[The men who made Citroën] Pierre-Jules Boulanger: the man who invented the 2CV and the DS

Second article in the new series "The Men Who Made Citroën" with the story of Pierre-Jules Boulanger who lifts the veil on an exceptional leader. The history of Citroën is intrinsically linked to its founder, André Citroën. A visionary, a communication genius who, in just over a decade, propelled his name to the pinnacle of the global automotive industry. His audacity and flair for innovation forged the brand's unique DNA. However, in the pantheon of the "chevrons," another name deserves an equally prestigious place: Pierre-Jules Boulanger. Less known and more discreet, he was the providential man who not only saved the company from ruin but also gifted it two of its greatest icons: the 2CV and the DS.

From the shadows to the spotlight: the rise of the right man at the right time

Born in La Châtre, France, in 1885, nothing in Pierre-Jules Boulanger's early life suggested he would one day take the helm of Citroën. After briefly studying fine arts and completing his military service, his unconventional path led him to the United States, where he held various jobs. It was on American soil that he had a fateful encounter with Marcel Michelin, a cousin of Édouard Michelin. This connection opened the doors to the Clermont-Ferrand tire manufacturing company in 1919. A tireless and rigorous worker with a sharp intellect, he quickly climbed the corporate ladder. His career took a decisive turn in 1934. At that time, Citroën, despite its commercial success, was on the brink of bankruptcy, crushed by the colossal debts incurred from developing the Traction Avant and building the Javel factory. Michelin, the company's largest creditor, took control to prevent its collapse. In 1935, Pierre-Jules Boulanger, then one of Pierre Michelin's closest associates, was dispatched to the Quai de Javel. His mission was clear: to restore financial order and streamline production. Following the accidental death of Pierre Michelin in 1937, he was officially appointed Chairman and Managing Director. The Boulanger era had begun.

A visionary at the head of Citroën: the Boulanger era

The arrival of Pierre-Jules Boulanger marked a significant shift in style. Gone were the lavish expenses and spectacular events of André Citroën's time; in their place came austere, pragmatic management and an obsession with profitability and lightweight design. He was the one who initiated the famous "war on excess weight." But to reduce Boulanger to a mere manager would be a profound misjudgment. Behind this rigid exterior was a visionary, perfectly attuned to the needs of French society. As early as 1936, he launched the TPV project, for "Très Petite Voiture" (Very Small Car). The design brief he imposed on his engineers, including the great André Lefèbvre, has become legendary and is a masterpiece of pragmatism: "four wheels under an umbrella," capable of carrying four people and fifty kilograms of potatoes at 60 km/h, with a fuel consumption of three liters per hundred kilometers, and comfort so supreme that a basket of eggs could cross a plowed field without a single one breaking. During World War II, he deliberately slowed production to avoid aiding the occupying forces and hid the TPV prototypes, which, after the war, would become the iconic 2CV, unveiled in 1948. In parallel, he oversaw the development of the Type H, a brilliant utility van that would remain in production for over thirty years. But his legacy doesn't end there. Aware of the need to prepare for the future and replace the Traction Avant, he gave the green light to the VGD project, for "Voiture à Grande Diffusion" (Mass-Market Car). He would never see its completion. On November 11, 1950, Pierre-Jules Boulanger was killed in an accident while driving a Traction Avant 15-Six. Five years later, the project he had initiated was presented to the world: it was the stunning Citroën DS.

André Citroën is, and always will be, the figurehead of the brand, the man who started it all. A communication genius, he made Citroën a bold brand whose innovations changed the automobile forever. But the history of Citroën could have been much shorter without the intervention of Pierre-Jules Boulanger. His importance is at least as great as that of the founder. He not only saved the company but also brilliantly carried forward the approach initiated by André Citroën. By masterminding the creation of the 2CV, the Type H, and the DS, he gave Citroën its greatest legends—vehicles that defined their era and still embody the unique spirit of the brand today. He consolidated the heritage and projected it toward a radiant future, thereby ensuring its longevity and legendary status.