The History of Citroën

The Double Chevron’s Odyssey

For most American drivers, the automotive landscape has historically been defined by the “Big Three” and, later, the influx of Japanese and German imports. Yet, across the Atlantic, a company bearing the iconic double chevron has spent over a century challenging conventions, defying engineering norms, and occasionally baffling consumers with its avant-garde approach to mobility. This is the history of Citroën—a French institution that operated with the soul of an artist and the mind of an engineer.

The Founder: A Man of Numbers and Vision

The story of Citroën begins not on a factory floor, but in the Jewish quarter of Warsaw, Poland, in 1878. André-Gustave Citroën was born into a family of diamond merchants. Even as a child, he displayed a fascination with mechanics and geometry. He studied at the prestigious École Polytechnique in Paris, where his sharp intellect and commanding presence were evident.

André’s entrepreneurial spirit was ignited during World War I. Tasked with organizing the production of munitions, he revolutionized manufacturing efficiency at the Quai de Javel plant in Paris, producing millions of artillery shells. This experience taught him the value of mass production, a concept he would soon apply to the nascent automobile industry.

The Early Years: The Traction Avant (1919–1957)

After the war, in 1919, André Citroën founded his automobile company. Unlike many of his contemporaries who built cars by hand for the wealthy, Citroën’s vision was democratic: he wanted to produce affordable, reliable vehicles for the masses. The first production model, the Type A, was launched in 1919. It was the first European car manufactured on an assembly line, predating Ford’s European dominance. By 1921, the company had produced 10,000 units.

However, the defining moment for the company—and the feature that truly set it apart from competitors—came in 1934 with the launch of the Traction Avant.

While American manufacturers like Chrysler and Cord were experimenting with front-wheel drive and unitary body construction, Citroën mass-produced the first mass-market car to combine these technologies. The Traction Avant (French for “front-wheel drive”) eliminated the traditional chassis, using a unitary body that was lighter and more rigid. It handled corners with a stability that rear-wheel-drive cars of the era could not match. To this day, the Traction Avant remains a symbol of pre-war innovation.

Hardship and Survival: The Michelin Era and the 2CV

André Citroën’s aggressive expansion and the Traction Avant’s complex, expensive development drained the company’s finances. By 1934, Citroën was facing bankruptcy. The company’s primary creditor, the tire manufacturer Michelin (founded by Édouard Michelin), stepped in to save the brand.

The Event: In December 1934, Michelin acquired the company, ousting André Citroën, who died of stomach cancer in March 1935, just months after losing control of his life’s work.

The Resolution: Michelin’s stewardship saved the company from liquidation. Under Michelin’s leadership, the company shifted focus to creating a rugged, utilitarian vehicle that could survive the poor road conditions of rural France and accommodate four people and 110 pounds of cargo. This resulted in the Citroën 2CV, known affectionately as the “Deux Chevaux.”

Launched in 1948 after years of development (and being hidden from the Nazis during WWII), the 2CV was the antithesis of the flashy luxury cars of the time. It featured a corrugated body for strength, a soft suspension that allowed it to drive over a plowed field without breaking an egg, and an air-cooled twin-cylinder engine. It was a masterpiece of function over form, designed for the working class.

Racing Glories and Engineering Peaks

Citroën’s engineering prowess wasn’t limited to road cars. The company had a storied motorsport history, particularly in endurance rallying.

In the late 1980s and early 1990s, the Citroën ZX Rallye-Raid dominated the Dakar Rally, winning the event four times consecutively (1991, 1992, 1993, 1994). This success showcased the durability of their diesel engines and the efficacy of their off-road chassis technology, a far cry from the fragile image some associated with the brand.

The pinnacle of Citroën’s engineering achievement arrived in 1989 with the launch of the Citroën XM. This flagship sedan introduced Hydractive suspension, a computer-controlled active suspension system that could scan the road ahead and adjust the car’s ride height and damping in milliseconds. It could literally “lean” into corners like a motorcycle, defying physics. While complex and prone to leaks in later years, it was a technological marvel that no other mass-market car manufacturer could rival.

U.S. Reception: The Love-Hate Relationship

Citroën’s history in the United States is a fascinating study in niche appeal.

The Golden Era (1950s): In the post-war era, American consumers were captivated by the 2CV. It was quirky, fuel-efficient, and utterly different from the massive Detroit cruisers. For a brief period, it was a hit among beatniks, artists, and intellectuals. The Citroën DS (launched in 1955) also found a small following among American elites who appreciated its spaceship-like dashboard and hydropneumatic suspension.

The Decline (1970s–1990s): As the 1970s progressed, the U.S. market shifted toward safety regulations (the 5-mph bumper mandate) and emissions standards. Citroën’s lack of a local manufacturing base meant retrofitting their unique designs to meet these rules was cost-prohibitive. Furthermore, the complexity of their suspension systems made them difficult for local mechanics to repair. By the early 1970s, sales dwindled. The Citroën BX and early Citroën Xantia models failed to gain traction, largely due to a lack of dealer support and a brand image that was perceived as too fragile for the rugged American lifestyle.

The End: Citroën officially withdrew from the North American market in 1974, briefly attempting a return with the BX in the late 80s before pulling out permanently in 1991. Today, the brand is absent from the U.S. market, leaving only a legacy of vintage cars maintained by dedicated enthusiasts.

Mergers, Acquisitions, and the PSA Group

Following the Michelin era, the company remained independent for a time, but the global oil crisis of the 1970s hit European manufacturers hard. In 1974, Citroën acquired the struggling Panhard-Levassor company, but sold it to Peugeot shortly after.

