Citroën 2CV: between nostalgia and innovation, the chevron brand's dilemma

The automotive industry is currently in the grip of a powerful wave of nostalgia. The successful announced returns of the Renault 5 and Renault 4 have proven that the past can be a tremendous source of inspiration and an effective commercial lever. In this context, all eyes are turning to Citroën and its most popular icon: the 2CV. Under the leadership of former CEO Thierry Koskas, numerous discussions, particularly with the English press, fueled the hopes of enthusiasts. Today, as Xavier Chardon takes the brand's helm, the question remains pressing. Is a return of the legendary "Tin Snail" conceivable, and if so, in what form? The challenges are immense, matching the scale of the legend itself.

An immense heritage, a complex decision

Citroën arguably possesses one of the richest and most daring legacies in automotive history. From the Traction Avant to the DS, and including the SM and CX, the chevron brand has marked its history with revolutionary models. But among them, the 2CV holds a special place, deeply rooted in the collective imagination and in the hearts of millions of drivers. Its basic concept, "four wheels under an umbrella," was a masterpiece of simplicity and ingenuity. It is precisely this simplicity that makes its revival so complex. Should a new model remain faithful to the original concept of an ultra-essential car, or should it merely draw inspiration through a few aesthetic gimmicks, as Renault has successfully done?

Thierry Koskas, then CEO of Citroën, confided, "We have a very strong heritage, one of the richest in the automotive industry. [...] One of the major assets of European brands lies in their heritage." Aware of the 2CV's power, he acknowledged that its philosophy could greatly inform the brand. The idea of "something ultra-simple that takes you from point A to point B, with the necessary space," is, in his words, "truly the brand's DNA." However, moving from philosophy to design is a giant leap. "There have been successes and failures in [automotive] revivals," he explained. "Some fail because companies don't position the car correctly [...]. So, if we were to do it, we would have to be very careful and vigilant in how we proceed." The debate is therefore intense at Citroën's Paris headquarters.

The stylistic challenge of a timeless icon

Recreating the 2CV poses far tougher design challenges than the Renault 5. The silhouette of the latter, launched in 1972, remains relevant today. That of the 2CV, designed before the Second World War, is a textbook case. How can its highly characteristic elements be translated to 21st-century standards and expectations? Pierre Leclercq, Citroën's Design Director, is at the heart of this reflection. The distinctive articulated front wings and the domed hood designed to house a small flat-twin engine no longer make technical sense on a modern electric platform. How can safety standards and contemporary optics be integrated without distorting the front end?

Another major challenge lies in the car's stance. The thin wheels and narrow tracks of classic cars are the antithesis of current standards. Pierre Leclercq emphasizes that designers today place wheels as far out as possible "because it gives a good stance on the road." Recreating the famous covered rear wheels of the 2CV or the CX would require workarounds, like "making a plastic piece [over the rear wheel] with an offset of about 50mm," he concedes. In 2009, Citroën already attempted a tribute to the 2CV with the Revolte concept car. While the inspiration was clear, the result was a luxury object, far removed from the minimalist and popular spirit of its ancestor, proving just how difficult the exercise is.

Reinterpreting style or philosophy: theoli concept path?

The fundamental question facing Citroën's teams is therefore as follows: should they reinterpret the style of the 2CV at the risk of creating a pastiche, or should they instead draw inspiration from its philosophy to create an entirely new car? It's an exercise that Pierre Leclercq deems "very difficult." Faced with this complexity, the second option seems to be gaining credibility. Rather than engaging in "neo-retro" design, Citroën could choose to design the 2CV of the 21st century: a simple, lightweight, affordable, ingenious, and sustainable car.

From this question, a spiritual successor to the 2CV could emerge. Could this successor already be right in front of us? Unveiled in 2022, the Oli concept car seems to be the perfect illustration. It shares none of the 2CV's styling, but it embodies its entire philosophy: weight reduction, use of recycled and recyclable materials, clever simplicity, and a focus on maximum efficiency. Thierry Koskas had specified that the brand's future concepts would aim to present "ideas, clues, intentions, orientations that will inspire the cars of tomorrow," adding that "you will probably never see a Citroën like this on the road." Oli, therefore, would be a manifesto, a direction, not a promise. A direction that perfectly aligns with what a 2CV designed for our era would be.

Citroën is certainly the mainstream manufacturer with the strongest and most unique heritage, boasting several automotive legends in its back catalogue. In an era marked by nostalgia, the return of the 2CV seems like a commercial no-brainer and a strong public expectation. However, the complexity of such a revival is immense. The chevron brand faces a difficult choice: should it opt for a modernized reproduction that would appeal with its familiar aesthetics but stray from the original concept? Or should it, on the contrary, adapt the concept of simplicity and ingenuity to our times, at the risk of disappointing those who expect a faithful copy? This is a strategic and delicate decision that the new CEO, Xavier Chardon, will have to make. The future will tell if, and how, Citroën will dare.