CITROËN IS CELEBRATING ITS CENTENARY WITH AN INTERNATIONAL ACTIVATIONS PACKAGE THROUGHOUT 2019
Even though 2019 has only just started, Citroën has already spent many months preparing behind the scenes for its centenary. To come up with the festivities for this exceptional anniversary, the brand began with a simple question: how would its founder, André Citroën, have celebrated his brand’s 100 years himself? For this visionary, it is certain that doing things like everyone else would have been out of the question. Proud of this DNA, Citroën has created a bold activations package combining international events and activities that will take place throughout 2019.
01 - 100 YEARS OF A BRAND ‘INSPIRED BY YOU’
Celebrating Citroën’s centenary means celebrating 100 years of a truly people minded brand, a brand which has always been inspired by people and their ways of life. It means highlighting 100 years of a worldwide inspirational brand for all generations, through truly unifying and people-focused events:
RETROMOBILE 2019 (from 6 to 10 February, Paris Expo Porte de Versailles)
For this show, a must for lovers of motor vehicle history, Citroën is putting an exceptional display together with a special centenary stand of 1,200m2 accommodating 30 iconic models around three hubs:
- 10 production vehicles: Type A 10HP, C3 5HP, Traction Avant, Type H, 2CV, DS 21 Pallas, Méhari, CX 25 Prestige, C6, New C5 Aircross SUV
- 10 concept cars: C10, GS Camargue, Karin, Activa 1, Xanae, Osmose, C-Métisse, GTbyCitroën, Tubik, CXPERIENCE
- 10 rallying vehicles: Scarabée d’Or, Rosalie, DS 21 from the 1969 Rally of Morocco, SM from the 1971 Rally of Morocco, 2CV Africa Raid, ZX Rally Raid, Xsara Kit Car, C4 WRC,
C-Elysée WTCC, C3 WRC
A special centenary collector’s catalogue telling the story of these 30 models will be published for this occasion.
CITROËN ‘ORIGINS’ RENT&SMILE (in April, in Paris)
Launched in Europe at the end of 2016, Citroën Rent&Smile, the short-term rental service that allows you to rent a Citroën, is also getting in tune with the centenary. In addition to the models from the current range, historic Citroën’s will also be on offer to rent. This new initiative will be accessible to customers in Paris throughout the month of April. The vehicle will be selected and reserved online via the website (https://fr-rentandsmile.citroen.com), just as easily as for a current model. A unique opportunity for everyone to experience driving a classic Citroën.
‘FROM ONE GENERATION TO ANOTHER’ (from May, on social media channels):
Because the history of a 100 year-old brand is not written without the unfailing support of its most loyal ambassadors, Citroën will be showcasing them through original digital films on social media channels: ‘From One Generation to Another’. The principle? Families, businesses or dealerships from across the world that have been loyal to Citroën for generations will illustrate by video their unique relationship with the brand. Relayed on social media channels, these films will highlight the passion generated by Citroën across the world.
‘STREET BURST DAY’ (mid-June, in a secret location):
With the first Citroën in history (the Type A) having been launched in Paris in June 1919, the brand has chosen this month to organise an unprecedented anniversary event: ‘Street Burst Day’. A phonetic nod to the word ‘Birthday’, the initiative will be a world first as the brand cordons off a street during the night to park 100 Citroën’s there, representing 100 years of the brand. Models from collectors and Citroën’s Conservatoire will be displayed, along with concept cars, guaranteeing a surprise for passers-by, who will be able to enjoy this exceptional open exhibition. For those who are unable to attend in person, the event will be relayed on social media channels.
‘CITROËN STORIES’ (from July, on social media channels):
A journalist will set off on an international road trip in New C5 Aircross SUV, to meet those who are ‘Citroënistes’ at heart and owners of iconic models. It will give them the chance to share their own history with the brand and to tell the unique story of their Citroën. Each of the seven countries visited will provide the opportunity for a video interview to be relayed on social media channels.