To compete with the rising tide of Japanese imports and the might of German giants, Citroën sought a partner. In 1974, Citroën acquired a 49% stake in Maserati (later selling it to De Tomaso and then Fiat), trying to blend Italian performance with French luxury, though this venture was short-lived.

The most significant corporate shift occurred in 1976. Citroën purchased the French manufacturer Panhard but sold it soon after to Peugeot. However, the real consolidation happened when Peugeot S.A. acquired a controlling interest in Citroën, forming the PSA (Peugeot Citroën) Group.

• Acquirer: Peugeot S.A. (now Stellantis)
• Year: 1976
• Operation: PSA operated Citroën as a distinct brand, allowing it to maintain its unique engineering identity while sharing platforms and parts with Peugeot to cut costs.

Sales Figures and Key Models

The First Model:

• Model: Citroën Type A
• Year: 1919
• Production Volume: Approximately 25,000 units before being replaced in 1921.
• U.S. Reception: Limited, as the brand was just establishing itself.

The Most Popular Model: The Citroën 2CV The 2CV is arguably the most iconic vehicle in the company’s history.

• Global Sales: Over 9 million units sold between 1948 and 1990.
• U.S. Sales: While official figures are spotty due to the grey market imports, it is estimated that fewer than 20,000 were sold through official channels. However, its cultural penetration was massive.
• Why it was popular: It was the “umbrella on wheels”—simple, cheap to buy and run, repairable with a wrench and a screwdriver, and capable of traversing terrain that would stop a Jeep. It symbolized freedom and practicality.

The Current Flagship (Latest Model): Citroën currently operates under the umbrella of Stellantis, the massive automotive conglomerate formed in 2021 by the merger of PSA Group and Fiat Chrysler Automobiles (FCA).

• Current Status: Operational and profitable in Europe, Asia, South America, and the Middle East.
• Latest Major Model: The Citroën C5 X (launched 2021). It represents a return to the flagship sedan segment, utilizing the company’s “Advanced Comfort” active suspension to revive the plush ride quality of the classic DS.
• U.S. Status: Citroën is not currently sold in the United States, and there are no immediate plans for a return, though its parent company Stellantis sells Dodge, Jeep, Ram, and Chrysler vehicles domestically.

What Makes Citroën Different?

If Toyota is the benchmark for reliability and BMW is the benchmark for driving dynamics, Citroën has always been the benchmark for innovation and comfort.

1. Hydropneumatic Suspension: For decades, Citroën cars didn’t use metal coil springs. They used spheres filled with pressurized hydraulic fluid and nitrogen. This provided a ride quality described as “magic carpet” — gliding over bumps rather than bouncing on them.
2. Active Safety: Citroën was one of the first to fit front disc brakes as standard (on the DS in 1955) and developed speed-sensitive power steering long before it was common.
3. Design Philosophy: Citroën often prioritizes aerodynamics and interior space over conventional styling, resulting in vehicles that are often polarizing but always distinct.

Factory Operations

Historically, Citroën’s main assembly plant was the Poissy factory, located about 20 miles west of Paris. Originally built in 1938, it was designed by the famous architect Auguste Perret. It was a marvel of modern industrial design, featuring a reinforced concrete structure that allowed for vast, open floor plans essential for assembly lines.

Today, Citroën’s operations are integrated into the Stellantis manufacturing network. Major facilities include:

• Mulhouse (France): The primary site for higher-end models like the C5 X.
• Rennes (France): Produces SUV models like the C5 Aircross.
• Vigo (Spain): A massive plant producing compact cars and small SUVs for global markets.

These factories operate on the principles of “Lean Manufacturing” and “Just-in-Time” delivery, heavily influenced by the Toyota Production System but adapted for the European supply chain.

Marketing and Special Events

Citroën’s marketing has always been as unconventional as its cars.

1. The “L’Évidence” Campaign (DS Launch, 1955): When the DS was launched at the Paris Motor Show, it was a sensation. 12,000 orders were placed in the first 24 hours. The marketing relied on the car’s futuristic design, famously described by novelist Flaubert as “a masterpiece of modernity.”

2. The “Mini-Zuper” (2CV Marketing): In the 1980s, Citroën had to combat the image of the 2CV being outdated. They launched campaigns highlighting its “retro-cool” status. A notable event was the “2CV World Championship,” a circus-like touring event that brought 2CV racing to festivals, reinforcing the car’s fun, grassroots image.

3. “Citroën Off Road” (SUV Era): In recent years, as the market shifted to SUVs, the company launched the Citroën C3 Aircross and C5 Aircross. Their marketing strategy focused on “positivity” and “optimism,” using bright colors and modular interiors to appeal to young families. They avoided the aggressive “conquer the mountain” imagery of American SUV ads, instead focusing on urban versatility and comfort.

Current Status and Outlook

Status: Citroën remains a vital part of Stellantis. While the brand has faced challenges in maintaining its distinct engineering identity (much of its current lineup shares platforms with Peugeot, Opel, and even Ford), it has recently undergone a design renaissance.

Outlook: The future of Citroën lies in electric mobility and “Advanced Comfort.” The company has committed to electrifying its lineup, with models like the ë-C4 (an electric compact crossover) leading the charge. The brand is currently profitable and holds a strong market share in Europe and South America.

However, the American market remains a closed door. The brand’s quirky, soft-riding nature does not align with the American preference for trucks and large SUVs, and the cost of establishing a dealer network would be astronomical. Therefore, the American perspective on Citroën will likely remain that of a historical curiosity—a fascinating “what if” of automotive history, best experienced in vintage form or admired from afar.

In summary, Citroën is a testament to the idea that cars can be more than just transportation; they can be an experience. From the utilitarian 2CV to the futuristic DS and the resilient C5 X, the double chevron continues to wave a flag of French defiance against the ordinary.