Thailand
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Page creation 04/02/2010
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Left: Jacques Nabart, an accountant at Paris-Bangkok during about ten years, takes the pose next to the superb
"Citroen Service" wagon ID (a great pic, dated June 1976, courtesy of J. Nabart himself). Right: a mechanic at work in
Paris-Bangkok, after it changed hands and was owned by a certain Khun Prinya, in a Thai auto magazine (Auto Mag,
October 1993; document Thitisak Hannoi). The shop's accountant Khun Passporn then took over around 1999; but
"Paris-Bangkok", the emblematic Citroen service shop in Bangkok, taking its name not from the French capital, but from
its founder Jacques Paris, finally closed.
"Citroen Service" wagon ID (a great pic, dated June 1976, courtesy of J. Nabart himself). Right: a mechanic at work in
Paris-Bangkok, after it changed hands and was owned by a certain Khun Prinya, in a Thai auto magazine (Auto Mag,
October 1993; document Thitisak Hannoi). The shop's accountant Khun Passporn then took over around 1999; but
"Paris-Bangkok", the emblematic Citroen service shop in Bangkok, taking its name not from the French capital, but from
its founder Jacques Paris, finally closed.
Top: Jacques Paris (second from left) during a promotion event
for the new Ami 6 in a Bangkok hotel. On his right is "Monsieur
Pelanne, one of the managers of Citroen Paris Factory, who
has come here to discuss and study the expansion of Citroen
market in Thailand and throughout the Far East" (Bangkok
Post, 23 February 1962).
Left: one of the earlier Thai ads for the DS&ID 19 relies heavily
on the "elegant" image of France; but it did not prevent the Thai
public to quickly give the "Naa gop" (frog face) nickname to the
car (Bangkok Post, 14 May 1959).
for the new Ami 6 in a Bangkok hotel. On his right is "Monsieur
Pelanne, one of the managers of Citroen Paris Factory, who
has come here to discuss and study the expansion of Citroen
market in Thailand and throughout the Far East" (Bangkok
Post, 23 February 1962).
Left: one of the earlier Thai ads for the DS&ID 19 relies heavily
on the "elegant" image of France; but it did not prevent the Thai
public to quickly give the "Naa gop" (frog face) nickname to the
car (Bangkok Post, 14 May 1959).
Jacques Paris (first
left, with the
cigarette) tried to
promote the Citroen
range by organizing
endurance rallies
around the country,
for instance with this
Ami 6, covering the
800 km to Chiang
Mai "more than 6
hours faster than an
express train",
precisely in just 11
hours 20 minutes, at
an average speed
of... 72 k.p.h.
(Bangkok Post, 7
June 1962)
left, with the
cigarette) tried to
promote the Citroen
range by organizing
endurance rallies
around the country,
for instance with this
Ami 6, covering the
800 km to Chiang
Mai "more than 6
hours faster than an
express train",
precisely in just 11
hours 20 minutes, at
an average speed
of... 72 k.p.h.
(Bangkok Post, 7
June 1962)
Left: the Citroen sign is still
seen hanging outside the
former Siam Motor Supplies
building on Suriwong Street,
on this photo taken most
probably after Jacques Paris
closed shop, around the early
'70s (a most unique
document, courtesy of Krid
Asvanon, who lived just
across the street as a kid !)
Below: Oriental Motors,
situated just a few blocks
away on Suriwong Street, was
one of the very few outlets
selling Citroen service parts
(Bangkok Post, 27 March
1966)
seen hanging outside the
former Siam Motor Supplies
building on Suriwong Street,
on this photo taken most
probably after Jacques Paris
closed shop, around the early
'70s (a most unique
document, courtesy of Krid
Asvanon, who lived just
across the street as a kid !)
Below: Oriental Motors,
situated just a few blocks
away on Suriwong Street, was
one of the very few outlets
selling Citroen service parts
(Bangkok Post, 27 March
1966)
In 1955, young (25) Jacques Paris was a salesman employed by Citroen at its Export Sales
Department, Quai de Javel in Paris, when he heard that Georges Desrues, the brand's agent
in Cambodia and Thailand, was looking for candidates willing to go and help with the sales.
Yearning for an adventurous life, he applied, and arrived that same year in Phnom-Penh,
where he looked after the 2CV business. Two years later, he was sent to Bangkok with the
mission to launch the DS on the Thai market.
Department, Quai de Javel in Paris, when he heard that Georges Desrues, the brand's agent
in Cambodia and Thailand, was looking for candidates willing to go and help with the sales.
