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144-899: Citroën ( French pronunciation: [sitʁɔɛn] ) is a French automobile brand . The "Automobiles Citroën" manufacturing company was founded on 4 June 1919 by André Citroën . Citroën has been owned by Stellantis since 2021 and previously was part of the PSA Group after Peugeot acquired 89.95% share in 1976. Citroën's head office is located in the Stellantis Poissy Plant in Saint-Ouen-sur-Seine since 2021 (previously in Rueil-Malmaison) and its offices studies and research in Vélizy-Villacoublay, Poissy (CEMR), Carrières-sous-Poissy and Sochaux-Montbéliard. In 1934,

288-439: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

432-469: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

576-775: A "go slow" on production of trucks for the Wehrmacht , many of which were sabotaged at the factory by putting the notch on the oil dipstick in the wrong place, which resulted in engine seizure. In 1944 when the Gestapo headquarters in Paris was sacked by the French Resistance , his name was prominent on a Nazi blacklist of the most important enemies of the Reich, to be arrested in the event of an allied invasion of France. Citroën researchers, including Paul Magès , continued their work in secret, against

720-561: A 10 HP car that would be better equipped, more robust and less costly to produce than any rival product at the time. The result was the Type A , announced to the press in March 1919, just four months after the guns fell silent. The first production Type A emerged from the factory, located at Quai de Javel , Vaugirard , Paris , at the end of May 1919 and in June it was exhibited at a show room at Number 42, on

864-419: A 38.2% share of Citroën and on 9 April 1976 they increased their stake of the then bankrupt company to 89.95%, thus creating the PSA Group (where PSA is short for Peugeot Société Anonyme ), becoming PSA Peugeot Citroën . In May 1975 Maserati was sold to De Tomaso and the new Italian owner was thereby able to exploit the sales potential of the models and technology developed by Citroën, as well as to utilise

1008-567: A First World War air reconnaissance photography specialist with the French Air Force ; he was capable and efficient and finished the war with the rank of captain. He was also courageous, having been decorated with the Military Cross and the Legion of Honour. He started working for Michelin in 1918, reporting directly to Édouard Michelin , co-director and founder of the business. Boulanger joined

1152-636: A brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall, a brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

1296-400: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

1440-403: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

1584-463: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

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1728-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

1872-508: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

2016-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

2160-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

2304-415: A commercial stake in the company. From 1918, the new Type D was marketed. It had a four-cylinder engine of 998cc and four-speed gearbox, and was rated at 8CV. It was available in 3-seat torpedo , 4-seat sedan or saloon versions, with wheelbases between 250 cm (98 in) and 290 cm (114 in). With prices between 10,200 F and 16,500 F remained very affordable. In April 1919 André Morel joined

2448-448: A company, which was being picketed by striking workers who had been blocking access to the factories for four weeks. The demonstration was successful and six days later work at the plants resumed. Jacques Lombard, one of the company's senior managers, had gone public with his concerns, criticising the strikes. PSA gradually diluted Citroën's ambitious, highly individualistic, and distinctive approach to engineering and styling. All through

2592-558: A control valve, with actuating pistons in the gearbox cover to shift the gears in the transmission , and the clutch was operated automatically by the system, so there was no clutch pedal. From 1957 the ID19 model offered a simplified hydraulic system, with manual steering and conventional manual gearshift, and a significant price reduction. From 1968, with revised front end style, the DS also introduced auxiliary driving lights, that moved directionally with

2736-1021: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

2880-472: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

3024-462: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

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3168-507: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

3312-692: A model in the profitable middle range of the European market, plus the massive development costs a string of new models: the GS , GS Birotor , CX , SM , Maserati Bora , Maserati Merak , Maserati Quattroporte II , and Maserati Khamsin . Each of these models is a technological marvel in its own right. Thus, forty years after the bankruptcy related to the Traction Avant , Citroën went bankrupt again, losing its existence as an independent entity; selling Berliet and Maserati and closing Comotor. Fearing large job losses due to

3456-635: A museum of its many significant vehicles: the Conservatoire with 300 cars. In line with the severe decline in European car sales after 2009, worldwide sales of vehicles declined from 1,460,373 in 2010 to 1,435,688 in 2011, with 961,156 of these sold in Europe. In 2011, the PSA Group was close to forming a partnership with BMW, for the development of electric and hybrid vehicles, but the talks fell through, shortly after Groupe PSA, Citroën's parent company, had announced

