This article on the 90 years of Citroën in France is reproduced here in English translation with the gracious permission of Marc Ouayoun, a well known French car collector. It first appeared on his blog.
Nothing is riskier than planning the celebration of an event: We all have in mind memories of an event that was well organized and long anticipated which in the end fell flat. Conversely an unexpected event can prove to be unforgettable because it’s spontaneous and genuine.
Certain glum souls will no doubt have asked themselves about the legitimacy of an anniversary celebrated by Citroën in 2009, the 90 years of a tumultuous history just like that of the 20th century which saw the birth of this brand. Others will not miss the opportunity to say: “Why not the Centennial like everyone else?
For my part, I am of the opinion that the best events are those where you have something to celebrate. And 2009 is certainly a great year for the Citroën brand. The double chevrons, borne aloft by a particularly clever publicity campaign with inspired flair, plus a huge communication effort and obvious quality, is flying on its own and henceforth is carried along by a following wind. Communication, high visibility, newsworthy events; the work of the teams seems to be in sync with the products, modern. fresh and logical.
But, in the end, isn’t this all a bit quick?
The evolution of the image of the brand is spectacular, even for me who has often wished for a renaissance of Citroën on this site. Indeed, the biggest challenge will be to commit to that over time, to create solid foundations which will last in an un-certain automotive world, at the dawn of huge upheaval. The task will be difficult but most assuredly exciting.
Back to the 90th anniversary celebrations. Started at Retromobile, presented in different media and conveyed through the distribution network, the celebration saw its high point this weekend with the parade of the 90th anniversary.
Having participated nearly a year ago in the initial thinking by a working group which combined the manufacturer, collectors and the Amicale Citroën Internation-ale, I couldn’t wait for the weekend of October 3. I have to say that I was not dis-appointed either as a collector / participant or as an observer of the double chev-rons. It was a magnificent day!
The rendezvous was set for 11:00 a.m. for the assembling of the cars at the Foun-tains of Trocadero: 90 models (in fact there were more than 100) for 90 years. The organization was virually perfect and the parking of the cars done to the near-est inch. The collection of the emblematic models of the brand were represented by one or several versions: From the Type A of 1919 to the XM; through the Rosa-lie, Traction Avant, 2CV and other DS’s. The link with the present line was done through the new C3 and DS3. As to the future, it was symbolized by 2 very dis-tinctive concept cars: la Révolte recently introduced in Frankfurt and the spec-tacular “GT by Citroën.
At 5:00 p.m. the temporary exhibit was open to the public and soon the area was filled with hundreds of onlookers who had come to admire the creativity of Citroën. Very rapidly each car was surrounded by a crowd. Many visitors evoked a memory, an anecdote associated with the DS, the 2CV or an Ami Six recalled; going on holidays; the sunday outing with Uncle Hubert; going back to school with Grandma; the call of the family doctor and other slices of life. Few brands can boast of such a presence in the collective memory.
At 7:30 the departure in a convoy behind the GT. Very quickly we were caught up in Paris traffic jams and dumbfounded bystanders witnessed some unlikely scenes. A Citroën Autocar type U23 from 1947 going along flat out in a bus lane; a ZX Rallye Raid behind the C4 of Sebastien Loeb; a Rosalie stopped, hood up near the Bastille or another long line of DS’s yellow headlights glowing waiting for the green light beside the Samaritaine.
Once at the Place de la Bastille, we turned around and headed in a scattered fash-ion back to the Champs-Elyseés to wind up this unforgettable day at C42, showcase of the brand on the most beautiful avenue in the world. Even there, the sight of all our old cars parked together at the Pierre Charron Facility reminded me of the uniqueness of this rolling heritage flanked by the double chevrons.
After years of indifference, even rejection of the past, at times a burden, the brand is, from hereon in, not afraid to face its past and to find in it a source of in-spiration: a Citroën brand freed from inhibitions and determined to write a new chapter in its already rich history. Let’s wish it all success. The rendezvous is set for the 100 years in 2019!
Find some photos from that event on the blogsite at http://citropersoboulot.typepad.com/.
