For the next four months, the Italian beach resort city of Riccione will change its name to RicC1one. It is part of a co-marketing initiative between the city and Citroen Italy to launch Citroen’s new minicar.
Citroen Italy paid E100,000 to the city to make the temporary name change and to display cars and billboards at 10 strategic points in the popular resort town. Citroen believes Italy and France are the two biggest markets for the C1.
Its Italian sales target is 7,000 units this year and 25,000 to 30,000 next year.
Citroen is even offering in Italy a RicC1one limited edition C1, which for E670 adds special seat covers, an Apple iPod Shuffle digital music player and red dashboard and door panels.
Those aren’t the only C1 puns in Italy. Other trim levels are named C1ty (instead of City), AmiC1 (Amici means friends in Italian) and BaC1 (Baci means kisses).