3600-727: A new one between PSA and Toyota is now producing cars like the Citroën C1 in the Czech Republic . The China joint venture began selling cars in 1984 and building them in 1994. The range of family cars there included the C3 and Xsara and locally designed cars like the Fukang and Elysée models. By 2014 the brand had increased its Chinese sales by 30%, amid overall market growth of 11%, and ranked highest in China's 2014 JD Power satisfaction survey. Citroën

3744-455: A partnership with GM, which later also failed. Dongfeng Peugeot-Citroën continues growing, and has developed eight new car designs exclusively for the China market. By 2016 Citroën (and Peugeot ) faced the same challenge as Volkswagen in China: there were too many sedans and hatchbacks , but not enough models in the strong selling SUV and minivan /MPV categories. The brand ranked highest in

3888-399: A receiver, it runs the risk of the receiver incorrectly interpreting the message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with

4032-555: A round trip from August to December 1925. This vehicle is now fully restored and in the collection of the National Museum of Australia . In 1924, Citroën began a business relationship with the American engineer Edward G. Budd . From 1899, Budd had worked to develop stainless steel bodies for railroad cars, for Pullman in particular. Budd went on to manufacture steel bodies for many automakers, Dodge being his first big auto client. At

4176-631: A study to clarify and support brand differentiation within a brand portfolio". Citroën entered the Indian market in early 2021 with the launch of the C5 Aircross SUV manufactured at the Hindustan Motors Thiruvallur plant in Tamil Nadu , India. In early 2009, Citroën announced the development of the premium brand DS , for Different Spirit or Distinctive Series (although the reference to

4320-466: A successful six-year stint working with Mors between 1908 and the outbreak of war . The decision to switch to automobile manufacturing was taken as early as 1916, which is the year when Citroën asked the engineer Louis Dufresne, previously with Panhard , to design a technically sophisticated 18HP automobile he could produce in his factory once peace returned. Long before that happened, however, he had modified his vision and decided, like Henry Ford , that

4464-739: A technological leap forward was pursued to a limited extent: in 1965 the Rolls-Royce Silver Shadow used this type of suspension, while the 1963 Mercedes-Benz 600 and Mercedes-Benz 300SEL 6.3 tried to replicate its advantages with a costly, complex and expensive to maintain, air suspension , that avoided the Citroën-patented technology. By 1975, the Mercedes-Benz 450SEL 6.9 was finally produced with this proven system and Mercedes-Benz continues to offer variations on this technology today. During Citroën's 1968–1975 venture with Maserati ,

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4608-414: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

4752-407: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

4896-504: A unitary body with no separate frame , four wheel independent suspension and front-wheel drive . Whereas for many decades, the vast majority of motor cars were similar in conception to the Ford Model T – a body bolted onto a ladder frame which held all the mechanical elements of the car, a solid rear axle that rigidly connected the rear wheels and rear wheel drive . The Model T school of automobile engineering proved popular because it

5040-467: A very soft, interconnected suspension, but did not have the more complex self-levelling feature . This car remained in production, with only minor changes, until 1990 and was a common sight on French roads until recently; 9 million 2CV variants were produced in the period 1948–1990. 1955 saw the introduction of the DS , the first full usage of Citroën's hydropneumatic self-levelling suspension system, tested on

5184-509: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

5328-413: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

5472-420: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

5616-403: Is a fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives

5760-515: Is a global brand, except in North America, where the company has not returned since the SM was effectively banned in 1974 for not meeting U.S. National Highway Traffic Safety Administration (NHTSA) bumper height regulations. In 2016, Peugeot–Citroën South Africa (PCSA) announced that they were going to stop importing new Citroën models into South Africa in order to focus on increasing Peugeot's sales in

5904-433: Is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of

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6048-469: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

6192-410: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

6336-440: Is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

6480-442: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

6624-406: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

6768-564: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

6912-607: The Champs-Élysées in Paris which normally sold Alda cars . Citroën persuaded the owner of the Alda business, Fernand Charron , to lend him the show-room, which is still in use today. This C42 showroom is where the company organises exhibitions and shows its vehicles and concept cars. A few years later, Charron would be persuaded to become a major investor in the Citroën business. On 7 July 1919,

