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Stellantis-owned car brand Citroën was founded in March 1919 following André Citroën’s experience of manufacturing armaments for the French army during World War I. The first car was announced just months after the end of the war and exhibited in Paris.
More than 100 years since that day, the company has gone on to become one of France’s most iconic international brands, selling more than 780,000 vehicles in 2021 alone.
Despite that heritage and success, the brand discovered that in one South American territory—Peru—its younger drivers did not associate Citroën with its country of origin.
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