How the Citroën DS Décapotable was sold in style
11/03/2012
In 1960, Citroën presented the open-top DS in Paris, the goddess as a convertible, or"Décapotable" as the French called it. The car, largely hand-built by Chapron, was expensive. The price in Germany was DM 21,000 in 1961, almost twice as much as the "normal" DS 19 saloon, which cost DM 11,950.
No wonder they had to come up with something to advertise the open-top Citroën.
The large-format sales brochure from 1962 pulled out all the stops in the art of seduction and threw around clever slogans by more or less well-known authors, e.g. "amants, heureux amants, voulez-vous voyager?"
The statements referring to luxury and the ease of travel were garnished with artistic illustrations showing the Citroën as the centerpiece of an ambitious lifestyle.
The entire brochure can of course be found in the Zwischengas archive, and we have also published the report on the wonderful Citroën DS 21 Décapotable today.
