dongle device) connected to the MyCitroën app to retrieve essential information on your smartphone. There is harmony between the interior and the exterior too, with touches of colour on the wheel trims, quarter-panel stickers or even a capsule at the bottom of the doors. Four main shades are available: MY AMI GREY, MY AMI BLUE, MY AMI ORANGE, and MY AMI KHAKI. These accessory kits allow everyone to create their own ambience and gain functionality.
              
Another, and even higher level of customisation, is offered via two packs combining all the aforementioned decor elements and large stickers that dress up the exterior of Ami, and give it a style all of its own:
    •    MY AMI POP with the Orange customisation and a fun, young and sporty design, with a rear spoiler.
    •    MY AMI VIBE with the Grey colour and more upscale, chic and graphic accessories that incorporates roof trims to complement the stickers.
The installation of these customisation packs is entrusted to professionals before delivery.

THE DESIGNER'S EYE
"Disruptive projects are always the best projects. These are usually the ones that really drive the automotive world forward, and it is a tradition at Citroën to want to contribute to changing this automotive landscape. The design of Ami is a product design, not an automotive design.  A design for which the form must define the function. Ami has been designed from the inside out. First of all, an interior that gives you a different feeling from what you may know, an interior that we wanted to be spacious, despite a very small footprint. Then comes its trim. Clever conception, symmetric (front/rear, left/right door) to build a strong character and unique functionality (door opening). A specific exterior colour that is neither too feminine nor too masculine and that works with the different colour packs we have developed (blue, white, khaki and orange). Ami is a base that can become a completely customised object with exterior and interior accessories that are either pure style or offer real extra functionality as well as stickers that give it a completely different character."
Pierre Leclercq, Head of Citroën Style

    •    MOBILITY ACCESSIBLE TO ALL
Ami - 100% ëlectric is inspired by usage and offers everyone real freedom of movement.

    •    ACCESSIBLE TO ALL = WITH OR WITHOUT A LICENCE
Ami - 100% ëlectric is a light quadricycle (AM licence class in France) that does not require a driving licence. Therefore, it can be driven in France by 14-year-olds on the sole condition of having passed the road safety certificate, which is compulsory for people born after 1987. Therefore, Ami represents a mobility solution accessible to the greatest number of people, from the age of 14 in France (16 on average in European countries, depending on legislation). All age categories can be satisfied by a solution that facilitates urban and suburban short-distance use.

Ami - 100% ëlectric is designed just as much for the young teenager without a driving licence, who wants to visit a friend's house or go to sports or music lessons completely independently, as it is for an older couple who already have a main vehicle, but who prefer Ami's agility for their short trips. Ami is also likely to appeal to business people wishing to go about their daily commuting, and making deliveries, in urban areas. These are all customer profiles that make Ami a shared object of excellence, in families as well as in companies.

    •    ACCESSIBLE TO ALL = AFFORDABLE THROUGH VERY COMPETITIVE OFFERS
Ami - 100% ëlectric makes everyday life in the city easier, by drawing inspiration from new consumption patterns. Beyond the innovative mobility object, Citroën is making a real breakthrough by offering an electric mobility solution at previously unheard of price levels, through various offers tailored to the customer's actual use.

    •   À LA CARTE” CUSTOMER FORMULA = FROM ONE MINUTE TO ONE YEAR
The urban mobility embodied by Ami is part of a 100% online customer journey, which is intended to be easy and fluid. Ami makes life easier for its customers in their access to mobility by offering them several formulas via the digital world: car-sharing, rental or purchase. The objective is to satisfy all of the travel needs of customers, whether they are occasional or regular, with family or friends, individual or shared.
This mechanism can be customised according to different use cases, and adapts to the user by offering quick and adjustable actions at any time, in just a few clicks:

    •     LONG-TERM RENTAL, for those who have a permanent need, private or professional, or as the first, second or third vehicle in the household. This is the ideal offer to go to work, for the children, for small journeys for older people or professionals. Ami is financially accessible and offered at a rent of €19.99 per month with an initial payment of €2,644 (Ami Ami version; long-term rental of 48 months, ecological bonus of €900 deducted in France). A breakthrough monthly payment that is much lower than that of many mobile telephone packages.

    •    CAR-SHARING, for one minute, one hour, one day, operated by dedicated partners according to how the offer is deployed. Free2Move, the current reference intermediary, offers its subscribers an attractive rate of €0.26 per min: a price level comparable or even lower than the majority of moped, standard car-sharing and even scooter offers. Ami is available in the streets as a               self-service solution thanks to the use of an app. Forecasts for 2030 estimate that one in three kilometres will be covered by shared mobility. To be noted: Free2Move is the only brand on the market that allows car-sharing from 16 years of age.

    •    PURCHASE IN CASH, it is possible to buy Ami from €6,000 (Ami Ami version; ecological bonus of €900 deducted in France). A price that makes Ami extremely competitive regarding a number of mobility offers on the market.

