Description
This original 1928 lithographic advertisement promotes Citroën’s Cabriolets décapotables—convertible models based on the popular Type B14. The central image shows a fully open-top touring car in profile, flanked by delicate foliage silhouettes, symbolising open-air freedom and scenic driving. Beneath it, inset artwork highlights the folding roof mechanism, a significant innovation of the time.
Translated text:
“After the rain comes fine weather.
The convertible cabriolets (10 HP 11/14)
Convertible cabriolets are ideal cars. They allow you to travel with the same pleasure in all kinds of weather.
With the top down, they have the appeal of a touring car. With the top up, they provide the gentle intimacy of an enclosed car.
Convertible cabriolets come in two models: two-seaters and four-seaters, both equally luxurious and comfortable.
There are also models of cabriolets that are not convertibles, with 2 or 4 seats. These are the preferred cars of the elegant woman who drives herself.
The first French car built in large series (mass-produced).”
The ad’s poetic header, “Après la pluie, beau temps” (“After the rain comes fine weather.”), plays cleverly on the car’s all-weather flexibility. The accompanying text assures buyers of Citroën’s trademark reliability and interior comfort, aligning with the brand’s modern industrial ethos.
This piece typifies André Citroën’s aggressive marketing approach, bringing American-style automotive advertising to Europe with flair and typographic confidence.
