Asterix and Obelix drive Citroën - what else?
If Asterix were a Swede, he would drive a Saab. Not Volvo. But the small indomitable Gallic village isn't on the Göta Älv, so, quite logically, he drives a Citroën. Soon also in the cinema. The French avant-garde brand launched a marketing coup in February 2023 with the film “Asterix & Obelix: The Middle Kingdom”.
Because the heroes Asterix and Obelix, with their eternal game against Julius Caesar, move a prehistoric Citroën. The chariot with the typical double chevron was designed and built by Citroën itself in record time. One notices that no effort is too high when it comes to Gallic cultural assets.
Boar Stomach, Firefly and Magic Potion
Citroën was involved in the project from the start Treasure Movies and Editions Albert René integrated, the design studio realized the chariot concept in just 3 months. It embodies the 2 CV, is suitably pulled by 2 horses, and has the special touch that fans of Asterix and Obelix have come to expect.
The result of the development is an authentic chariot with some sly specialties. Designer Cétautomatix amazes with an innovative, comfortable suspension made from wild boar stomachs. Gallic helmets were used for the headlights. Their powerful lighting is done by fireflies, which are strengthened with the magic potion, without which no film with Asterix and Obelix can do.
"The result is an ode to the 2CV, the iconic car that represents Citroën in all its glory," says Pierre Leclercq, Citroën's chief design officer.
The films of Asterix and Obelix have cult status - and a long half-life. After being released in the cinema, they are a long-running hit on television, and the marketing value is invaluable. Citroën takes the opportunity, shows the new brand logo and pays homage to the immortal 2 CV.
“Asterix & Obelix: The Middle Kingdom” is directed by Guillaume Canet and will be released in cinemas in France in February 2023. The international career in other countries starts shortly thereafter. Interested in even more Gallic heritage? There is already a first trailer for it on YouTube Movie are available as assessories. Citroën chariot.
With media material from Citroën Communication
4 thoughts on "Asterix and Obelix drive Citroën - what else?"
I'm a fan of both of them, although I'm no longer in the targeted age group 🙂
Driving 2 CV has always been a cult, I'm desperately waiting for a comeback in some form. Renault bring back the R4 and 5, where's the lemon?
Oh, I actually find the target group of the two indomitables to be quite adult...
There are a few film adaptations that are clearly infantilized and broadening the audience downwards, but the comics?
They're chock-full of interesting character studies, international stereotypes, and allusions to all sorts of things. Health, tourism, architecture, digitization, advertising, globalization and so on...
You can't get that old that you outgrow them both 😉
Asterix would also never drive a Peugeot or Renault. That would be too boring. Well done!
Great idea and well executed. I'm looking forward to the movie.
I drove 2CVs for years, to the North Cape, to Portugal and in 1976 even to Romania. Those were real long-distance journeys, without a navigation system, without apps, just read the map and drive off! Great times! And the fact that I've been a Saab driver for many years is just a logical development. Couldn't have been otherwise.