The Citroënist is Citroën's lifestyle love-brand initiative, celebrating the brand's most devoted fans with a bold vision of chic mobility. Launched at the 2019 Geneva Motor Show, it centres on two complementary pieces: the SpaceTourer The Citroënist Concept van and the exclusive Rider bicycle created in partnership with Martone Cycling Co. Together they translate Citroën's character-driven design philosophy into a full everyday experience, from the open road to the urban commute.
SpaceTourer The Citroënist Concept: A Camping Van Reimagined
The SpaceTourer The Citroënist Concept made its world premiere at the 2019 Geneva Motor Show as the flagship expression of this lifestyle venture. Inspired by the need to explore and to share, it takes Citroën's long-standing expertise in camping vehicles, now spanning more than four years of dedicated development, and refines it into something far more considered. The name is a direct nod to the brand's enthusiast community, the people whose passion keeps Citroën's creative identity alive.
The van sacrifices nothing in terms of design, functionality or comfort. Its BlueHDi diesel engine delivers smooth and responsive power, and the optional 4x4 transmission developed by Automobiles Dangel unlocks genuine all-terrain capability. Inside, the layout is configured for life on the move: rest, work and adventure share the same thoughtfully engineered space, wrapped in the brand's signature black-and-white graphic universe.
The Rider: Martone x The Citroënist Collaboration Bike
The other centrepiece of The Citroënist debut is the Rider The Citroënist by Martone, an exclusive bicycle that extends the concept's bold aesthetic directly onto two wheels. Martone Cycling Co., the New York fashion-bike house founded in 2013 by Lorenzo Martone and David Thomas, brought its savoir-faire in lifestyle cycling to a frame built around the SpaceTourer's own graphic codes. The result is a 12 kg steel-and-aluminium alloy bicycle whose black-and-white finish turns every commute into a statement.
The collaboration felt entirely natural. Citroën's decision to take chic urban mobility to the next level called for a partner that understood style as deeply as engineering, and Martone's reputation for design-forward bikes made it the obvious choice. The Rider was made available for order directly from the Geneva Motor Show stand at launch, priced at €950.
What Is The Citroënist Lifestyle Brand?
Beyond the van and the bicycle, The Citroënist is conceived as a full brand experience. It references the community of people who carry Citroën's values: a striking identity full of character, a promise of comfort, and an appetite for the unconventional. A curated collection of branded everyday objects, a notebook, pen, mug and USB stick, launched alongside the vehicles to complete the lifestyle offering. The overarching goal is to make every interaction with the brand, whether driving, cycling or simply sipping coffee, feel like a coherent extension of a shared philosophy.
Martone Cycling and the Art of the Fashion Bike
Martone Cycling Co. has built its reputation on bicycles that are first and foremost objects of desire. Each model in the range, from the Chelsea to the Grand Gold, marries robust construction with a high-fashion sensibility rarely found in the cycling world. The partnership with Citroën confirms the direction the brand has taken since its founding: bikes as accessories, as conversation pieces, as tools for expressing personal style in the city. You can explore the full TheArsenale bike collection or go straight to Martone models including the Chelsea V3 Diamond, the Grand Gold V3 With Basket, and the Men's Regard Diamond Silver V3.
Where The Citroënist Fits in Today's Design-Driven Mobility
The Citroënist initiative illustrates a wider shift in the automotive world: heritage brands are no longer content to sell vehicles alone. By weaving together a camping van, a designer bicycle, and a curated merchandise line under a single lifestyle identity, Citroën is positioning itself as a curator of experiences rather than merely a car maker. It is a strategy that resonates with an audience for whom a vehicle is an extension of personal values, not just a means of getting from A to B. For more on the intersection of design and curated cars at TheArsenale, explore our full selection of vehicles where character and craft come first.
Citroën officially presented the SpaceTourer The Citroënist Concept at the 2019 Geneva Motor Show. Full press details are available via Stellantis Media, and editorial coverage from the show can be found on Carscoops.
