WHICH YEAR, 1919!! THE HUNDRED YEARS OF CITROEN

Andrè Citroen in that same year, presented the first car: the Type A. In the twenties he produced the Type C model that had a great success in fact branches were opened in various European cities, finally also in Milan. Modern in the manufacturing and sales system, Citroen made use of the resources of a wide randing creative advertising and the lucky encounter with the italian designer Flamigno Bertoni. The 2CV, from 1948, which alone is enough to represent the Citroen production, was a global success. Asignificant trend change occurred in 1955 with the DS, a high end car designed by Andrè Lefèbre and design by Flamigno Bertoni.

The stylistic beauty of the DS and the technological innovations it offered made this car mythical,which fascinated not only the public but also the famous French semiologist Roland Barthes. These define it as the “Dèesse”, goddess “who has all the characteristics of an object descended from another universe”. Describing the bodywork of the scholar, in a extraordinary essay of 1955, he saw the signs of change in automotive mythology. “we have visibly moved from an alchemy of speed to a gluttony of driving. Define the dasboard and the “empty steering wheel, the”......sublimation of the equipment.