The French perspective has always been very different, maybe even off-beat. Their approach to experiencing life, “l’experience,” is different than how we perceive the same in North America. Case in point, in North America we conveniently use the drive-through to buy coffee and don’t recognize the experience. The French way is very different – they sit at a café facing outward, drink their café au lait from a proper porcelain cup, paired with a pastry. In other words, it’s an immersive experience.
This joie de vivre parlays to French product creation. For example, in 1955 Citroën’s DS with its extremely low drag-coefficient, innovative suspension and elegant interior was and still is today, totally unique and an icon. The DS was never intended to take its drivers from place to place with a utilitarian lack of meaning—it was smooth, it had style, it was quiet. It was more than just a product to perform a singular function. It was an expérience.