THE BIG THREE

Well snails may be slow but given enough time they will reach their destination, and after a start again stop again journey that lasted sixty years; so has the Citroen 2CV Tin Snail. Designed in the 1930’s and ready for production 1n 1939, but because of material shortages due to the 2nd World War, it didn’t see dealers showrooms for almost another ten years. However, from 1948 on it would be produced for some 42 years until 1990, with minimal design changes. During that time several new models were introduced, including a pickup truck, and a four wheel drive version of the original CV2. (You can see photos of both vehicles at the end of this article.)

The vehicle was the brainchild of, Pierre-Jules Boulanger, since the French economy was, and for the most part still is, based on agriculture, his vision was to remove the rural farm peasants from the horse and buggy, and move them into the new age of the automobile, and do it at a price that everyone could afford. After interviewing 10,000 potential customers in what must have been one of the first ever examples of mass market research. Boulanger’s instructions to his engineers were simple. “It had to be able to carry a basket of eggs across a ploughed field, accommodate a tall man wearing a hat and be drivable by a farmer wearing clogs who had little or no experience of maintaining a motor car. As far as image went, Boulanger's memo added: "I confirm to you that the looks don't really bother me."

With a top speed of 37mph, this little gem got something just over 50mpg. I’m not sure if that was with, or without the basket of eggs, but a gas guzzler it was not. And according to, Auto Express UK, their about to do it again.

The redesigned Citroën 2CV, will be ready for the auto shows sometime in 2009, and will likely be a diesel-electric hybrid with high mpg and low emissions.

So you ask? What does all this have to do with the title of this article, The Big Three? Well for one, I simply got carried away with the snail. And two, I have a hard time saying “hello” in less than 350 words or so. However; there is a number three. Yep, You got it; The Big Three. Not so big now, are they? Although Ford seems to be holding its own for the moment, General Motors, and more especially Chrysler are all but finished as being associated with what is the saying? Chevrolet and apple pie? Now it will be more like, Crepes Suzette, and the American Tax Payer. Sound harsh? It is, but it didn’t have to be that way. And if you’ll pardon my French, where the hell are the Lee Iacocca’s when you need them?

There was a lesson to be learned from what Pierre-Jules Boulanger, did with Citroen, in 1949. His little auto for the peasants, bailed out a financially ailing Citroen, and put them in the black. Lee Iacocca did it again in 1979 when he approached The United States Government and asked for a loan guarantee, which he received and was able to repay seven years early than agreed to. Both did this by producing a line of vehicles for the masses. Vehicles that almost anyone could afford. Cheap to buy, and cheap to operate.

So what happened? The economy saw a few years of prosperity, and the lessons learned went by the wayside. Now they’re going to try and save it all by downsizing. Closing plants, laying off what will in the end be thousands of employees, and selling out to foreign auto makers. Why not do as Boulanger did, simply put the question to The American Auto Buyer? Ask them what they want, ask them what they need. They, (The Big Three) may be surprised with the answer. I know it’s too late for General Motors, and Chrysler, at this point if either of them come out of this whole it will be a miracle. And if they do, unless they remember the lessons of Pierre-Jules Boulanger, and Lido Anthony Iacocca, they will only be biding their time.

I don’t propose they build vehicles with a top speed of 37 mph, and canvas tops. But with today’s technology they can produce a car for the masses, cheap to buy, and cheap to operate, just as Boulanger, and Iacocca did. Only this time; don’t forget the lesson.

© 2010 J. Francis All Rights reserved