7056-629: The Dyane , and soon the Peugeot 104 based Citroën Visa and Citroën LNA . Peugeot was typically prudent with its own finances. Then, PSA purchased the ageing assets and substantial liabilities of Chrysler Europe for $ 1, leading to losses from 1980 to 1985. PSA resurrected the Talbot name for the Chrysler cars, but stopped producing cars with the badge in 1987 as the cars were considered unreliable and poorly-made. At

7200-479: The Faubourg Saint-Denis area of the 10th arrondissement of Paris and moved in 1912 to 31 Quai de Grenelle in the 15th arrondissement of Paris . André Citroën (1878–1935) built armaments for France during World War I ; after the war, however, he realized that unless he planned ahead he would have a modern factory without a product. Citroën was already experienced in the automotive business, thanks to

7344-814: The M2 Half Track Car and M3 Half-track versions. The U.S. eventually produced more than 41,000 vehicles in over 70 versions between 1940 and 1944. After their 1940 occupation of France, the Nazis captured many of the Citroën half-track vehicles and armored them for their own use. Citroën used the Eiffel Tower as the world's largest advertising sign, as recorded in Guinness World Records . He also sponsored expeditions in Asia ( Croisière Jaune ), North America (Croisière Blanche) and Africa (Croisière Noire), demonstrating

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7488-761: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

7632-474: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

7776-478: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

7920-400: The "…potential to add positive – or suppress negative – associations to the brand's equity" Thus, a brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint,

8064-432: The 1960s, Citroën undertook a series of financial and development decisions, aiming to build on its strength of the 1950s with the successful 2CV, Type H, and DS models. Nevertheless, these maneuvers were insufficiently effective, and Citroën went bankrupt again in 1974. These measures were to address two key gaps facing the company: These steps include: The teams of Charles Marchetti and Citroën began working together on

8208-438: The 1980s, Citroën models became increasingly Peugeot-like. The 1982 BX used the hydropneumatic suspension system and had a typical Citroënesque appearance, whilst being powered by Peugeot-derived engines and using the floorpan later seen on the Peugeot 405 . In this respect PSA followed the worldwide motor industry trend of platform sharing which is a logical way to reduce costs whilst selling apparently different models. By

8352-510: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

8496-463: The 2014 customer satisfaction survey by JD Power in China, above luxury brands like Mercedes-Benz and BMW , and above mass market brands, like Volkswagen, ranking only thirteenth and seventeenth respectively. In the first ten months of 2014 in China, the sales of Dongfeng Citroën cars increased by 30% in an overall market growth of 11%. Despite the near-death financial experience of PSA Peugeot Citroën in 2014, and financial rescue by Dongfeng Motors ,

8640-632: The 2019 Geneva International Motor Show , the manufacturer presented the Ami One concept car to celebrate its 100th anniversary. Then, in May 2019, it unveiled the Citroën 19_19 Concept at the Viva Technology show in Paris. In the early 1980s, Citroën was targeted by union action. On 25 May 1982, events led to a mass demonstration in the streets of Paris, when approximately 27,000 workers affirmed their wish to work at

8784-406: The 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in

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8928-470: The 526,443 of 1971, and enough to lift the company past Peugeot into second place among French auto makers when ranked by sales volume. The older models continued to sell well: the peak production period of the DS was 1970, and 2CV was in 1974. As the 1970s progressed, circumstances became more unfavourable. In 1973, Fiat sold back to Michelin its 49% stake in the PARDEVI holding company that owned Citroën,

9072-606: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

9216-438: The Citroën and DS brands worked to develop new technologies with the hope to grow 15% by 2020, according to Citroën CEO Linda Jackson and DS CEO Yves Bonnefont . In the end sales of the Citroën and DS brands in Europe and China fell by 22% by 2019, and fell even further during the 2020 COVID outbreak. In January 2020, Linda Jackson was succeeded as CEO of Citroën by the deputy CEO Vincent Cobée , and she would instead "lead

9360-429: The Citroën and Fiat joint announcement indicated that the benefits foreseen for their union in 1968 had failed to materialise. This was not in line with the tyre company's long-term strategy of ending involvements in the car manufacturing business and created a very unstable ownership situation. The company suffered another financial blow with the 1973 energy crisis . The gamble on Comotor and Maserati showed that there

