Boulanger

"the Mulliez galaxy now encompasses dozens of brands including Leroy Merlin, Decathlon, Kiabi, Boulanger, Flunch, Saint Maclou, Pimkie, Brice, Jules, Norauto, Cultura, Picwic, and more."

"In 1944, Boulanger is listed by the Gestapo among the personalities dangerous to the security of the Reich. In the event of an Allied troop landing, he is to be immediately brought before the firing squad. Pierre Bercot, who opposes the requisition of the large presses from the Saint-Ouen factory and their transfer to an unknown destination, is questioned by the Gestapo and then imprisoned in Fresnes prison (after managing, with the complicity of a SNCF resistance network, to redirect the convoy to Burgundy)."

"Boulanger, who is passionately driven by the idea of this popular car, wants to outpace all his European competitors. To make the first “monsters” from the design office presentable, he confines—over two years—two engineers, Laneau and Floquet, in a hangar with explicit orders to be silent as the grave. In the utmost secrecy, he launches the production of two hundred and fifty prototypes at the Levallois factory, using noble materials like aluminum and magnesium to make them light, simplify to the extreme, and reduce maintenance costs. The TPV should be repairable with a piece of wire."

"The Michelin and Boulanger have refused to sit in the luxurious armchairs offered to them. They are wary of these offices too close to the Seine and too reminiscent of the opulent areas of the 16the arrondissement. They preferred to settle with their rubbers and pencils in the accounting departments to scrutinize the balance sheets and operating accounts. And above all, to take the temperature of this company, gauge its working methods. They left on tiptoe, leaving some of their own men on site, these “economists,” so quickly despised in the company, who are tasked with curbing general expenses, controlling cost prices, and restoring a firm and disciplined hierarchy."

"Like Edouard, the model, the former Beaux-Arts student spends most of his time with engineers on prototypes or in factories with workers and technicians. To do better, always better, ever better, one must stay ahead, prioritize new ideas, and if necessary, not hesitate to show non-conformism. Boulanger is convinced that Citroën must be the Michelin of the automobile industry. And without vast resources, he will accomplish the impossible mission entrusted to him by “the Boss”: never allow Citroën to be outpaced by another brand[21](private://read/01jkqdqdgs7t399cyecbezrhj0/#ftn_fn21)."

"“One gets the impression,” notes J.A. Grégoire in his memoirs, “that the more or less genuine compassion, the criticism, the sarcasm, all these manifestations of jealousy and human malice excite him instead of discouraging him. What does it matter what the whole world thinks or yells; it is he, Boulanger, who is right.”"

"Indeed, orders poured in. Citroën delivered in drips, after each candidate filled out a detailed questionnaire and accepted a visit from sales inspectors who verified the authenticity of their answers. Boulanger’s strict orders: preference in delivery orders had to be given to farmers, doctors, social workers, sales representatives, country priests, and nuns. Others, the average people, had to wait. Often four years, sometimes more."

"Translated by engineers working with André Lefèvre, this idea of the “minimum automobile”—intended primarily for farmers and craftsmen—would become the famous quip: “An umbrella on four wheels.” After the “fact-finding surveys” conducted under the direction of a Central School engineer, Duclos, among ten thousand people to identify the real needs of this modest clientele targeted by Boulanger—the first automotive marketing experience and perhaps the secret of the car’s exceptional longevity—the TPV, or “very small car,” gradually emerged from limbo."