When caregivers clock 80 extra km a week, who pays? Citroën's answer: deduct up to 1,000 km annually from lease penalties for qualifying drivers.
In France, an estimated 11 million people — professional carers and family members — spend part of their week driving to support someone else. Visits, medical appointments, emergency runs: caregivers clock up to 80 extra kilometers a week behind the wheel for someone other than themselves. With most new cars in France acquired through leasing contracts, those kilometers come with a price tag attached at the end of the term.
Citroën, working with agency BETC, has decided to stop counting some of them. Through a new offer called Les Kilomètres Solidaires, the carmaker will deduct up to 1,000 kilometers per year from the excess-mileage penalties billed at the end of lease contracts signed between April and December 2026. To qualify, customers identify themselves as caregivers when signing and provide documentation: one of the official attestations provided in France (APA, PCH or MDPH). The offer is capped at roughly 500 contracts and runs up to 48 months. "Innovating at Citroën also means working to improve the daily lives of all our users and their loved ones," said CEO Xavier Chardon.
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Sympathetic pricing, where discounts are engineered to relieve a specific lifestyle strain rather than move volume, has been quietly spreading. Citroën isn't shaving euros off a sticker price. It's acknowledging that the standard leasing contract penalizes a population whose extra mileage isn't a choice. Les Kilomètres Solidaires treats unpaid care as something the commercial system should accommodate, not something the caregiver should absorb. (Though true solidarity might scratch the limited-time availability and cap on contracts.) For brands whose products are priced on usage, from insurance to energy to subscription services, the question is where the standard pricing model penalizes people for circumstances they didn't choose, and what it would look like to design that penalty out.