9504-631: The Citroën high-pressure hydraulic system was used on several Maserati models : for power clutch operation (Bora); power pedal adjustment (Bora); pop-up headlights (Bora, Merak); brakes (Bora, Merak, Khamsin); steering (Khamsin) and the entire Quattroporte II prototype, which was a four-door Citroën SM under the skin. Citroën was one of the early pioneers of the now-widespread trend of aerodynamic automobile design, which helps to reduce fuel consumption and to improve high-speed performance, by reducing wind resistance . The DS could happily cruise at 160 km/h (100 mph) without any discomfort for

9648-510: The Le Zèbre brand destabilized by the loss of key personnel, the original Type A reappeared, delivered with the Type C chassis and a slightly modified body. At the beginning of 1923, only Types A and D appeared in the catalogue, supplemented at the end of the year by the Type E, a sports version of the Type D. The pre-war Type C also reappeared, with sightly revised and improved bodywork. It was not until

9792-524: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

9936-720: The Michelin board in 1922 and became president of Citroën in January 1938 after the death in a road accident of his friend Pierre Michelin remaining in this position until his own death in 1950. In 1938, he also had become Michelin's joint managing director. During the German occupation of France in World War II Boulanger refused to meet Dr. Ferdinand Porsche or communicate with the German authorities except through intermediaries. He organized

10080-573: The Paris Motor Show in October 1924, Citroën introduced the Citroën B10 , the first all-steel body in Europe. These automobiles were initially successful in the marketplace, but soon competitors who were still using a wooden structure for their vehicles, introduced new body designs. Citroën, who did not redesign the bodies of his cars, still sold in large quantities nonetheless, the cars' low price being

10224-504: The Traction Avant, tearing down and rebuilding the factory (in five months) and the extensive marketing efforts, were investments that resulted too costly for Citroën to do all at once, causing the financial ruin of the company. In December 1934, despite the assistance of the Michelin company, Citroën filed for bankruptcy. Within the month, Michelin , already the car manufacturer's largest creditor, became its principal shareholder. However,

10368-464: The Type B. More imposing, it was a 1750cc four-cylinder, four-seater car, rated at 10CV and with a wheelbase of 260 cm (103 in). It sold for 6,000 F, which constituted another economic tour de force for the time. The Type B was closely followed by the Type C, also a four-cylinder three-speed, but this time of 785cc, which was available only as a two-seat torpedo body on its 200 cm (80 in) wheelbase. All three models were produced from

10512-500: The animal's skin with a hot branding iron . If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in

10656-476: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

10800-555: The automobile industry only in niche brands, like Porsche and Ferrari . Citroën unveiled the Citroën 2CV or Deux Chevaux signifying two tax horsepower and initially only 9 hp (6.7 kW), 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 . It was unusually inexpensive to purchase and, with its small two cylinder engine, inexpensive to run as well. The 2CV pioneered

10944-515: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

11088-406: The basis of over 9 million Citroën cars, including the DS , SM , GS , CX , BX , XM , Xantia , C5 , and C6 . Self-levelling suspension is the principal user benefit: the car maintains a constant ride height above the road, regardless of passenger and cargo load and despite the very soft suspension. Hydropneumatic suspension is uniquely able to absorb road irregularities without disturbing

11232-427: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

11376-530: The best post-war opportunities in auto-making would involve a lighter car of good quality, but made in sufficient quantities to be priced enticingly. In February 1917 Citroën contacted another engineer, Jules Salomon , who already had a considerable reputation within the French automotive sector as the creator, in 1909, of a little car called Le Zèbre . André Citroën's mandate was characteristically demanding and characteristically simple: to produce an all-new design for

11520-588: The body panels; it was named 2010 Car of the Year by Top Gear Magazine , and was awarded best supermini four times in a row by the JD Power Satisfaction Survey UK and second most efficient supermini (Citroën DS3 1.6 e-HDi 115 Airdream : True MPG 63.0mpg) by What car ? behind the C3 . In 2013 the DS3 was again the best-selling premium subcompact car, with 40% of the European market share, validating

11664-401: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

11808-412: The brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way a brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example,

11952-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

12096-425: The brand". Touch points represent the channel stage in the traditional communication model, where a message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has

