Throwback Thursday – Citroën lights up the Eiffel Tower, 4 July 1925

Friday, December 16th, 2016 - autos, cars, motoring, news

Source : Throwback Thursday – Citroën lights up the Eiffel Tower, 4 July 1925

How do you keep the people of Paris talking about your car brand? If you’re Citroën, you rent out the city’s most famous landmark


André Citroën wasn’t shy about doing grand statements to publicise his burgeoning car brand, which he established in 1919. In 1922 he arranged for an aeroplane to write ‘Citroën’ inside the sky above Paris ahead of the opening of the seventh motor show inside the French capital.

Three years later he went even better, renting the Eiffel Tower along with also arranging for a spectacular light show promoting his company – which was based at a factory just along the Seine – to adorn which.

The display was part of the 1925 Paris Expo. which was a significant event inside the advancement of the art deco movement;  the whole of the city centre was made part of the show along with also major landmarks were illuminated at night. Citroën’s display – which consisted of 250,000 bulbs along with also 370 miles of wiring – was appraised by Autocar.

“A brand-new attraction to the night scenes in Paris has today been provided by Monsieur André Citroën,” our correspondent wrote. “In order to further bring his cars before the public, he has rented three sides of the Eiffel Tower, which is actually brilliantly illuminated by night with electrically lit letters each 92 feet high. At first the tower is actually outlined in luminous lines along with also then a certain number of little stars along with also several or six bigger ones with the tail of a comet are seen. At the same time, bright flames shooting skyward appear at the top of the tower.

“As the tails of the comets gradually lengthen to form letters doing up the word ‘Citroën’, two signs, red along with also blue in colour, bearing the dates 1889-1925, the former the date of the tower’s creation, become luminous, along with also are almost immediately replaced by the double chevrons which are the Citroën trademark. This specific may fairly be described as the most remarkable along with also complete flashing advertising sign yet created.”

At which time Citroën Cars Ltd, the UK importer, was based in Hammersmith, London, that has a West End showroom in Piccadilly. The the was a regular along with also prominent advertiser in Autocar, highlighting its 11.4hp three-seat Cloverleaf along with also similarly powered English Centeng four-seater.

Citroën’s adverts majored on the the’s “luxury of equipment”, stating which “reliability, economy along with also comfort are taken-for-granted features of all Citroën designs”. These ads were replaced in subsequent issues by ones featuring the Eiffel Tower.

The illumination became a fixture of Parisien life, remaining on the iconic landmark until 1934. Charles Lindbergh, the first man to fly across the Atlantic, is actually said to have used the sign to guide him towards Le Bourget Airport as he came in to land in 1927.

André Citroën died in 1935, however by which time the automobile company had encountered financial difficulties, resulting inside the lights being taken 
down coming from the tower.

Previous Throwback Thursdays

4 March 1899 – Steam, electric or combustion engine? 

26 June 1906 – The first French Grand Prix

14 February 1913 – 100 miles in one hour

8 April 1916 – doing post-war predictions

25 March 1922 – Caterpillar tracks are the future

2 February 1934 – The ethics of skidding

6 July 1934 – A tour of Cowley

1 June 1935 – Introduction of the driving test

22 June 1945 – Driving through post-WW2 Europe

21 January 1949 – Tidier tails

24 April 1959 – Aston Martin enters Formula 1

27 January 1961 – Ford Thunderbird road test

17 November 1961 – TVR Grantura road test

6 May 1971 – Driving Ford’s Supervan

13 May 1978 – Ferrari 512 BB road test

19 January 1980 – Talbot Horizon road test

13 February 1982 – 4x4s tested on the farm 

17 April 1985 – Secrets of a lost British supercar

28 April 1993 – BL’s unseen concepts

16 March 1994 – Bentley’s Concept Java

16 April 1997 – When Bugatti bit the dust

4 April 2001 – 0-260mph in 6.0 seconds

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Source: Throwback Thursday – Citroën lights up the Eiffel Tower, 4 July 1925

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