CITROňN INVENTS THE MODERN CAR DEALERSHIP
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Thread: CITROňN INVENTS THE MODERN CAR DEALERSHIP

  1. #1
    1000+ Posts dogboy's Avatar
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    Default CITROňN INVENTS THE MODERN CAR DEALERSHIP

    info thanks to Ateco!!

    With the main roads in most Australian towns and cities lined with
    impressive car dealerships, bringing together all the facets of the car
    business, from new cars sales to servicing via parts and accessories, all
    under the roof of architect designed buildings honed to present the image
    of each car brand, it is easy to think that these triumphs of retail
    business are a modern invention.

    But today's car dealership as we know it first saw the light of day more
    than 70 years ago when Andre CitroŽn opened his all-new CitroŽn dealership
    in the French provincial city of Lyon way back in 1932.

    The CitroŽn complex in Lyon brought together everything that we would
    recognize as a modern dealership and is now recognized as the blue print
    for modern car dealerships.

    Even its opening is something that today's car dealers would recognize:
    Andre CitroŽn revealed his new models for 1932, the CitroŽn 8, the CitroŽn
    10 and the CitroŽn 15CV, at the Paris Motor Show and then he put 360
    CitroŽn dealers from around Europe on a private train for Lyon.

    "You are about to visit the new CitroŽn premises that I have built in Lyons
    to house all the sales, repair and maintenance departments," Andre CitroŽn
    told his representatives as they left Paris. "It is the world's largest and
    most modern. All the aspects of the design and production are focused on a
    single aim: To serve the customer."

    Remember, this remarkably prescient statement was made more than 70 years
    ago, long before today's marketing driven cars sales programmes, but it
    fitted in perfectly with Andre CitroŽn's reputation for marketing and
    advertising that was industry leading, from lighting up the Eiffel Tower
    with the CitroŽn name, to his avant-garde print advertising and his
    sponsorship of motoring expeditions to China and Africa.

    So how did this advanced dealership set the stage for today's automotive
    retail outlets?

    Today it is common for car brands to have a single style of dealership
    building that is used throughout the world and which promotes the image of
    the brand. Back in 1932 Andre CitroŽn hired the renowned architect
    Maurice-Jacques Ravaze to design a building, with its Art Deco style that
    was, in the 1930s, as cutting edge as the technology in CitroŽn's cars and
    which would represent everything the CitroŽn name, or brand as we would
    call it today, stood for.

    The building took 200 people nearly two years to complete, using the latest
    steel and concrete construction methods with 8,000 cubic metres of cement,
    1,500 tonnes of steel and 6,000 square metes of glass.

    Inside was everything that we would recognize today as a modern car
    dealership. At the front was a 1,500 square metre new car showroom, with
    reception areas for sales, business and service customers. There was a
    special wash bay so that customer's cars could be cleaned while they
    visited the dealership. On the first floor there was another similarly
    sized showroom for used cars, along with the service workshop which had 130
    bays for servicing and preparing cars.

    On the third floor was the body repair business and paint shops, along with
    under cover storage for new cars waiting for delivery to customers. Parts
    came from a central storage area and were delivered to the workshop and
    repair bays by a special goods lift system, to speed service and repair
    work. Management, technical services and accounts were housed in what we
    would call today an open plan area on a mezzanine floor between the two
    showrooms. The plans even included a short test track on the roof for cars
    in the dealership for servicing and tennis courts for the use of customers
    waiting for service work.

    Moe than 70 years down the track, CitroŽn's landmark dealership is still at
    the centre of CitroŽn's business in Lyons and it is still driving CitroŽn
    sales upwards, 13.5 per cent up in the Lyons area in 2003, well ahead of
    the national market.

    But unlike all its more modern counterparts, this dealership was declared a
    French National Monument at the time of its 60th anniversary in 1992 and
    last year it was the centre piece of European Heritage Day, when important
    buildings across the continent throw their doors open to the public.

    Advertisement


    More than 3,000 people took tours of the Lyons CitroŽn dealership,
    traveling from all over Europe to see what has become the blueprint for car
    dealerships in the 21st Century.
    gsowner84 and Vincenzo like this.

  2. #2
    Fellow Frogger! Mort Subite's Avatar
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    Icon12

    Its Delighfully De-lovely!
    Time for a new Australian version to replace the 1920's ones long since demolished in Sydney and Melbourne?

  3. #3
    Administrator GreenBlood's Avatar
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    Cheers
    Chris
    74 D(very Special) >>Rejuvenation Thread<<
    08 C5 X7 HDi very Noir



    "Dťesse" Roland Barthes, 'Mythologies', 1957

    The Dťesse has all the characteristics of one of those objects fallen from another universe that fed the mania for novelty in the eighteenth century and a similar mania expressed by modern science fiction: the Dťesse is first and foremost the new Nautilus.

    (Umberto Eco [Ed], The History of Beauty, Rizzoli, NY, 2004)

  4. #4
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    Here it is - -citroen-garage-lyon-france_33t1-1024x602.jpg

    There is an even better pre-war car building in Sydney (Hastings Deering, architect Lipson & Kaad):

    http://www.alamy.com/stock-photo-hastings-deering-service-building-riley-crown-streets-sydney-ca-1938-68247764.html


    http://www2.sl.nsw.gov.au/archive/discover_collections/society_art/temples/functional/hastings/index.html


    Harold Hastings Deering first distributed Exide batteries, then Ford cars.
    Last edited by seasink; 20th June 2017 at 11:52 AM.

  5. #5
    Administrator GreenBlood's Avatar
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    Just musing on what might have been for Citroen. . .

    Yes a remarkable piece of architectural history and vision for the future of the brand.
    http://www.nuancierds.fr/divers2/Immeuble%20Citroen.pdf

    The building has undergone extensive restoration - sympathetic for the most part. Some of the internal ramps (note the chevron patterning) that allowed cars to be driven to the upper levels still retained.







    Cheers
    Chris
    gsowner84 and Vincenzo like this.
    74 D(very Special) >>Rejuvenation Thread<<
    08 C5 X7 HDi very Noir



    "Dťesse" Roland Barthes, 'Mythologies', 1957

    The Dťesse has all the characteristics of one of those objects fallen from another universe that fed the mania for novelty in the eighteenth century and a similar mania expressed by modern science fiction: the Dťesse is first and foremost the new Nautilus.

    (Umberto Eco [Ed], The History of Beauty, Rizzoli, NY, 2004)

  6. #6
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    I'm wondering if lnchcape will combine PSA brands in stand alone dealerships and then support them with serious advertising.
    Something needs to be done about the abysmal Citroen sales figures in particular, not that Peugeot is that flash.


    Sent from my iPad using aussiefrogs
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  7. #7
    1000+ Posts garyk's Avatar
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    The Berlingo is getting airplay push. Dunno about the 'CITRON' pronunciation tho ...
    Once upon a time:


    Many R4s (incl. fourgonnette), R5LS, R16TS.


    GS 1015, 1220, sedans and wagons.
    CX 2200, 2400.
    ID 1966, 1969, DS21H, DSpecial, DS23 Pallas.
    C5 2002, 2004 petrol and diesel.
    D Special 1974
    Xantia Activa 1998 (look out Gulargambone)
    GS 5 speed sedan (what a tale)
    1986 2CV6
    CX25GTi 1985 auto
    CX2500 IE Pallas 1985 auto
    DS23EFI 1975 Pallas

    And now:

    C5 2.2 HDI 2005 wagon
    DS23 1973 Pallas

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