12240-400: The brand's intended message through its IMC. Although IMC is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to

12384-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

12528-455: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

12672-594: The branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

12816-412: The business model of this product development. Brand The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into

12960-447: The clearing of obstacles, fording shallow (slow-moving) streams and changing tyres. Since Citroën was underfunded, its vehicles had the tendency to be underdeveloped at launch, with limited distribution and service networks outside France. Consequently, the early DS models experienced teething issues with the complex hydraulic system, eventually, the hydraulic seals and system component design were sorted, becoming reliable. Licensing such

13104-468: The company as Sales Manager for the whole of the Southern France. In 1921, Edmond Moyet (Chief Engineer), Morel , Akar and Lamy withdrew from the company to create a rival company, Amilcar . Le Zèbre struggled to cope with the loss of these key personnel and their associated capital, as well a good deal of their commercial network which Lamy and Akar were able to lure away to their new project. With

13248-436: The company to retain the majority of its employees and avoid military requisition, unlike most other French car factories. In 1917 the two founders split up. Jules Salomon left the company and met André Citroën , the then director general at Mors and was instrumental in the development of the first Citroen cars. Le Zèbre’s ownership structure was revised, with Jacques Bizet resigning his executive position, although retaining

13392-625: The company’s new factory in Suresnes . Le Zèbre became well known for their unique blend of robustness, reliability and low running costs. On the outbreak of the First World War, the particularly light Le Zèbre cars turned out to be a “go-anywhere” vehicle and were selected for use as liaison vehicles by the French Army . From 1915, the Ministry of War placed an order for 40 cars per month, which allowed

13536-501: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

13680-589: The country. In May 2019, it was reported that PCSA would re-introduce the Citroën brand into South Africa, this was later confirmed by PCSA, in August 2019, that new Citroën models will go on sale in the middle of October 2019. From 2003 to 2010, Citroën produced the C3 Pluriel, an unusual convertible with allusions to the 1948–1990 2CV model, both in body style (such as the bonnet) and in its all-round practicality. In 2001 it celebrated its history of innovation when it opened

13824-449: The development of the RE-2  [ fr ] helicopter . From a model range perspective, the 1970s started well, supported by the successful launch of the long-awaited mid-size Citroën GS , finally filling the huge gap between the 2CV and the DS – with a 1-litre, hydropneumatically suspended car. The GS went on to sell 2.5 million units; 601,918 cars were produced in 1972 alone, up from

13968-483: The end of 1924 that a much more serious project saw the light of day, in the form of the Type Z. Entirely designed by the English engineer Harry Ricardo , known in the automotive world for his studies on combustion systems and the many associated patents he held, it had a 2-litre 10CV, four cylinder engine with aluminium pistons, hemispherical combustion chambers, and was priced from 24,000 F. The Le Zèbre- Ricardo partnership

14112-516: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

14256-454: The express orders of the Germans, and developed the concepts that were later brought to market in three remarkable vehicles – a small car (2CV), a delivery van (Type H) and a large, swift family car (DS). These were widely regarded by contemporary journalists as avant garde , even radical, solutions to automotive design. Thus began a decades-long period of unusual brand loyalty , normally seen in

14400-414: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

14544-449: The firm established its reputation for innovative technology with the Traction Avant . This was the world's first car to be mass-produced with front-wheel drive and four-wheel independent suspension, as well as unibody construction, omitting a separate chassis, and instead using the body of the car itself as its main load-bearing structure. In 1954, they produced the world's first hydropneumatic self-levelling suspension system; then

14688-401: The first customer took delivery of a new Citroën 10HP Type A . In the same year, it produced 30 cars daily, totaling 2,810 vehicles, with 12,244 produced in 1920. That same year, André Citroën briefly negotiated with General Motors a proposed sale of the Citroën company. The deal nearly closed, but General Motors ultimately decided that its management and capital would be too overstretched by

14832-426: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

14976-642: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

15120-560: The historical Citroën DS is evident), to run in parallel to its mainstream cars. The slogan of the DS car marque is "Spirit of avant-garde". This new series of cars started early in 2010, with the DS3 , a small car based on the floorpan of the new C3. The DS3 is based on the concept that preceded the C3 Pluriel production model and the Citroën DS Inside concept car. The DS3 is customisable with various roof colours contrasting with

