Image, Part II
The technological innovations of the DS19 were also continued into other Citroen models afterwards but in 1974 when the company changed owner, things were about to change. The new owner Peugeot intended to make Citroen a more conventional marque accessible to everyone without the eccentricities of the past. The models AX, ZX, Xantia, Xsara and especially Saxo proved that Citroen wasn’t the eccentric manufacturer of the past with extremities in design and technology but could sell very well. Whatsoever in 1997 Jacques Calvet retired and Jean-Martin Folz succeded him on the Chairman position. Unlike the banker and financial specialist Calvet, Folz was an engineer and industrialist under whose command Citroen would differ again for its originality and individuality among its rivals with a wide range of models. Firstly with the Xsara Picasso in design and then with the C5 in technology Citroen once again differed from the competition. Then in 2001 Citroen enters the World Rally Championship and two years later wins it’s fist championship with French driver Sebastian Loeb on the wheel of a Xsara. The manufacturer’s championships continued until 2005 and then again continued from 2008 until 2012. Sebastian Loeb won the driver’s championship with a Xsara WRC the years 2004, 2005, 2006, with a C4 WRC the years 2007, 2008, 2009, 2010 and with a DS3 WRC the years 2011 and 2012. The domination was undoubtable and raised the image of the company among serious rivals.
To differ even more from the competition Citroen created an internal executive brand: the DS. The first car which was introduced was the DS3. DS stands for De’esse which means goddess in French. For others DS stands for Different Spirit. This B segment car which is still in production is based on the second generation of the C3 and it is distinguished for its exterior and interior design. It aims for the market with rivals such as the BMW Mini, the Alfa Romeo Mito, the Audi A1 and the Opel Adam.
Nevertheless Citroen pushed the design even further with the release of a series of concept cars such as the GTbyCitroen, the Revolte, the Hypnos, the Numero 9 et al. With these concepts added to the DS series the automotive industry aesthetics became richer. Citroen is now famous not only for its innovations of the past or the technological wins in WRC but also for its beautiful eccentric and innovative cars. The future looks bright and the public expects the new creations of this historical car manufacturer.
(08 Nov. 2013)
(WRC, 08 Nov. 2013)
(DS, Concept cars, 08 Nov. 2013)
(DS photo, 08 Nov. 2013)
(Revolte photo, 08 Nov. 2013)