Anonymous clinical presentation of the “L” against the DS and its rivals (March 1974)

In this document

An anonymous clinical presentation

Page 180 dates this session to “March 1974?” (the mention carries a question mark in the document itself) and concerns the “anonymous presentation of the L” — a code name for a Citroën project presented without revealing the brand to test subjects.

Preferences expressed against owned models

A table cross-references the chosen model (L, D, 504, Granada, Audi 100) with the model currently owned by the respondents (D, DS, 504, R16 TS, foreign vehicle):

The L comes out on top in choices regardless of the vehicle owned by the respondent p. 180.

Perceived price and respondent profile

The estimated price “on appearance only” is 22,000 F, and 24,000 F “after having knowledge of the mechanical technique” p. 180. The document also indicates an estimate by supposed mechanical category: 41% think it is a “4 cyl. carb.”, 19% a “4 cyl. injection”, 14% a “twin-carburettor [uncertain]”, 11% a “6 cyl.” p. 180.

The panel counts “300 jurors”, composed of 94% men and 6% women p. 180. Regarding their current vehicle: 36% own a DR [uncertain], 40% another French car, 24% a foreign car p. 180.

A second price estimate by model appears: 22,000 F for the L, 21,000 F for the D, 18,000 F for the Granada [uncertain], 22,000 F for the Granada, 19,000 F for the 504 p. 180 — these two mentions of “Granada” create an ambiguity that the document does not allow to be resolved.

Positioning of the L in the range

Page 181 reports opinions on what the L could replace: 15% think it replaces the GS, 31% think it replaces the D, 3% think it replaces the SM p. 181.

On its future positioning in the range: 33% think it will “complete the range between G and D”, 15% “between D and DS”, and a portion think “above DS” p. 181. A marginal annotation, circled in an oval, notes “3%?” without its exact meaning being specified in the document p. 181.

Context

At Citroën, the name “L” evokes, in the internal development vocabulary of the 1970s, a mid-range project — the period corresponds to the preparation of what would become the CX, launched in 1974. “Anonymous clinical presentations” were a classic practice of manufacturers to test the perception of a future model without revealing the brand, by comparing it to market competitors: here the DS, the Peugeot 504, the Renault 16 TS, as well as foreign ones like the Ford Granada or the Audi 100.

This type of study typically fell under market research departments rather than Paul Magès' technical design office, but it may have circulated in his files as an engineer involved in the suspension and mechanical choices of new models.

Archivist's perspective

This document contrasts with the majority of Paul Magès' technical archives: it is a commercial perception study, not an engineering note. It nevertheless sheds light on the context in which Magès' technical choices were inscribed, by showing how the market judged a new model before its launch.

The percentages underlined in red on the table p. 180 suggest that a reader — probably Magès himself or a collaborator from the BEA — wanted to highlight certain key results, without the document specifying which ones or why.

The question of the positioning of the L “between G and D” or “between D and DS” p. 181 recalls the range debates found in other pieces of the collection devoted to the evolutions of the DS and its successors, for example the Paul Magès note on the AP suspension.