/regions/2025/04/05/whatsapp-image-2025-04-05-at-16-14-54-67f145f823897858732511.jpg)
This is a first in France. For two months, two slowders have emerged in a residential area of Issoire, in Puy-de-Dôme. Their particularity: they are sponsored by the Citroën automotive brand. The manufacturer is launching a campaign with municipalities.
Company
From daily life to major challenges, discover the subjects that make local society, such as justice, education, health and family.
France Télévisions uses your email address to send you the “Company” newsletter. You can unsubscribe at any time via the link at the bottom of this newsletter. Our Privacy Policy
For almost two months, two retarders, located side by side, have appeared in Issoire, in Puy-de-Dôme, rue de Bizaleix, in a residential area, limited to 30 km/h. Bertrand Barraud, mayor (SE) of Issoire, explains: “Road safety is a leitmotif. We have chosen this neighborhood because there are many children who circulate by bicycle in this sector. There are also a lot of parents with strollers. It is a place where the inhabitants of the neighborhood regularly signal people who were driving too quickly”.
But these two retarders have the particularity of being stamped with the name and logo of the Citroën automotive brand. A first in France. The elected representative underlines: “We were asked by Citroën and we are the Test city. It is win-win. For the brand, the idea is not to advertise with 4 by 3 which constitute visual pollution but rather to attach advertising and utility. This advertisement is really minimal and very qualitative. There is just the brand that is indicated. Slowers as they are now desired: they are in concrete rather than plastic, they are more durable and less noisy.
Bertrand Barraud, unlike his detractors, does not see a head of the brand with the chevrons: “I prefer that this advertisement is done on useful objects and that it is qualitative rather than advertising as we can see on posters 4 by 3. There are too many in all cities. These are also important savings. He highlights the effectiveness of these new slowders: “I investigated residents and they have told me to be very satisfied since the commissioning of these slowders. They do not make noise and the result is obtained: cars slow down”. The mayor evokes the possibility of sponsoring discreetly, with brand logos. It does not fear an invasion of public space by advertising, as discreet as it is: “From the moment that it remains agreed between the municipality and the partner, this remains the municipality which chooses and which limits. We speak of a few centimeters while public spaces are often upset by fairly filthy vertical advertisements”.
Two slowders sponsored by Citroën were installed in Issoire, in Puy-de-Dôme. • © Bertrand Barraud
At Citroën too, we welcome the success of these slowders. The automaker is launching A campaign with interested municipalities. Stéphane Cesareo, director of communication at Citroën, evokes a homecoming for the brand: “In the approach of André Citroën, at the start of business creation, there was an approach turned towards everything that could be useful for safety and displacement. He had financed mileage terminals, signaling panels. In this logic, we wanted to do a pilot test, especially for some donkeys Sliding for two-wheelers “.
/regions/2025/04/05/bumpboards-kv-rp-67f149a132ee3654625384.png)
The two slowders were carefully installed. • © Citroën
This test could be extended to other agglomerations. “We could decide if this could be an axis of shares of the brand,” said the director of communication. He insisted: “The slowders have been developed with specialized companies, with respect for road regulations, so that they are fully compliant and that the material used, concrete, the safest for two-wheelers”. Stéphane Cesareo does not think that public space will be invaded by this kind of initiative: “We are not intended to replace public service missions. We must see a civic approach, which is aimed at small cities. We have a very strong presence in the countryside. This test is a way of being closer to our customers. There is no desire to take possession of the public space.”
The director of communication indicates that he will measure the effects of this test with the municipality of Issoire. In France, the number of retarders across the country is estimated that more than 500,000. However, according to Citroën, 75 % of them are not or more in line with the safety standards in force and are therefore illegal today.