‘LE RASSEMBLEMENT DU SIÈCLE’ (from 19 to 21 July, in la Ferté-Vidame - Eure-et-Loir):
Amicale Citroën & DS France will partner with l’Aventure Peugeot Citroën DS, for the key culmination of the centenary festivities. ‘Le Rassemblement du Siècle’ is a gathering of collectors that will take over the legendary test drive site of la Ferté-Vidame - the historic secret site of the brand where, in particular, the 2CV was developed. This international gathering promises to be historic in more ways than one with over 11,000 collectors coming together, almost 5,000 cars on display and up to 50,000 people expected at the site over the three days. An active supporter of the event, Citroën is getting involved in the plans, in particular through a special exhibition. More information can be found at https://citroencc.com
02 -100 YEARS OF A VISIONARY BRAND
Celebrating Citroën’s centenary also means celebrating 100 years of a brand which has constantly looked to the future of the motor industry, by offering innovative solutions in line with the needs of each era. This 100th anniversary will also be the brand’s opportunity to show its future vision by unveiling two brand new concepts:
- CONCEPT #1 (February)
Due to be unveiled in February 2019 and on display for its World Premiere at Geneva Motor Show in March, this first concept will demonstrate Citroën’s vision in terms of urban mobility
- CONCEPT #2 (May)
Due to be unveiled in Paris for its World Premiere in May 2019, this concept will embody Citroën’s take on ultra-comfort
03 - 100 YEARS OF AN ICONIC BRAND
Finally, celebrating Citroën’s centenary means more than celebrating just the brand. It means showcasing a people’s icon, a symbol of boldness, creativity and the French way of life throughout the world, through its legendary cars, its unique communication and its sporting exploits.
These many elements that have shaped Citroën’s individual identity for 100 years will be magnified on the occasion of its centenary.
A NEW VERSION OF ITS BRAND CAMPAIGN
After a first episode launched in 2018, Citroën’s brand campaign is given a new version for its centenary. It shows a hitchhiker travelling through different eras in four new and original clips. Characters are featured who are inseparable from the history of Citroën: the publicist Jacques Séguéla on board a DS and Sébastien Loeb in his Xsara WRC. The long version of this new international film can be found at https://youtu.be/PSfN7d6eI3k.
AN ‘ORIGINS’ COLLECTOR’S EDITION (from January)
The ‘Origins’ Collector’s Edition is a range spanning special edition developed especially for the brand’s centenary and rolled out internationally. Available in the UK on Citroën C1, C3, C3 Aircross Compact SUV and New C4 Cactus, the ‘Origins’ Collector’s Edition stands out in particular through the specific treatment of colours and materials, with bronze coloured inserts, echoing the ‘Origins since 1919’ badge which adorns the bodywork. In the UK, the ‘Origins’ Collector’s Edition of C3 and New C4 Cactus Hatchback will be open for orders in January 2019 and will be launched in March 2019.
The ‘Origins’ Collector’s Edition of C1 and C3 Aircross Compact SUV will open for orders in March 2019 and will be launched in June 2019. Further information to follow in a dedicated press release.
THE ‘CITROËN ORIGINS’ VIRTUAL MUSEUM IN THE COLOURS OF THE CENTENARY (from January)
Launched in 2016, the Citroën Origins site (www.citroenorigins.com) is regularly updated. Now rolled out in over 40 countries and in 23 languages, in 2019 the brand’s virtual museum will welcome five new models to discover in 3D and in sound, taking its collection to 79 vehicles. Spruced up in the colours of the centenary from January, the site will be a key meeting point to stay informed about the calendar of festivities. In addition, it will house original pop-up exhibitions and will relay the main events planned by the brand for the centenary in photos and videos.
NEW CITROËN PRODUCTS AND TOYS DESIGNED FOR THE CENTENARY (from January)
‘Mummy, Daddy, Citroën’: these are the first three words that André Citroën wanted children to say when he launched a range of Citroën toys in the 1920s. An unprecedented initiative at the time, with one objective, to make the name of his brand heard in households from the youngest of ages.
