DownsideUpDesign

Icon

Drew Smith: ethnographer, strategist and host of Rising Minds

Citroen turns 90 with nary a Xantia or Xsara in sight (thank god)

I thought I’d get back into the swing of things with something light weight but nonetheless enjoyable.

The ad above, found via Autoblog, is a celebration of the chevroned one’s first 90 years, a small portion of which I’ve taken great delight (and sometimes enormous despair) in sharing. My great aunt had a metallic sky blue DS that enchanted me as a small child while, in a moment of temporary insanity, I purchased a CX2400 Pallas for AU$1. You can perhaps imagine how that story ended…

Hitting it’s stride with the mass-production of front-wheel drive in the 15, Citroen went on to produce some of the most  sensual, seductive (and sometimes ruinous) cars in the form of the DS, CX, XM, C6 and, long may she reign, the seminal SM.

Beyond these hydropneumatically suspended beasts, Citroen also produced some cracking small cars. Think of the iconic 2CV, the plastic-bodied Mehari or the slightly unhinged AX Gti (an example of which nearly prematurely ended my life thanks to the ease with which the car’s 100 Bhp could get it airborn…) and you’ll know what I mean.

That’s not to say there haven’t been some woeful missteps in the company’s storied history.

They’ve produce some of the most challengingly styled cars this side of the Pontiac Aztek (Ami 6, I’m looking at you) and the whole of 90’s and the first few years of the 00’s were, XM aside, unbelievably glum times for Cit lovers. It seemed as though Peugeot, the controlling partner in the PSA conglomerate, wanted to kill off all the remaining fans with sheer boredom while destroying what market credibility they had left with 0% finance deals and discounts that basically wrote brick-off-a-cliff depreciation into the contract of sale.

I owned a car from this era, a Xantia 2.1 TD, whose sole redeeming feature was it’s ability to do one lap of the Nürburgring without expiring. Even the pleasures of the hydropneumatics were subsumed by Peugeot’s efforts to make the car more “Germanic” (read annoyingly stiff and jittery). And don’t even get me started on the wet fart that was the Xsara.

Happily all of this is overlooked in this joyous advertisement. What we get instead is a veritable orgy of what makes Citroen great: floaty suspension, turning headlamps, cyclops eye instruments out of the CX and a feisty woman going nuts on a beach in an SM, all with Eartha Kitt growling in the background. The LHM lover in me really couldn’t ask for anything more.

Category: Advertising, Car, Car Culture, Design, Things I like, Video

Tagged: , , , , , , , , , , ,

Leave a Reply

Legal-schmegal

© Andrew Philip Artois Smith and DownsideUpDesign, 2009. Unauthorized use and/or duplication of this material without express and written permission from this blog’s author and/or owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to Andrew/Drew Smith and DownsideUpDesign with appropriate and specific direction to the original content.