Citroen has just released a new commercial for the DS3 Cabrio which we thought was very intriguing. It's called "Coffre Life Style", which coffre roughly translating as chest or safe, clearly referring to tiny trunk at the back of this French play toy.
Because the DS3 has a retractable canvas roof, like the Fiat 500C, the car has had to do away with its big, roof-hinged cargo hatch. Citroen replaced that with what we'd describe as an oven door , but they call a chest. Maybe this will remind the female customers of the play jewelry girls had when they were little, or maybe it's just marketing.
What do know is that the solution they found isn't great and the French are trying to conceal it. How? Well the DS3 is only 1.45m tall, but the girl they used to show the "chest" is so petite she is barely taller than the car. By using such a small female model, they create the impression that the cargo hold is larger.
But maybe, in the end, we're just being to macho. We're not the target audience and as such can't really appreciate the DS3's charm.
Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida. Full profile
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