Citroen C_42 Exhibition Debuts on Champs Elysees

As well as building a reputation for refinement and technical expertise, Citroen is clearly focused on cultivating a bold and very creative approach to publicizing its products and activities. Citroen’s international showcase, C_42 on the Champs Elysees, has launched a vibrant spring season called ‘Spectacular!’.

The showcase is host to some of the most stylish and striking examples of Citroen’s communication and promotional campaigns from the past and present. From the legendary Croisiere Jaune expedition to iconic TV adverts, Citroen toys, marketing materials and memorabilia that have all contributed to the company’s place in European culture.

The exhibition, which opened its doors earlier this week, showcases the brand’s latest goddess model, the DS4 crossover. The unique high-stance five-door coupe illustrates innovations in styling, automotive architecture and sophistication, which are all demonstrated by a 3D preview of the new TV advert for the model.

Also on display is the GQbyCitroen: the result of a partnership with leading men’s magazine GQ to design the ultimate contemporary gentleman’s drive. The chic side of the DS brands is enhanced by the presence of John Lennon and Marilyn Monroe in the Citroen DS3 launch advertising campaign.

The C3 ‘swing’ and famous C4 robot dancer adverts are also being shown, representing the brand’s tradition of acclaimed TV promotional activity.

The all-new DS3 WRC car, which recently claimed its debut victory at Rally Mexico, faces a forebear in the form of a half-track Citroen truck. In 1931-32 this indomitable vehicle was filmed for the celebrated documentary "La Croisière Jaune"("The Yellow Journey") - the record of an epic 12,000 km motor trip from Beirut to China.