Citroen


The History of Citroen

   

CitroŽn is a French car manufacturer. Founded in 1919 by André CitroŽn, it was one of the world's first mass-production car companies outside of the USA.  Since 1976 it has been part of PSA Peugeot CitroŽn, and its headquarters is on rue Fructidor,in Saint-Ouen, Seine-Saint-Denis, near Paris.  The brand celebrated its 90th Anniversary in 2009.
Originally a mass-market car maker with relatively straightforward designs, CitroŽn shocked the world in 1934 with the innovative Traction Avant, the world's first mass-production front wheel drive car (1934Ė57). Other significant models include the H Van (1947Ė81), the 2CV (1948Ė90), the DS (1955Ė1975) and the CX (1974Ė91).
CitroŽn was a keen marketeróhe used the Eiffel Tower as the world's largest advertising sign, as recorded in the Guinness Book of Records. He also sponsored expeditions in Asia and Africa, intended to demonstrate the potential for motor vehicles equipped with the Kégresse track system to cross inhospitable regions. The expeditions conveyed scientists and journalists.
In 1924, CitroŽn began a business relationship with American engineer Edward G. Budd. From 1899, Budd had worked to develop stainless steel bodies for railroad cars, for the Pullman in particular. Budd went on to manufacture steel bodies for many car makers, Dodge being his first big auto client. In 1928, CitroŽn introduced the first all-steel body in Europe.
The cars were initially successful in the marketplace, but soon competitors (who were still using a wooden structure for their bodies), introduced new body designs. CitroŽn did not redesign the bodies of his cars. CitroŽns still sold in large quantities in spite of not changing the body design, but the car's low price was the main selling point and CitroŽn experienced heavy losses.
In an attempt to remedy the situation, CitroŽn developed the Traction Avant. The Traction Avant had three revolutionary features: a unitary body with no separate frame, front wheel independent suspension, and front wheel drive. CitroŽn commissioned Budd to create a prototype, which evolved into the 7 horsepower (CV), 32 hp (24 kW) Traction Avant of 1934.
In 1933, CitroŽn also introduced the Rosalie, a passenger car with the worldís first commercially available diesel engine.
Achieving quick development of the Traction Avant and its production facilities at the same time was too costly and overly ambitious, causing the financial ruin of the company. In 1934, debt forced the company into foreclosure and it was then taken over by its biggest creditor, the tyre company Michelin. Fortunately for Michelin, the Traction Avant met with market acceptance and the basic philosophy that had led to this design continued.
During the German occupation of France in World War II, CitroŽn researchers continued their work in secret and developed the concepts that were later brought to market in the 2CV and DS. These were widely regarded by contemporary journalists as avant garde, even radical, solutions to automotive design.
This began a period of unusual brand loyalty, normally seen in the car industry only in niche brands, like Porsche and Ferrari. The cult-like appeal of the cars to CitroŽnistes took almost two decades to fade, from 1975 to about 1995.
CitroŽn unveiled the 2CV (2 fiscal horsepower, initially only 12 HP) at the Paris Salon in 1948. The car became a bestseller, achieving the designer's aim of providing rural French people with a motorized alternative to the horse. This car remained in production, with only minor changes, until 1990 and was a common sight on French roads until recently.
1955 saw the introduction of the DS, the first full usage of CitroŽn's now legendary hydropneumatic self-levelling suspension system that was tested on the rear suspension of the last of the Tractions. The DS was the first European production car with disc brakes.
The DS featured power steering, power brakes and power suspension, andófrom 1968ódirectional headlights. A single high-pressure system was used to activate pistons in the gearbox cover to shift the gears in the transmission and to operate the clutch on the Citromatic, CitroŽn's semi-automatic transmission.
This high-pressure hydraulic system would form the basis of many CitroŽn cars, including the SM, GS, CX, BX, XM, and Xantia. These vehicles shared the distinguishing feature of rising to operating ride height when the engine was turned on, like a "mechanical camel" (per Car & Driver magazine). A lever located just ahead of the driver's door allowed the driver to adjust the height of the car. On right-hand drive models, this lever was located behind the driver's right foot. The height-adjustability of the suspension allowed for clearing obstacles, and changing tyres. This type of suspension was uniquely able to absorb road irregularities without disturbing the occupants.
In 1963, CitroŽn negotiated with Peugeot to cooperate in the purchase of raw materials and equipment. Talks were broken off in 1965.
That year CitroŽn took over the French carmaker Panhard in the hope of using Panhard's expertise in midsize cars to complement its own range of very small, cheap cars (e.g., 2CV/Ami) and large, expensive cars (e.g., DS/ID). Cooperation between both companies had begun 12 years earlier, and they had agreed to a partial merger of their sales networks in 1953. Panhard ceased making vehicles in 1967.
