DIVINE DESIGN, CITROËN DS AND ID 1955 – 1975 Book Review

By George Dyke….

I had the opportunity to review Divine Design, a book that Chris Bronkhorst in The Netherlands published in Dutch in 2023, and now available in English (and French). Translated into English by Julian Marsh (of Citroënet fame), this book is an absolute must for anyone wanting to understand how Citroën transformed the automotive world with the DS. As the title states, it covers DS design, doing so in a comprehensive manner from a design and history standpoint yet interestingly—from a marketing perspective.

From the start of development of the DS in 1938 with the announcement of the VGD (Vehicle de Grande Diffusion) to its introduction at the Salon de l’Auto in Paris on October 6, 1955 and through the full production run of the car, Divine Design provides an astounding synopsis of the innovative engineering that makes the DS one of the most revered automotive designs of the 20th Century.

It was an austere time for publicity within Citroën from when the Traction Avant was introduced and the death of André Citroën, (known for his grand publicity measures like the illumination of the Eiffel Tower with Citroën signage in over 200,000 lights), to the introduction of the DS. Michelin took over the company and reigned in marketing expenses. Publicity became sober and subdued. With the introduction of the DS there was a revival of marketing initiative and in the book, Chris extensively covers the topic in a manner that not only incorporates history but provides developmental references.

DS and ID evolution is covered extensively as is it’s assembly in foreign markets such as Belgium, the UK, South Africa, Australia, Portugal, Spain and Mexico.  Covered too are the variations of the DS in regional markets.

North American history is discussed, though sales figures are only shown for the DS from 1958 to 1960, citing how they paralleled regulatory changes. Sales figures are not shown through the 1960s or early 70s, giving the impression that the number sold were low in that time period. Although never strong, sales numbers in the US reached approximately 20,000 units. Sales peaked in the early part of the 1960s, with around 3,000 to 4,000 units sold annually. One correction to be noted; the book sates that sales “were down to just a few DSupers in 1972”. The DS and the D-Special were both sold in the USA 1972.

Divine Design is also approached from an era standpoint, showing chronological development—a trifecta approach that gives the reader a comprehensive understanding of corresponding graphics design, publicity and brochures produced for various markets.

Chris has managed to including rare photos and significant technical information that makes it a valuable reference. The colour charts, and paint chips are one of the best compilations I have come across.

In the context of design, Chris covers virtually everything including a chapter on metaphors.  People have referred to the DS as a basking shark but did you know that they relate to the front variations of the DS?

The illustrations are fascinating. For example; there is an illustration for La Bombe Citroën (the Club magazine of the Citroën ID DS Club Netherlands) showing the body differences and transformation from the Traction Avant into the DS and then from the DS to the CX.  An insightful illustration of how the aerodynamics of the D we’re so improved over the traction and how the rear of the CX was spatially improved over the DS.

A chapter of the book is devoted to the effort by Henri Chapron in producing the DS Cabriolet. Alas, his other custom coachwork models like; La Croisette, Le Paris, Le Caddy, Le Dandy, Concorde, Le Léman, Lorraine, Palm Beach, and Majesty are not covered, as Chris stated that there are authors who did better work on them than that he could have done.

Divine Design reveals who shaped the publicity for the DS, going into the innovative work by little known Claude Puech, a sales supervisor within Citroën, who became the architect of Citroën’s renewed publicity style. He was approached to take on the publicity for the launch of the DS 19.

Claude became the newly appointed director of external relations creating a new tone and new culture for the brand. Introductory DS 19 photos appeared in Paris-Match in October 1955 featuring Gina Lollobrigida. By 1958, avant-garde publicity efforts were in full swing.

Chris shows the photo retouching that was done in the 1959 book that Citroën released called Phototècque Citroën and he features a stunt done in the same year to showcase Citroëns in the Netherlands; As Dutch dealers did not have significant showrooms, a boat (the MS Holland) floated through the canals of the Netherlands displaying the various Citroën models.

Three chapters are devoted to Citroën brochure image makers—how the DS inspired the creative minds of the artists Citroën chose to profile or illustrate the DS. These sections thoroughly document the illustrators, graphics designers and photographers who created the distinctive visionary marketing that Citroën was noted for.  

We learn about Robert Delpire, film producer, gallery owner and advertising executive. He formed an agency in 1960 and worked for Citroën for the next 15 years!

We get insight into the fabulous brochures produced by William Klein and Helmut Newton incorporating the outstanding photography of André Martin.

Klein:

Newton:

Martin:

Also covered is how the brochures came about and the techniques that 13 photographers used to create the iconic imaging. True to DS design, the originator of the abstract fish caricatures that illustrate the hydropneumatic suspension principles of the DS is profiled.

To appreciate the work Chris has done to create the book, look at Appendix 5 in the Appendix section to see the sources he consulted.

What more could I wish for? Perhaps an index because it is so packed with useful information I would find it helpful when diving back in the book to a find specific person and read about their contribution again, although you can find page numbers of photographers’ credits in Appendix 5 so there is means to hone in by that.

Chris masterfully lists the brochures in Chapters 10, cataloging markets in Belgium and the Netherlands, the UK, Africa, USA and Canada, Italy and Scandinavia.

We don’t get the Asian, Australian and South American markets. Perhaps that is a future book?

Divine Design is a comprehensive and incredibly well-complied perspective by Chris Bronkhorst of the DS and the avant-garde approach that Citroën took in development and marketing.

It even comes with two bookmarks; a red one and a green one. Just like the red LHS-fluid and the green LHM-fluid. Don’t let them mix….—and you will certainly find them useful as you flip through the vast information contained therein.

Language: English

Author: Chris Bronkhorst

Size: 22cm x 24 cm

Finishing: Hardcover Full-color

Pages: 336

ISBN: 978-90-834758-5-1

Available through: Citrovisie: https://citrovisie.nl/collections/books/products/design-divin-en

In the USA: Brad Nauss Automotive: email: citparts@gmail.com or phone (717) 691-8550