1：Introduction
Founder of Citroën. André Citroën (A. Citroen) was born in Paris, France. Originally from the Netherlands, his father was a jeweler, and his mother was Polish. In 1912, André Citroën began using a double-chevron design as the Citroën company emblem. Later, Citroën organized two expeditions across the African and Asian continents, elevating the reputation of Citroën cars. French people are inherently cheerful, fashionable, and fond of novelty and beauty. The "Citroën" car embodies this French essence, always radiating the romanticism of France.
2：Personal Journey Growth amidst Tragedy
Born on February 5, 1878, in Paris, France, André Citroën was of Dutch origin. His father was a jeweler, and his mother was Polish. Coming from a wealthy family with five children, André was the youngest. He had a passion for science and was engrossed in Jules Verne's sci-fi novels.
However, everything changed when André was 6. His father was defrauded while conducting business abroad, leading to a complete financial loss, and soon after, he committed suicide. Devastated by this loss, André's already frail mother passed away shortly after. The family was left in ruins.
With the help of relatives, André persevered and eventually gained admission to the prestigious École Polytechnique in Paris. He chose engineering, hoping the technical skills would benefit his future career. Having witnessed his father's business failure, he was wary of commerce and idolized technological advancements.
In 1900, after graduating, André traveled to Poland to visit his grandmother. During this trip, he discovered a device with a helical gear, which inspired him. Upon returning, he patented a new helical gear system, known for its quiet and efficient operation.
In 1905, André founded his own small company to manufacture this patented product. Due to the efficiency of the helical gears, they quickly began to sell throughout Europe. Yet André yearned for more than just manufacturing gears.
In 1908, when the Morse Brothers' electronics factory was on the brink of bankruptcy, André decided to take over. To understand the company's issues, he conducted a ground-level inspection. Identifying the problems, he overhauled the traditional operational methods, turning the company's fortunes around.
1912 was a pivotal year for André. He visited the U.S. and toured Henry Ford's car factory. This visit left a profound impact on him, leading to his decision to venture into car manufacturing. Admiring Ford's mass production, he introduced it to France, experimenting with the concept in his own factory.
In 1913, he named his company "Citroën Gear Factory," focusing on gear transmission production while also beginning car manufacturing. Using the shape of the gear teeth as a symbol, he established a factory logo which endures to this day. Back then, with only one drafter and ten workers, André served as the factory director, administrative manager, technician, and salesman.
His gears became renowned, ensuring steady business. However, his attempts to produce cars faced several setbacks. Just as he was determined to continue, World War I erupted, halting his car manufacturing endeavors.
First Fortune in Automobiles and Munitions
During World War I, 36-year-old André was enlisted. Appointed as a lieutenant in the artillery, he was specifically responsible for restructuring the army's postal service. Recognizing the importance of reliable communication between the frontline soldiers and their families, André suggested colored envelopes for distinct postal regions to streamline the mailing process, greatly improving the army's postal system.
Capitalizing on the wartime situation, André noticed the French army's shortage of shells. He proposed building a factory capable of producing 20,000 shells daily. This suggestion was swiftly approved.
In just over 40 days, André established a munitions factory on the banks of the Seine River in Paris. Through decisive leadership, he dramatically enhanced the factory's production efficiency. Despite the initial challenges, André's factory soon managed to produce 55,000 shells daily.
By the end of the war, thanks to the munitions business, André had accumulated significant capital, which he invested into car manufacturing. He boldly claimed, "I want to produce 100 cars every day!" aiming to be France's "Ford." Few believed in his ambitious vision.
However, André was determined. Recognizing his lack of experience, he hired a senior automotive engineer at a high salary. Since post-war purchasing power was low, he emphasized affordability. On May 28, 1919, the Type A car was launched, quickly garnering 16,000 orders, becoming a star in both France and Europe.
Selling More Than Just Cars
André not only brought the American assembly line to France but also introduced U.S.-style marketing techniques and after-sales service. He was among the first entrepreneurs to realize the potential of advertising, allocating 2% of his turnover to promotional endeavors.
In 1922, he pioneered an installment payment system for buying cars in France and established the country's first organization dedicated to this financial method. He also founded several car rental companies abroad and set up a nationwide tour bus service network.
In his promotional efforts, André demonstrated genius creativity. After World War I, he offered to set up traffic signs across France, not only assisting with post-war recovery but also promoting the Citroën brand.
In 1922, during the 7th Paris Auto Show, a plane trailed a 5-kilometer smoke message spelling "CITROËN" in the sky. This audacious stunt left an indelible mark on the audience. Moreover, he displayed a massive 30-meter illuminated sign with "CITROËN" on the Eiffel Tower, a move considered a milestone in advertising history.
André also initiated several car racing events across continents, further establishing the brand's reputation.
Legacy and Untimely End
André poured his heart into Citroën, continually investing in factory improvements and new car models. He was obsessed with technical advancements and often declared, "If the idea is good, the cost doesn't matter."
Despite his relentless innovations, high production costs, combined with prolonged development cycles and manufacturing defects, drove the company into debt. Unable to secure loans from banks or support from the government, André declared bankruptcy on December 21, 1934.
By January 1935, Citroën's shares were transferred to the Michelin tire company. André was forced to leave the company he had built from the ground up. Tragically, just six months later, on July 3, 1935, André Citroën passed away.
Two days after his death, countless workers, dealers, and customers flocked to the Citroën company to pay their respects. The French government posthumously awarded him the Legion of Honor. While he may not have been the best businessman, André Citroën left an indelible mark as an innovator and reformer, laying the groundwork for the automotive industry's future.