15264-460: The image of the Maserati brand in a downward brand extension to sell 40,000 of the newly designed Bi-Turbo models. The truck manufacturing company Berliet was sold to Renault . This new PSA venture was a financial success from 1976 to 1979. Citroën had two successful new designs in the market, the GS and CX . In the wake of the oil crisis, the brand also had resurgent sales for the 2CV and

15408-436: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

15552-446: The late 1980s, many of the distinctive features of the brand had been removed or altered. Peugeot's conventional switchgear replaced Citroën's quirky but ergonomic Lunule designs, complete with self-cancelling indicators that Citroën had refused to adopt on ergonomic grounds. The cars were "more banal and conventional", but also able to break into new markets, like fleet vehicles in the UK. In

15696-430: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

15840-419: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

15984-532: The main selling point, which factor however caused Citroën to experience heavy losses. In 1927, the bank Lazard helped Citroën by bringing new much-needed funds, as well as by renegotiating its debt—for example, by buying out the Société de Vente des Automobiles Citroën (SOVAC). It went even further by entering in its capital and being represented on the board; the three directors sent by Lazard were Raymond Philippe, Andre Meyer and Paul Frantzen. André Citroën perceived

16128-473: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

16272-540: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

16416-657: The meantime Citroën expanded into many new global markets. Beyond existing manufacturing plants in Argentina , Chile , Vietnam , and Yugoslavia , it added Iran , Greece , Romania , and China . 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 Citroën Axel . That joint venture has now ended, but

16560-418: The minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding

16704-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity

16848-433: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

16992-579: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

17136-549: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

17280-471: The need to differentiate his product, to avoid the low price competition surrounding his conventional rear drive models in the late 1920s and early 1930s. In 1933 he introduced the Rosalie, the first commercially available passenger car with a diesel engine , developed with Harry Ricardo . The Traction Avant is a car that pioneered the mass production of three revolutionary features that are still in use today:

17424-427: The occupants and is often compared to riding on a magic carpet for this reason. 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 ( later replaced by an electronic switch ) beside the driver's seat allowed the driver to adjust the height of the car; this height adjustability allows for

17568-460: The occupants. The firm began using a wind tunnel in the 1950s, helping them to create highly streamlined cars, like the DS, that were years ahead of their competitors, and so good were the aerodynamics of the CX model, that it took its name – c x {\displaystyle \mathbf {c} _{\mathrm {x} }\,} – from the mathematical term used to measure the drag coefficient. In

17712-506: The patent for very little money, leading to the invention that is credited to Citroën: double helical gears. In 1901, at the age of 23, André Citroën partnered with André Boas and Jacques Hinstin, whom he had known since their days at Lycée Condorcet . Together, they invested a significant portion of Citroën's inheritance to found the company "Citroën, Hinstin et Cie," a manufacturing business specializing in gears, particularly V-shaped helical gears. The company started with about ten workers in

17856-449: The poor cash flow situation and the unstable ownership structure, the French government arranged talks between Citroën and Michelin culminating in the merger of Automobiles Citroën and Automobiles Peugeot into a single company. Thus, one year after the break with Fiat, on 24 June 1974 Citroën announced the new partnership, this time with Peugeot. to whom Michelin agreed to transfer control of the business. In December 1974 Peugeot S.A. acquired

18000-491: The potential for motor vehicles equipped with the Kégresse track system to cross inhospitable regions. These expeditions conveyed scientists and journalists . Demonstrating extraordinary toughness, a 1923 Citroën that had already travelled 48,000 km (30,000 mi) was the first car to be driven around Australia. The car, a 1923 Citroën 5CV Type C Torpedo, was driven by Neville Westwood from Perth , Western Australia , on

18144-473: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

18288-513: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

18432-451: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Le Z%C3%A8bre Le Zèbre was a French make of car built between 1909 and 1931 in Puteaux , and later Suresnes . The company was founded by Jules Salomon and Georges Richard initially with finance from Jacques Bizet , son of composer Georges Bizet . Julius Salomon

18576-476: The rear suspension of the Traction in 1954. The DS was also the first production car with modern disc brakes . A single high-pressure hydraulic system was used to actuate the power steering , the suspension and brakes; the brakes were fully powered, not power assisted, as pedal force was not a component of braking power. The gearshift, (semi- automatic transmission ) was also powered by the hydraulic system through