WHO IS AMI AIMED AT? WHAT THE STUDIES SAY:
“The common denominator among all future users will not be their gender, age, socio-professional category, place of residence or even less their level of education, but rather their need for mobility. I'm talking about the need for a solution for frequent trips, short distances (going to the supermarket, to the gym), a solution that is simple and easy to access, and use (no need for a licence, protected). I'm talking about a very affordable and resolutely modern electrical solution. Ami is the perfect solution to answer these needs.”
Michel Costa, Market Research Manager

A UNIQUE CUSTOMER EXPERIENCE
True to its brand signature "Inspired By You", Citroën has adapted to new consumption patterns to be as close as possible to its customers. The brand has thus moved away from its usual distribution method and has developed a digital ecosystem that allows all the stages of Ami acquisition to be completed via a 100% online process. It has also signed partnerships with major consumer retail chains to present Ami, and finally, has developed test centres using ‘containers’ with a specific architecture that will be placed in high-traffic areas. All this will complement a traditional presence in participating official Citroën sales outlets. 

DIGITAL AT THE HEART OF THE MOBILITY EXPERIENCE = 100% ONLINE CUSTOMER JOURNEY
Today, users are familiar with making the majority of their purchases online. A consumption mode particularly suited for an urban mobility solution, such as Ami - 100% ëlectric. Ami is atypical and innovative in its concept and its design, but also in its sales approach. A new era is taking shape with Ami and its 100% online customer journey. Citroën has developed a global digital ecosystem that aims to make customers' daily lives easier by allowing them to go from finding out about Ami to placing an order in just a few clicks. This simple and fluid digital experience integrates all stages of the customer journey:

    •    Product presentation
    •    Configuration
    •    Request for test drive
    •    Order
    •    Payment
    •    Home delivery or to a pick-up point

It is therefore possible to acquire Ami - 100% ëlectric 24 hours a day, seven days a week. Everything, from discovery to ordering can be done in peace from your sofa using your tablet or smartphone, in just a few clicks via the citroen.fr website, which is the initial entry point for finding out about Ami and provides information on the product and on solutions adapted to the needs dictated by each person's use.

Digital also has a presence in the use of Ami - 100% ëlectric with the MyCitroën mobile app and the DAT@MI connected box, allowing drivers to access essential information about Ami at any time via their smartphone, including: range, charge status and time remaining for a 100% charge, mileage, maintenance alerts and aftersales appointment scheduling. It is also easy to locate nearby public charging stations, a feature offered by Free2Move Services.

MyCitroën is also a source of information on:
    •    Ami product: information and tutorials in the form of videos on how to use it, and MyCitroën scan, which allows access to product details by simply scanning features on the urban mobility object with your smartphone.
    •    Ami maintenance and accessories: information on spare parts and accessories – customers can even order them via a link to Mister Auto. Access to the map of authorised Ami service networks – Citroën has created a specific network offering full coverage and which brings together approved independent repairers, Euro Repar Car Services garages and authorised dealers.

DISRUPTIVE DISTRIBUTION NETWORK
While "La Maison Citroën" sites, and a selection of dealerships, will serve as a showcase for Ami - 100% ëlectric, the brand will extend the customer experience beyond the usual context by expanding its distribution approach to include partners who share the same desire for modernity. Meaning the same wish to move with the times, and to offer solutions that meet customers' expectations.

COMMITTED PARTNERS: FNAC AND DARTY
Ami will thus be visible in major retailers’ stores, such as FNAC and DARTY (more than 30 stores in France in the largest cities from launch, a roll-out will follow in the countries where these retailers are represented, and in countries not concerned, other local retailers may be selected). Citroën intends to create physical points of contact with its prospects within colourful pop-up stores with a surface area of 9 to 15 sq. m.

MOBILE TEST-DRIVE CENTRES
In parallel, the brand also plans to install structures with a surface area of approximately 35 sq. m (in the form of exhibition ‘containers’), particularly in shopping centre car parks. These ‘containers’ will travel across France in the first instance, changing location every month in order to offer dynamic tests to the greatest number of people. It is a way for the brand to meet customers where they are, during their daily lives, to facilitate knowledge and access to this new type of mobility. Locations will be dressed in Ami colours, MY AMI GREY, MY AMI BLUE, MY AMI ORANGE and MY AMI KHAKI, echoing the very graphic and colourful spirit of today's world of decor.
DELIVERY
Another feature of this mobility solution. Ami - 100% ëlectric comes to you! A real plus for this unique model, which advocates simplicity of use. The keys will be handed over to the customer at their home, via exclusive partners. Alternatively, the delivery will take place at a "La Maison Citroën" or at partner Citroën dealerships.

MAINTENANCE
For Ami maintenance, Citroën has set up a specific network of independent, approved repairers, Euro Repar Car Services garages and dedicated Citroën dealers. And to answer all user questions, an Ami call centre will be managed by the countries involved in the deployment.

CONCLUSION
Citroën is inventing 100% electric mobility for all with Ami, an ultra-compact, agile, protective, colourful urban mobility object that is accessible from the age of 14 (in France). A solution that is not limited to the object itself, but is accompanied by major advantages that go beyond the usual automotive context: very competitive “à la carte” offers targeted according to usage, a 100% online journey and innovative distribution methods.

The opening of orders is scheduled for 30 March in France, and a few months later in Spain, Italy, Belgium, Portugal and then Germany. The first deliveries to customers are scheduled for June in France. Car-sharing will start in the spring in Paris, with versions bearing the "Free2Move" logo.