Miguel Sánchez
In motorsports, advertising travels curious paths. And it is that, beyond the simple advertisement with the mechanical benefits of each model, brands make enormous efforts to create a certain image. One strategy is to create outstanding models thanks to which to project an image of quality and innovation. In this sense, the most interesting example is that of Volkswagen with the current Bugatti. With both the Veyron and the Chiron, Ferdinand Piech got just what he wanted: to show off his technology.
An unprofitable boast, because despite the high price Volkswagen is losing figures in each unit that would make any accountant squirm in pain. Something that is explained by the enormous investment required in the development of the model, which, however, offers the brand the possibility of using these Bugatti as test benches of technologies that will reach the street. Just the point that interests advertisers because, if Volkswagen is at this level ... As a buyer of a simple utility I feel wrapped up by the idea of acquiring it in the range of a company so leading as to manufacture the Veyron.
Another much older strategy has been that of competition. In fact, as early as 1903 Renault was competing in races such as the Paris-Madrid with metal beasts capable of reaching 130 km / h on bumpy roads. A recklessness that cost Marcel Renault himself his life. But also an image full of adrenaline and technology that, in one way or another, creates a strong brand image capable of saturating even the most prosaic model. Just the idea that encouraged Citroën to present the rally version of the ZX months before its launch as a production car. A launch of which 30 years are celebrated in 2021.
CITROËN ZX RALLYE. THE RAPID ASCENSION TO THE TOP
A few days ago we told you about Citroën's beginnings in the World Rally Championship. And, although some DS were even seen in some Monte Carlo during the sixties, the truth is that the brand itself did not get involved in the competition until the eighties. To do this, they first asked Lotus for help trying to get it to assemble what looked like a Visa on the basis of an Esprit. Since the Lotus-Visa experiment went awry, Citroën took on the challenge itself by creating the 1000 Pistes Visa. The brand's first 4 × 4 designed for competition, this was the modest but effective starting point for a vertiginous ascent.
Of course, as dizzying as it is unpredictable. And it is that the idea of Citroën was to grow within Group B of the World Rally Championship. Something that they created the unfortunate BX 4TC for. At this point nothing seemed to announce Citroën as a successful brand on the dirt tracks. But nevertheless, PSA's racing department was finishing the tremendous Peugeot 205 and 405 intended for Group B. Canceled after the fatal accident at Toivonen in 1986, these cars needed to be reoriented to another category so that the investment was not lost.
Thus the things, the directors of PSA diverted the project from Peugeot to Citroën. Why? Well, precisely because of a commercial strategy based on the brand image created by the competition. And is that for 1991 the launch of the Citroën ZX was planned. The new tourism of the chevron brand, presented with signs of not being a true technological revolution but a good car at the sales level. Something for which an excellent promotional campaign had to be created, which would have the Citroën ZX Rallye as its star.
CITROËN ZX RALLYE, PRESENTED BEFORE THE SERIES MODEL
Introduced in 1990, the Citroën ZX Rallye anticipated the release of the production model. An action that is only explained from the point of view of advertising, which created for the ZX an image of resistance based on two campaigns. The first was that of the Citroën ZX Rallye, which by the way came out to be fair since in 1991 this was the winning car of the Paris-Dakar. The second were kilometer-long endurance tests appeared in magazines such as Quattroroute, where the Citroën ZX was seen subjected to 120.000 kilometers dog-friendly and maintenance-free.
With this background, Citroën ZX buyers knew they were not acquiring the brand's most legendary model, but at least a very practical and resistant one. A cousin of the rally version, totally different from the street version but designed by the same solvent PSA group. Of course, very far from the benefits of the Dakar version, vitaminized up to 330CV. A power with which he managed to win numerous victories throughout his seven years in competition.
Excellent business card for the much more modest Citroën ZX street, which is 2021 years old this XNUMX. The perfect time to reflect on this newly released classic, which introduced new features such as the self-steering rear axle to the brand. A vehicle of which we will shortly be gathering more data, giving special importance to its sportier versions. In any case, a car that, before going to the dealerships, had a very well thought-out publicity.
Photographs: Citroën Origins