18720-429: The revolutionary DS , the first mass-produced car with modern disc brakes , in 1955; and in 1967 they introduced in several of their models swiveling headlights that allowed for greater visibility on winding roads. These cars have received various national and international awards, including three European Car of the Year awards. Born to a Dutch father and a Polish mother, both of Jewish heritage, André Citroën

18864-466: The steering, improving visibility at night. Production from 1956 to 1975 totalled almost 1.5 million cars. The streamlined car was remarkable for its era and had a remarkable sounding name – in French, DS is pronounced [de.ɛs] , which sounds the same as déesse , which means Goddess . It placed third in the 1999 Car of the Century competition. This high-pressure hydraulic system would form

19008-536: The takeover, thus, Citroën remained independent until 1935. Between 1921 and 1937, Citroën produced half-track vehicles for off-road and military uses, using the Kégresse track system. In the 1920s, the U.S. Army purchased several Citroën-Kégresse vehicles for evaluation followed by a licence to produce them. This resulted in the United States Army Ordnance Department building a prototype in 1939. In December 1942, it went into production with

19152-467: The technologically advanced Traction Avant had met with market acceptance, and the basic philosophy of cutting-edge technology used as a differentiator, continued until the late 1990s. Pierre Michelin became the chairman of Citroën early in 1935. Pierre-Jules Boulanger , his deputy, became the vice-president and chief of the engineering and design departments. In 1935, the founder André Citroën died from stomach cancer. Pierre-Jules Boulanger had been

19296-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

19440-400: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

19584-417: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

19728-489: Was a serious flaw with the plan particularly for companies producing engines with high fuel consumption. In 1974, the carmaker withdrew from North America due to U.S. design regulations that outlawed core features of Citroën cars (see Citroën SM ). Huge losses at Citroën were caused by the failure of the Comotor rotary engine venture added to the strategic management error of going the 15 years from 1955 to 1970 without

19872-531: Was a young graduate of the School of Commerce and Industry in Bordeaux, and began his career at Rouart Brothers who were engine makers. He later moved to Georges Richard where he met Jacques Bizet, who had the funds to back a new automotive brand and the ambition to leave a legacy to rival that of his father. The two friends decided not to give their names to the car, instead opting to call it "Le Zèbre" (The Zebra), which

20016-435: Was born in Paris on February 5, 1878. At the age of 7 his father committed suicide as a result of a failed business venture. Citroën was a graduate of the École Polytechnique in 1900. In that year he visited Poland, the homeland of his mother, who had recently passed away. During that holiday, he saw a carpenter working on a set of gears with a fish bone structure. These gears were less noisy, and more efficient. Citroën bought

20160-546: Was considered cheap to build, although it did pose dynamic defects as automobiles were becoming more capable, and resulted in heavier cars, which is why today cars are more like the Traction Avant than the Model T under the skin. In 1934 Citroën commissioned the American Budd Company to create a prototype, which evolved into the 7 fiscal horsepower ( CV ), 32 hp (24 kW) Traction Avant. Achieving quick development of

20304-416: Was originally a nickname given to a clerk of their former employer. In 1909 Salomon developed his first car, a 600cc single-cylinder Cyclecar with two-speed and reverse gearbox and shaft drive, which was designated the Type A. This design was priced very aggressively, selling for 3,000 Francs, or 1,000 F less than competitors. The wheelbase was 180 cm (71 in) and the car weighed 300kg. The Type A

20448-435: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

20592-497: Was warmly welcomed by the trade press, which hoped that the Suresnes company will be able to get out of its period of stagnation. From 1925 to 1930, it was the only car marketed by Le Zèbre but in the end only 550 Type Z’s were built. Faced with this new failure and the economic slump , the company closed permanently in 1931. Another collaboration with Ricardo featured a radical single-cylinder, opposed-piston, two-stroke, diesel-engine and

20736-435: Was well received by the public, and attracted investment from influential businessmen Emile Akar and Joseph Lamy, which enabled factory relocation and expansion. Joseph Lamy assumed the function of Commercial Director. The success of the Type A was further assured by Baudry de Saunier, the greatest French automotive journalist of the time, who repeatedly extolled the car’s virtues. In 1912 Le Zèbre announced their second model,

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