That year CitroŽn purchased the Italian sports car maker Maserati and launched the grand tourer SM, which featured a V6 Maserati engine and a fully powered steering system called DIRAVI. The SM was engineered as if it were replacing the DS, a level of investment the GT sector alone would never be able to support, even in the best of circumstances. Circumstances became more unfavorable as the 1970s progressed. CitroŽn suffered another financial blow in the 1973 energy crisis. In 1974, the carmaker withdrew from North America, due to design regulations that outlawed core features of CitroŽn cars.
Huge losses at CitroŽn were caused by failure of the Comotor rotary engine venture, plus the strategic error of going the 15 years from 1955 to 1970 without a model in the profitable middle range of the European market, and the massive development costs for the GS, CX, SM, Birotor, Maserati Bora, Maserati Merak, and Maserati Khamsin modelsóeach a technological marvel in its own right.
CitroŽn was weak and unable to withstand the softening of the automobile market that accompanied the 1973 oil crisis. That year FIAT withdrew from PARDEVI and returned its 49% stake to Michelin. This was an ominous sign of things to come and, less than a year later, CitroŽn went bankrupt. The French government feared large job losses and arranged talks between Michelin and Peugeot, in which it was decided to merge Automobiles CitroŽn and Automobiles Peugeot into a single company. In 1974, Peugeot purchased 38.2% of CitroŽn and became responsible for managing the combined activities, in particular their research, purchasing, and investments departments.
Peugeot sold off Maserati to DeTomaso in May 1975, and the Italian firm was quickly able to exploit the image of the Maserati brand to sell tens of thousands of newly-designed Bi-Turbo models.
The takeover was completed in May 1976, as Peugeot SA purchased a 90% stake of CitroŽn SA and the companies were combined into a holding company, known as PSA Peugeot CitroŽn.
The PSA venture was a financial success from 1976 to 1979. CitroŽn had two successful new designs in the market at this time (the GS and CX), a resurgent CitroŽn 2CV, and the CitroŽn Dyane in the wake of the oil crisis, and Peugeot was typically prudent in its own finances, launching the Peugeot 104 based CitroŽn Visa and CitroŽn LNA. PSA then purchased the aging assets of Chrysler Europe, which it rebranded as Talbot, leading to losses from 1980 to 1985.
PSA gradually eliminated CitroŽn's ambitious attitude to engineering and styling in an effort to rebrand the marque as an economy brand. In the 1980s, CitroŽn models were increasingly Peugeot-based, which was part of a worldwide motor industry trend called "platform sharing." The 1982 BX used the hydropneumatic suspension system and still had a CitroŽnesque appearance, while being powered by Peugeot-derived engines and using the floorpan later seen on the Peugeot 405. By the late 1980s, many of the distinctive features of the marque had been removed or diluted - conventional Peugeot instruments, switchgear and dashboards replaced clean sheet ergonomic designs, complete with self cancelling indicators that CitroŽn had previously refused to adopt on ergonomic grounds.
CitroŽn has expanded into many new geographic markets. In the late 1970s, the firm developed a small car for production in Romania known as the Oltcit, which it sold in Western Europe as the CitroŽn Axel. Sales were adversely affected by poor build quality. That joint venture has ended, but a new one between PSA and Toyota is now producing cars like the CitroŽn C1 in the Czech Republic. In China, the C3 and Xsara are sold alongside the Fukang and Elysée local models. CitroŽn is still a global brand except in North America, where the company has not returned since the SM was effectively banned in 1974 for not meeting NHTSA bumper regulations.
Production of the versatile 2CV was ended in 1990. Companies like Chrysler with the CCV concept car, Toyota with the Scion xB and Honda with the Element have recognized the 2CV concept and translated it to the modern era. More recently, CitroŽn has introduced the C3 Pluriel, an unusual convertible with strong allusions to the 2CV, both in body style (such as the bonnet) and in its all-round practicality. A "retro style" C3-based, post-modern 2cv like the new VW Beetle and BMW MINI is under active consideration by CitroŽn.
The Pluriel is but one example of CitroŽn's return to innovation, after launching somewhat dull (although efficient) models throughout the 1990s. Other examples are the C2, C4, and C6. The introduction of newer models, such as the long-awaited XM replacement, the C6, indicates CitroŽn's continued commitment to innovation in the 21st century. But the days of clean-sheet thinking and truly radical innovation are long gone. Being too avant-garde and too far ahead of public taste is too risky.
At the beginning of 2009, CitroŽn announced that is was setting up a luxury brand called DS that would run parallel alongside its current car range. This brand (or marque) would use the name of the 1955 car to represent its future cars starting with the DS 3, a high quality small car based on the floor plan of the new C3. This car will début in early 2010 quickly followed by the larger DS 4 and the large DS 5 respectively. They will all be badged with the new DS logo rather than the familiar CitroŽn double chevron and all will have markedly different styling from their equivalent sister car.

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