
When I was starting my advertising career in 1966 I wanted to write an ad for the Citroën DS19. The headline under the photo would have read: "In 1956 They Said We Were 10 Years Ahead. It's 1966 and We're Still 10 Years Ahead. When Are They Going to Catch Up?" The copy would go on to explain Citroën's futuristic advantages and ask why the competition was so far behind.
I soon learned that in the ad business copywriters don't get to choose their clients. Clients choose the ad agency and we writers rave about the product whether it's crap or not. So I never got to write an ad for Citroën or any of the other automobiles I admired. I did write many car ads and commercials over the years but few of those vehicles appealed to me.
My reason for wanting to write a Citroën ad was simple. I thought it was one of the most beautiful cars I'd ever seen and was mesmerised by the technology. It was an opinion shared by many others. The DS came in third in the 1999 Car of the Century competition and was named the most beautiful car of all time by Classic & Sports Car magazine.

So how do you improve on a masterpiece? You don't if the Numéro 9 concept (above) to be unveiled at the Beijing Motor Show later this month is an example. Citroën is touting it as the DS19's spiritual successor. Well, forgive me folks, but the Numéro 9 has none of the elegance, beauty, and futurisim that was represented in the DS19. On the other hand it would be almost impossible, indeed foolish, for the company to have attempted a retro version.
Perhaps the most spectacular technical feature was the DS 19's ability to be raised or lowered on its suspension according to the driver's needs. Lowered, and the already impressive aerodynamics were further improved, as was the roadholding. Raised, and the Citroën could be driven over deeply rutted roads. Easier for well-dressed ladies to enter and exit, it also made tire changing simpler. The all-encompassing hydro-pneumatic system included power steering, brakes, and a semi-automatic transmission. Disc brakes were fitted to all four wheels, inboard up front. The roof was made of fiberglass and the hood of aluminum.

The interior didn't disappoint. Braking was accomplished, not by a typical pedal, but a much smaller "button" on the floor. The steering wheel had only one spoke, which grew out of the steering column like a branch on a tree. The dashboard was a work of art, where drivers could operate the integrated controls without taking their hands off the wheel. Did I mention that the DS19 was front-wheel-drive? But what would you expect from the company that pioneered fwd in mass-produced cars with the Traction Avant back in the 30s?
Sadly, it was the engine and transmission that prevented the DS19 from becoming a major success in America. Hampered by French tax laws that removed any incentive for large, powerful engines, Citroën had to make do with a relatively small 4-cylinder powerplant. And the transmission was a semi-automatic at a time when all American manufacturers could offer full automatic convenience. The clutch was automatic but the driver still had to change gears manually. It's possible that Citroën had yet to develop a system that could work well with front-wheel-drive.
During its 20 years, 1,456,115 units were made, including the lower cost ID. But in the vital North American market only 38,000 units were sold. Citroën did show the car's versatility with a station wagon, a convertible, and a stretched executive version; the same one seen in movies and newsreels, chauffering Charles de Gaulle and other dignitaries. On TV it is the choice of The Mentalist's Patrick Jane, who drives an eggshell blue Citroen DS21 Pallais.
With due respect to the Chinese, it's probable that very few buyers have ever heard of the DS19, let alone seen one, so the Numéro 9 concept may be ideal for its hoped-for expansion in that market. As for me, I may like it better when I see the car rather than a photo, but for sheer beauty I'll stick with the DS19, even though I never did get to write that ad. Hmm... wonder how it would sound in Chinese?