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Citroën Rewards Exam Success: Discounts on the Ami for Top Students
Citroën offers up to €300 in discounts to secondary school students who pass their graduation exams with honors when purchasing a Citroën Ami.
Per: caradisiac
A Creative Marketing Initiative
Citroën has launched an original marketing campaign aimed at students taking their secondary school graduation exams (brevet des collèges). The carmaker promises a cash discount on the Citroën Ami for exam laureates who achieve good grades.
Exams take place from 26–30 June and affect third-year secondary students across France. Last year, 847,600 candidates sat the exam with a national pass rate of 85.5%.
Tiered Discounts Based on Performance
Citroën has structured its incentive program as follows:
- "Assez bien" (fairly good) distinction : €100 discount
- "Bien" (good) distinction : €200 discount
- "Très bien" (very good) distinction : €300 discount
While these discounts are modest against the Ami's base price—starting at €8,190—the strategy targets young consumers and their families with a youth-oriented brand message.
Calculating the Potential Cost
Last year, roughly half of successful exam candidates earned at least a "bien" distinction. If applied this year, were all laureates with "bien" or "très bien" grades to purchase an Ami, Citroën's discount liability could exceed €80 million.
However, reality requires context: the Citroën Ami recorded 7,408 sales in France during 2025. Based on this actual volume, realistic discounts would amount to approximately €1.4 million if similar sales patterns hold.
A Financially Sound Operation
Despite impressive headline figures, the campaign remains profitable for Citroën. With potential revenues exceeding €3 billion (derived from actual Ami sales), the discounts remain negligible relative to overall turnover.
One important caveat: the Citroën Ami, accessible to drivers aged 14 and above without a driving licence (as a light quadricycle), lacks air conditioning—a notable consideration during heat waves.
This initiative, previously run in the previous year according to reporting by BFM TV, underscores Citroën's commitment to engaging young audiences and promoting electric mobility adoption from an early age.
Source: caradisiac
