Exactly 90 years ago, on 3-July-1935, the world lost André Citroën, a visionary whose contributions to the automotive industry, French society, and global industrial innovation remain unparalleled.
As one of the Citroën enhusiasts who has actively been occupied with those cars since 1986 and by that about 2/3 of my life, my deep connection to the Citroën brand and its heritage drives me to honor his legacy and write a few lines.
This article reflects on André Citroën’s extraordinary entrepreneurial creativity, his profound impact on society and the economy, his care for his workforce, and his enduring significance to France’s global reputation, all while advocating for his pantheonization.
Entrepreneurial Creativity: A Pioneer of Innovation
André Citroën’s entrepreneurial genius reshaped the automotive landscape. Born in Ville de Paris on February 5, 1878, to Jewish parents of Dutch and Polish descent, Citroën graduated from the prestigious École Polytechnique in 1898, laying the foundation for his engineering prowess. His early career included a transformative stint at the Mors automobile firm, where he increased production from 125 to 1.200 cars per year between 1908 and 1914, showcasing his ability to scale operations, a key element which also today is decisive on the future of ideas (e.g. look at Northvolt)…
On 5-July 1919, he founded the “Societé des Automobiles Citroën”, introducing Henry Ford Motor Company’s mass production techniques to Europe. This innovation enabled Citroën to produce affordable, reliable vehicles, making car ownership accessible to a broader population.
Citroën Type A 10 HP, 1919. (Photo: Citroën Communications)
He announced his very first vehicle on 4-June-1919, and started delivery already in July 1919, the famous “Citroën Type A 10 HP”. This car set a landmark, because Citroën listened to what car buyers would want, some key USP’s: electric starter (no hand crank), pre-mounted spare wheel (no dirty job any longer to swap a wheel), reliable electric front and rear lights (no carbid candles), cardan transmission (no chains), unusually low price (7.950 Franc), a consumption of just 7.5L/100km. And – it was the very first car to directly being produced in big numbers, right from the start: he produced about 2.500 cars within just 6 months, basically from scratch.
By the early 1930s, Citroën was the world’s fourth-largest car manufacturer, rivaling Peugeot and Renault combined. His most iconic achievement was the 1934 Traction Avant, the first mass-produced car with front-wheel drive, independent front-wheel suspension, and unibody full-steel frameless construction, low center of gravity, long wheel base: the “Gangster Limousine” was born, perfect for high speed curve driving, and escaping from the police… These features revolutionized vehicle design, improving safety, comfort, and performance, and their influence persists in modern automotive engineering. I am happy to own myself one of the total 759.123 produced “L’Attraction” vehicles since almost 25 years, and this car was to me so outstanding that I also co-founded a club in 1999: “Traction Avant!” is now Germany’s biggest club purely dedicated to that car, see www.tractionavant.com and join us if you share our passion… But let’s get back on track.
Citroën Traction Avant – continuously inspiring. (Photo: Citroen Communications)
Citroën’s marketing genius was equally remarkable – lets dive into some of his outstanding achievements. His bold campaign to illuminate the Tour Eiffel with 250,000 light bulbs forming the Citroën logo in the 1920s captivated audiences worldwide, cementing the brand’s identity. 185.000 enamel street signs paved the way through France, nowadays very much sought collector’s items. What’s been cool about it: each direction sign stated “Don de Citroën” in the bottom, nowadays you’d say “Powered by Citroën”. Another key sector: “Trotinettes” (footboards) with Citroën logo, toys (“Les Jouets Citroën”) and fully-electic / pedal cars designed like the big 1:1 versions already connected kids right away to the brand: “Papa, Maman, Citroën” were the idea of André Citroën about the first 3 words a toddler should learn… This not only promoted the Citroën brand but also linked French identity with innovation and progress, enhancing the global perception.
Citroën Type 5 HP (“Trèfle”) and the Citroënette. (photo: Nov-1924, Citroën Communications)
Citroën’s earlier ventures also demonstrated his innovative spirit. During a trip to Poland, he acquired the patent to manufacture double helical gears which inspired the Citroën logo’s upward-pointing double chevrons. These gears, known for their efficiency and quiet operation, were used in industries ranging from milling to maritime applications, as they provide much better handover of forces than traditional gears. You find that principle today on every farmer’s tractor wheels – still 120 years later…
André Citroën was a visionary who saw marketing not as an accessory, but as an integral part of his business model. He wanted Citroën to be a symbol of progress – like Edison for electricity or CHANEL for fashion. He used every medium: newspaper, cinema, radio, posters, children’s books, architecture, light art – to turn the brand into a cultural reference. His goal: Citroën should not just be a car manufacturer, but an emotional brand – modern, accessible, global.
Citroën gears, forming the Citroën logo until today. (Photo: Citroën Communications)
Significance to Society, Economy, and France’s Global Reputation
André Citroën’s contributions extended far beyond the factory floor, profoundly impacting French society and the global industrial landscape. By establishing one of Europe’s largest automobile manufacturing plants at Quai de Javel in Paris, he positioned France as a leader in automotive innovation. The Citroën brand became synonymous with French craftsmanship and ingenuity, enhancing the nation’s global reputation.
His mass production methods lowered vehicle costs, enabling a new middle class of car owners to emerge. This democratization of mobility spurred economic growth by increasing demand for related industries, such as fuel and infrastructure, and fostering social change through greater personal freedom and mobility – the key element also today driving the automotive industry success. Citroën’s international expansion, with factories in Germany, the UK, Italy, and Belgium, further solidified his brand’s global influence, making Citroën Europe’s first truly international car company.
Philanthropic Efforts and Workforce Welfare
André Citroën showed a strong commitment to his employees and society. He introduced innovative welfare programs, such as on-site nurseries and daycare, ensuring parents could work while their children were cared for. He also provided an infirmary for medical care, showers for hygiene, and bonuses for childbirth and breastfeeding, supporting family life. In 1927, he was the first in France to offer a 13th month of remuneration, a practice now common, which improved worker financial security. These initiatives set a precedent for modern workplace standards, reflecting his belief in the transformative power of technology and industry to enhance human lives. The Citroën philharmonic orchestra was well-renowned across France.
He also supported international scientific exploration, funding a number of “Croisières”, which documented regions through film and archaeology, promoting international understanding and scientific knowledge. Next to the outstanding technological achievements of executing these intercontinental trips with half-chain converted vehicles (“Kégresse”) was to me the fact that also their trailers were filled with cultural artefacts and wildlife objects which were collected from the civilizations and regions they came across. These collections later on were presented at town halls, schools and other exhbitions so that society could learn about life and achievements in other cultures, information which until then basically was available in books. And, again, “Powered by Citroën”, connecting the brand to society. Imagine just this: next to the tech specialists driving and maintaining the Kégresse cars, the teams included film directors, archaeologists, painters, writers, and photographers…
Citroën / Croisière exhibition, showcasing foreign culture and wildlife. (Photo: Citroën Communications).
Looking back…
André Citroën’s philanthropic efforts, societal contributions, and impact on France’s reputation in the world illustrate a legacy of innovation and social responsibility. His support for employee welfare, scientific exploration, and public safety initiatives, alongside his role in democratizing mobility, highlight his commitment to societal betterment. Simultaneously, his industrial leadership, global expansion, and technological advancements elevated France’s international standing, making him a worthy candidate for pantheonization, an initiative I also personally support. As we commemorate the anniversary of his passing on July 3, 1935, let us celebrate his enduring legacy and advocate for his recognition among France’s greatest figures.
AI-based creation.