With reference to this spirit, for its centenary Citroën is launching a new range of products, which play on the brands graphic codes from the 1920s: enamelled mugs, card and memory games, and even a Citroën edition of the famous MONOPOLY. In addition, miniatures of old models never before offered for sale will be launched, as well as various collectors’ kits combining past and present cars. Find all the Citroën Lifestyle products on the online store here: https://lifestyle.citroen.com
A COMMERCIAL DEALER NETWORK IN THE COLOURS OF THE 100 YEARS (from January)
Across the world, the Citroën commercial dealer network will also sport the colours of the centenary, with layouts specially created for the occasion, both on the inside and outside of showrooms. Signage, flags, banners, totems and stickers will take up the theme of the Citroën ‘Origins since 1919’ logo and its bronze coloured outline. In this same spirit, an original ‘100 YEARS’ 3D sculpture has also been developed. The ambience created in the showrooms through these different elements will perfectly show off the ‘Origins’ Collector’s Edition models. The new features will stand alongside exhibitions of historic vehicles from the brand throughout the year.
CITROËN RACING IS CELEBRATING 100 YEARS OF SPORTING ADVENTURE (from January)
From the very first crossing of the Sahara organised by André Citroën to the World Rally Championship, Citroën has endlessly showed its taste for adventure and for going one step further. Therefore, Citroën Racing will showcase the brand’s centenary via different initiatives: a new C3 WRC design in the colours of the centenary unveiled on 12 January at the Autosport International show in Birmingham, a mini-film retracing Citroën’s history in the competition unveiled at the Rétromobile show (February) and a brand new season of the digital series ‘Little Big Racing’ in a ‘vintage’ version relayed on social media channels.
A COLLECTOR’S BOOK ‘100 YEARS OF CITROËN ADVERTISING’ BY JACQUES SÉGUÉLA (April)
If Citroën has stood out for 100 years with its savoir-faire, the brand has also been renowned in terms of its communications (‘faire-savoir’). While André Citroën’s competitors were doing ‘product advertising’, he was already well and truly generating ‘publicity’. Some notable activations include: illuminating the Eiffel Tower, treks in half-tracks, road signs and Citroën toys. Any means were permissible to consolidate the reputation of his brand. This culture of bold communication would from then on remain anchored in the brand’s DNA. Publicist Jacques Séguéla, the father of Citroën’s event-driven films in the 1980s (the ‘wild chevrons’, Visa GTi on the Clémenceau aircraft carrier, AX on the Great Wall of China) revisits the stories in a collector’s book for the centenary. Published in France in April, this richly illustrated and beautiful book will also be available in English and Chinese.
‘THE WORLD INSPIRED BY CITROËN’ (summer 2019)
The centenary will also be the chance for Citroën to give free rein to famous international photographers to magnify the brand in 100 new photos. Taken in global capitals (Paris, Rome, Amsterdam, New York, Buenos Aires, Tunis, Tokyo), these original art photographs will illustrate Citroën’s aura across the world, by making the link between past, present and future. Relayed on Instagram and Facebook, the 100 photos will also be the subject of a free exhibition at la Monnaie de Paris (the Paris Mint, in the sixth district) in July and August 2019. In addition, they will be fully recreated in a special XXL edition of the famous magazine IDEAT.
In addition to these main events, Citroën will be celebrating its centenary through many other surprises throughout the year: specific commercial activities within its dealer network (aftersales, new and used vehicles), exclusive partnership actions, and more.
For more information, please visit: www.citroen.co.uk
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The Citroën brand:
Citroën is an international automotive brand with a full range of cars and light commercial vehicles at the heart of the mainstream market. Founded in 1919, Citroën has made its mark through its bold and creative approach to automotive design. These values are harnessed in the pursuit of well-being, with fresh solutions to the changing demands of customers in each era. Today, Citroën is reinventing itself with models such as C3 and the C3 Aircross compact SUV that place an emphasis on design, comfort and intelligent technology, bringing a breath of fresh air to the automotive landscape. As a people-minded brand, Citroën is proud to offer products that take inspiration directly from its customers, the spirit of which is highlighted in its brand signature ‘Inspired By You’. The brand also offers a unique customer experience with its city store concept ‘La Maison Citroën’ and its online opinion site ‘Citroën Advisor’. With 10,000 customer contact points in almost 80 countries worldwide, Citroën sold more than 1.1 million vehicles in 2016. Citroën has also amassed eight Manufacturers’ titles in the FIA World Rally Championship and three consecutive Manufacturers’ titles in the World Touring Car Championship in 2014, 2015 and 2016.