[The men who made Citroën] André Citroën: more than a founder, an inspiring genius

If Citroën holds a unique position in the global automotive landscape, recognized for its boldness, its capacity to innovate, and a certain tendency to take less-trodden paths, it is because these qualities are intrinsically linked to the man who brought it into being: André Citroën. A visionary, a genius engineer, a master of advertising, he imprinted his unique style – composed of audacity, innovation, and a resolutely forward-looking perspective – onto the very heart of the company's DNA. His rich and inspiring history is worth exploring to better understand how his values continue to resonate within the double chevron brand, more than a hundred years after its foundation.

André Citroën: From family origins to early industrial successes

Born in Paris in 1878, André Citroën came from a Dutch Jewish family. The name "Citroën" originates from the lemon-selling business of his paternal grandfather, who bore the Dutch name "Limoenman". Upon settling in the Netherlands, the family is said to have adopted the name Limoenman, later transformed into Citroen (originally without a dieresis) and then Gallicized with the dieresis. From a young age, André showed a keen interest in science and technology. This inclination led him to join the prestigious École Polytechnique in 1898, from which he graduated in 1900. His early career saw him explore the industrial world, taking a particular interest in gears. During a trip to Poland, he discovered a manufacturing process for gears shaped like chevrons. Impressed by their efficiency and robustness – these double helical gears allowed for quieter and more efficient power transmission – he acquired the patent. This acquisition would mark a turning point, as this chevron shape would much later become the iconic emblem of his automobile brand.

The true test of his industrial capabilities came during the First World War. Faced with a crucial and urgent need for artillery shells, André Citroën proposed to the authorities that he set up a factory capable of mass-producing these munitions. In a record time, he transformed a vacant lot on the Quai de Javel in Paris into an ultra-modern factory for the era, applying and adapting the principles of scientific management discovered in the United States, notably at Ford. His efficiency was striking: his factory would produce millions of shells, demonstrating his mastery of large-scale production and his capacity for innovation in industrial methods. This successful experience forged his reputation as a leading organizer and industrialist, laying the groundwork for his future projects.

André Citroën: Revolutionizing the automobile and impacting society

Building on this experience and driven by a bold vision for the future, André Citroën embarked on an ambitious project at the end of the war: the mass production of popular automobiles. In 1919, the Société Anonyme André Citroën was founded, and the first car, the Type A, rolled out of the Javel factory. It was a small revolution: it was the first European car produced on a large scale, offering standard equipment that was rare until then, such as an electric starter and lighting. André Citroën didn't just manufacture cars; he invented modern automotive marketing in France. He launched striking advertising campaigns, used the immense surface of the Eiffel Tower to make the name "Citroën" shine in illuminated letters (one of the largest advertisements in the world at the time), organized contests, offered consumer credit to make automobiles accessible to as many people as possible, and developed an efficient dealer network.

But his audacity didn't stop there. To prove the robustness and reliability of his vehicles, he organized spectacular automotive expeditions across continents: the Black Cruise in Africa (1924-1925) and the Yellow Cruise in Asia (1931-1932). These expeditions, carried out with specially designed Citroën half-tracks, were genuine technical and logistical feats that captivated the public and reinforced the image of a brand capable of overcoming any challenge. Alongside automobiles, André Citroën continued to innovate in other areas, notably producing very popular toy cars that helped embed the brand in the collective imagination from a young age. His genius lay in his ability to think of the automobile not just as a simple product, but as a central element of an ecosystem of services and communication.

A societal commitment and an inspiring legacy

Beyond his industrial and commercial successes, André Citroën distinguished himself with a progressive vision of the company and its role in society. He is recognized for having implemented remarkable working conditions for the time, particularly for the women he employed in large numbers and to whom he offered rare social benefits, such as on-site nurseries for their children within the factory itself. He was deeply convinced that a company's success also rested on the well-being of its employees. His personal philosophy was also unique: it is said that he owned nothing but his factories, constantly reinvesting his profits in the development of his businesses rather than in the accumulation of personal wealth. This focus on the industrial tool and innovation is a source of inspiration, demonstrating that a vision based on work and progress can be an end in itself.

Even today, André Citroën's legacy continues to inspire. His boldness in venturing into the unknown, his capacity for continuous innovation, his keen sense of marketing, and his attention to the human aspects of the enterprise are values that remain relevant. Recently, his grandson, Henri-Jacques Citroën, launched an initiative to have André Citroën inducted into the Pantheon, the temple of great men in France. If this initiative succeeds, André Citroën would be the first industrialist to rest there, a major recognition of his impact not only on industry but also on French society as a whole. This initiative highlights the exceptional dimension of the individual, whose influence extends far beyond the automotive sector.

Undeniably, the Citroën brand owes an immense part of its identity and success to its founder, André Citroën. This exceptional man knew how to surpass himself and anticipate, even surpass, his competitors, constantly betting on boldness, technical and social innovation, and the search for new solutions to invent and reinvent mobility. More than a century after its foundation, the spirit of André Citroën – made of creativity, pragmatism, and a strong will to simplify life through innovation – remains deeply rooted in the culture of the double chevron brand, pushing it to continue exploring and offering unique and accessible mobility solutions, true to the vision of its ingenious creator.