In honor of a famous actor: Citroën has changed its name to Sytroën
17 June 10:15
The French automaker Citroën has announced a global rebranding. The company has officially changed its name, logo, and spelling to Sytroën. This radical change is linked to a strategic partnership with iconic French actor Omar Sy, known for the films “1 1” and the TV series “Lupin.” This was reported by "Komersant Ukrainian", citing “Autocenter.”
The film star has officially taken on the role of special advisor to the brand, which prompted management to incorporate his surname into the automaker’s name.
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A New Style and the Launch of a Large-Scale Campaign
The change in the first letter of the name is already reflected on the company’s official media channels. The campaign is launching under a new brand slogan that plays on the name change and highlights the new generation of cars. Omar Sy was directly involved in developing the new communication strategy. In addition, the actor starred in a large-scale promotional video directed by renowned Spanish music video director Albert Uria.
In this video, Omar Sy personally presents the updated Citroën model lineup. The new brand identity and marketing campaign are designed to highlight the brand’s transition to affordable yet high-tech electric and hybrid mobility. All new advertising materials, digital platforms, and dealership signage in key regions will soon feature the updated spelling with the letter “Y.”
A Tradition of Creative Marketing
For the French brand, such bold experiments with its own name are a tradition. The company regularly uses news hooks for eye-catching local campaigns. For example, the brand previously temporarily renamed itself “Zitrön” in Germany to teach local customers the correct pronunciation, and in the UK, it launched an advertising campaign using the spelling “Mettre-en,” poking fun at the French accent. The current move to rebrand as Sytroën takes this practice to a global level thanks to Omar Sy’s worldwide popularity.
“AC” Background
The French brand was founded by André Citroën in 1919 and, from the very beginning, was known for its unconventional approach to advertising. From 1925 to 1934, the Citroën name was illuminated in giant letters right on the Eiffel Tower in Paris.
This required 250,000 light bulbs and 600 km of wiring. This project was listed in the Guinness Book of World Records as the world’s largest illuminated advertisement.
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