Citroën Internal Information No. 079 of 11 June 1974: market and sales promotion

In this document

Automotive market

The bulletin provides an overview of the market in France: sustained demand for the 2 CV, Dyane and Ami 8, strong demand for the G Spécial "certainly supported by the 'GS Week-end' operation", and a "still difficult" market for the D range p. 43. Commercial vehicles (2 and 3 CV vans, H Diesel) exceeded forecasts p. 43. The European market is returning to a good pace, with increased penetration particularly in the Benelux, Switzerland and Austria p. 43.

April 1974 registrations

At the end of April, Citroën reached a 19.57% market share, behind Renault (34.15%) and ahead of Peugeot (18.16%) p. 43.

Production and promotion

The GS Week-end operation resulted in "nearly 15,000 test drives" with 1,700 cars made available, before closing on 23 June p. 44. Production in May 1974 amounted to 62,320 vehicles compared to 70,327 in May 1973 p. 44. Production cuts are planned for 17 and 18 June at Javel-Gutenberg, Asnières and the Rennes factory p. 44.

Spare parts, training and safety

"Spare Parts" catalogues are being renewed in a simplified volume translated into five languages, with a gradual transition to microfiche starting in September p. 44. Three-day "seminars" for agents hosted 500 participants at the end of May p. 45. Citroën participated in the 5th International Technical Conference on Experimental Safety Vehicles in London (4-6 June), presenting a film on pelvic restraint related to the seat belt p. 45.

Turnover and news in brief

Turnover for the 1st quarter of 1974 fell by 17.2% for S.A. Automobiles Citroën, while Automobiles Berliet grew by 27% p. 45. Automobiles Ligier is setting up its Parisian offices on Rue Raynouard, with the headquarters remaining in Vichy p. 46. The Rennes-la-Janais factory hosted British journalists, Belgian and Italian dealers, and the Chinese Ambassador p. 46.

Context

This bulletin is part of the 1973-1974 oil crisis period, which weakened the entire French automotive market — hence the unfavourable comparison of turnover and production figures with 1973. The G Spécial was then a key intermediate model in the Citroën range, between the 2 CV and the DS. Research into pelvic restraint was part of general automotive safety work in the 1970s, before the regulatory generalisation of the seat belt in France.

Archivist's perspective

This issue 079 illustrates the internal life of Citroën at a pivotal moment: the firm sought to limit the effects of the crisis by focusing on its small models and commercial operations like the GS Week-end, while continuing its efforts in network training and safety research.

It does not mention Paul Magès directly, but is part of the same documentary ecosystem as other internal bulletins in the series, such as No. 078 of 7 May 1974 or No. 080 of 15 July 1974, which allow one to follow the evolution of the market and production month by month before the launch of the CX.

It constitutes a valuable source for understanding the economic climate in which Citroën's technical innovations, including the hydropneumatic suspension, had to find their commercial place.