Citroën internal bulletin no. 082 (27 Sept. 1974): production, markets and CX advertising launch

In this document

Production and domestic market

The bulletin reviews production for July-August 1974: 71,369 vehicles including 62,925 passenger cars, down compared to the 83,307 vehicles in July-August 1973 p. 39. Production is split between the domestic market (29,637 vehicles) and foreign markets (41,732 vehicles), with a clear increase in the share of "low-end vehicles" p. 39.

On the French market, registrations for all brands fell by 20% in July, but Citroën improved its position to 19.57% (against 18.09% in July 1973), ahead of Peugeot (19.03%) and Simca (8.32%), behind Renault (31.72%) p. 39. The document also mentions the rejuvenation of the GS clientele thanks to the 1975 range (average age reduced from 44.3 to 40.2 years, against 32 years for the GSX/X2), as well as a "satisfactory pace" of orders for the CX, for which the press reportedly generated "interest" confirmed by customers p. 39.

European markets and major exports

From January to July 1974, European registrations fell everywhere except in Sweden; however, Citroën progressed in volume in several countries (Belgium, Norway, Austria, Netherlands) thanks to "low-end vehicles" and the GSpécial p. 40. The market ranking cites Spain, Italy, Germany, Netherlands, Belgium, Great Britain, Switzerland, Austria, Scandinavian countries p. 40.

Regarding distant exports, the bulletin mentions a contract with Syria (2 CV and GS), new agents in Liberia and Libya, an Algerian call for tenders for 46,000 cars for 1975, 20 ambulances ordered in Morocco, and orders for D models in Australia after a rally victory p. 40-41. The CX is announced as needing to be adapted to Australian and American standards before commercialisation p. 41.

Institutions, finances and advertising

The CX reportedly generated interest from the Presidency of the Republic, the Senate and several ministries during tests p. 41. The turnover for the first half of 1974 for Société Automobiles Citroën fell by 11.9% (3,343,761,000 F) p. 41.

The back-to-school advertising campaigns (September-December) are detailed: the 2 CV focuses on urban billboards ("the cheapest French car"), the GSX combine cinema, television and billboards, the GS Pallas is promoted through insertions in eight weekly magazines, and the CX benefits from billboards and magazine inserts p. 41-42. Finally, the bulletin reports on the final of the 2 CV Cross 1974 at Le Creusot (21-22 September, victory for Claude Pinaudeau) and a series of internal movements p. 42.

Context

This bulletin was published a few weeks after the first oil shock, the effects of which on the French and European automotive market (general drop in registrations) are well documented historically. The CX, launched in 1974, succeeded the DS and aimed to modernise the brand's image with its hydropneumatic suspension perfected by Paul Magès.

The merger between Citroën and Peugeot, made official publicly at the end of 1974, is not mentioned in this document but sheds light on the industrial context of the time: Citroën, in financial difficulty, was then looking for a partner.

This bulletin dated 27 September 1974 was published almost at the moment when Paul Magès retired from Citroën, in September 1974 after a 49-year career (photographs of Paul Magès' retirement ; letter from Mr. Meignan) : the document thus captures, without knowing it, one of the very last internal echoes of Magès' career at Citroën, at the very moment when his major invention was experiencing a high-profile commercial and institutional launch.

Archivist's perspective

This issue 082 is part of a series of regular internal bulletins; it follows no. 081 of August 1974 dedicated to the launch of the CX and completes no. 080 of July on June production.

It is of particular interest to the history of the CX: it documents, very early after the launch, its commercial reception ("satisfactory pace" of orders, p. 39) and institutional reception (interest from the Presidency and the Senate, p. 41), as well as international homologation constraints (Australia, United States, p. 41).

For Paul Magès himself, the document does not cite him by name, but it indirectly sheds light on the context of the dissemination of his major invention, the hydropneumatic suspension equipping the CX, at a pivotal moment when Citroën was going through a severe commercial and financial crisis — and when Magès was precisely leaving the company after 49 years of service to retire to Ramatuelle.