A car is born
Marketing strategies for 700 millions euros
Step by step, the strategy for the launch of a new car is presented: simply astounding.
Four and a half billion francs… That's what the launch of a new Citroën cost. Many Xsaras had to be sold to recoup the investment. The huge scale of the sum is in proportion with the excessive nature of the operation imagined by the marketing department of the automotive firm.
An ethnologist and mathematician by training, Gérald Caillat has made many films on classical music as well as the economic madness of our world. To remain competitive and to conquer market shares, the companies adopt truly combative strategies that A Car Is Born presents and analyses. The preparation and the hosting of a huge international convention at Le Bourget attended by 10 000 agents and dealers from all over the world is simply amazing.
Movie director : Gérald Caillat
Duration : 51 min
Production date : 1997
Production : © Idéale Audience / France3
Available version(s) : FR ST EN