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MOTORING

power brakes and power suspension. Its
aerodynamic shape also helped to reduce
fuel consumption and improve high speed
performance by reducing wind resistance.
By 1968, when directional headlights were
added, Citroën had already sold over a
million vehicles in the DS range.

CHALLENGES
As with many longstanding brands, though,
Citroën’s history was not without its share
of financial crises. In 1934, the French
government had to ask Michelin, the
company’s major creditor, to step in and
solidify the company’s financial affairs. In
1974, following the global oil crisis, Citroën
was again on the verge of bankruptcy.
Fearing large job losses, the French
government stepped in once more and
arranged talks with Peugeot, which resulted
in the brand taking up a 38,2% shareholding
in the company.
In South Africa, the French car
manufacturers joined other international
Robert Wienand, new car sales consultant in the Citroën Fourways showroom companies that enforced sanctions in an
attempt to compel the then government to
100 years of innovation and

engineering excellence.

the Citroën 5HP. Tapping into the principles position as the leading motor vehicle
of mass manufacture learnt during the war manufacturer in France and Europe.
years, Citroën built the first mass production
line of motor vehicles outside of the United THE SECOND PHASE
States. Within the first year, the company had With Pierre Boulanger taking over as CEO,
sold 10 000 units, after 5 years, its annual Citroën the brand continued to innovate,
production had reached 50 000 units, and although the tumult of the Second World War
within 8 years, Citroën had become Europe’s caused major disruptions. The Javel factory
largest car manufacturer and the 4th largest was bombed twice, causing the annual
motor vehicle company in the world. production to drop from 100 000 units to a
paltry 9 000 units. During this time, facing
As innovative as his car designs were, severe fuel shortages, Citroën adapted its
Citroën used some dynamic marketing Type 23 and Type 45 commercial vehicles to
methods, too. He organised the first run on gas.
automotive journey across parts of the
Sahara Desert to demonstrate the qualities With determination and innovation running
of Citroën’s half-track vehicles. He had through Citroën’s pipes, undaunted by the
an aerobatic plane write ‘Citroën’ in white disruption of the war, the brand launched
smoke across the sky above the exhibition three new models at the 1946 Paris Motor
centre staging the 7th Paris Motor Show; his Show, followed by the Citroën 2CV (this
brand name lit up the side of the Eiffel Tower vehicle was so popular, it had a 6-year
for 10 years; and he introduced miniature waiting list in 1948 and, by July 1990, more
replicas of his vehicles for the kids (and adult than 5 million 2CVs had been built).
kids) to play with. He also organised cross-
continent expeditions – first crossing Africa However, one of the most iconic Citroëns to
from north to south between October 1924 come out of the factory was the Citroën DS
and June 1925, and then crossing Asia, from that was unveiled at the Paris Motor Show
Beirut to Beijing in 1928. in 1955. It made history when, within 45
minutes of its unveiling, 750 orders had been
Ten years after the company was founded, placed and, by the end of the show, they had
Citroën introduced its first high speed truck sold almost 80 000 vehicles.
and, four years later, the company set a new
world record when the Citroën Rosalie 8CV With its space age look and Avant Garde
completed a 300 000km route in 134 days at interior, the DS seemed like it had come
an average speed of 58 miles per hour. straight out a science fiction movie. Apart
from making every other brand look old
By the time André Citroën passed away from and obsolete, it was the first European
cancer in 1935, at the age of 57, he had car to be fitted with disc brakes. It had
elevated the brand to the position of No.2 hydropneumatic suspension and hydraulic Some of the successful deliveries
in the world, while retaining the company’s assistance, as well as power steering, done by Citroën Fourways
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