Yearning for an adventurous life, he applied, and arrived that same year in Phnom-Penh,
where he looked after the 2CV business. Two years later, he was sent to Bangkok with the
mission to launch the DS on the Thai market.
Top: Siam Motor Supplies
launched the wagon version in
1960. Orders were actively
sought for "home delivery",
meaning delivery overseas, for
expats returning home (Bangkok
Post, 25 May 1960).
Left: A DS19 on the road to
Ayutthaya, during a road-test
organized by Siam Motor
Supplies for the Bangkok Post.
This is is a right-hand model,
made in Citroen's UK plant in
Slough, as indicated by the logo
on the lower part of the hood.
The comments are positive, but
not especially enthusiastic
(Bangkok Post, 22 November
1960).
launched the wagon version in
1960. Orders were actively
sought for "home delivery",
meaning delivery overseas, for
expats returning home (Bangkok
Post, 25 May 1960).
Left: A DS19 on the road to
Ayutthaya, during a road-test
organized by Siam Motor
Supplies for the Bangkok Post.
This is is a right-hand model,
made in Citroen's UK plant in
Slough, as indicated by the logo
on the lower part of the hood.
The comments are positive, but
not especially enthusiastic
(Bangkok Post, 22 November
1960).
Left: a Bara-Windsor advertising details the three
versions of the "car for the connnoisseur"
available for sale in Thailand in 1967: ID19, DS19
and DS21 (Bangkok Post, 24 November 1967).
versions of the "car for the connnoisseur"
available for sale in Thailand in 1967: ID19, DS19
and DS21 (Bangkok Post, 24 November 1967).
Top: Bara-Windsor's show-room, situated in Suan Mali, Bamrung Muang
Road, hosted both the Citroen and GMC Group (Austin etc) brands
(Bangkok Post, 27 October 1967)
Below: Bara-Windsor shows two DS, including a wagon model, in the
French pavillion of the Asian Fair held in Bangkok. Says the legend :
"Modern and elegant, a French-made car is a symbol of French
sophistication". Too bad it did not sell... (Bangkok Post, 25 Nov. 1966)
Road, hosted both the Citroen and GMC Group (Austin etc) brands
(Bangkok Post, 27 October 1967)
Below: Bara-Windsor shows two DS, including a wagon model, in the
French pavillion of the Asian Fair held in Bangkok. Says the legend :
"Modern and elegant, a French-made car is a symbol of French
sophistication". Too bad it did not sell... (Bangkok Post, 25 Nov. 1966)
The Bangkok agency was then called "Siam Motor
Supplies" and was located at the corner of Suriwong and
Soi Sap streets, on land rented to the well-known Bunnag
family. "Tractions" had been imported, but only a handful
of local shops were able to handle service and repairs,
like "Oriental Motors", situated a few blocks away.
One of the first customers was Marshall Phibun
Songkhram, the long-time leader of pre- and post-war
Thailand, and still its Prime Minister in 1957. "I was
asked to go and show a DS19 at the Government
Palace", explains Mr Paris, 79 years old when I could
meet him in October, 2009. "Phibun was there; he spoke
French, and as I was demonstrating how wide the trunk
was, enough for an adult to fit in, he jokingly asked me to
try and go inside... I obeyed, of course, but then he
closed the trunk !"
Supplies" and was located at the corner of Suriwong and
Soi Sap streets, on land rented to the well-known Bunnag
family. "Tractions" had been imported, but only a handful
of local shops were able to handle service and repairs,
like "Oriental Motors", situated a few blocks away.
One of the first customers was Marshall Phibun
Songkhram, the long-time leader of pre- and post-war
Thailand, and still its Prime Minister in 1957. "I was
asked to go and show a DS19 at the Government
Palace", explains Mr Paris, 79 years old when I could
meet him in October, 2009. "Phibun was there; he spoke
French, and as I was demonstrating how wide the trunk
was, enough for an adult to fit in, he jokingly asked me to
try and go inside... I obeyed, of course, but then he
closed the trunk !"
Who were the other customers ? "People who
could afford it, of course; Thais who were returning
from stays in Europe and already knew about the
car; doctors, engineers; some foreigners. They
appreciated the comfort, the suspension, which
was a plus as the roads were not in a good
condition at all."
The sales effort quickly focused on the ID version,
with a mechanical gearbox, easier to service. The
station wagon was introduced, but did not appeal
to many customers. No specific other version of
the DS was sold, according to Mr Paris, although
some customers did ask for a specific colour, like
that transport company President who wanted the
same blue as on her company's trucks !
could afford it, of course; Thais who were returning
from stays in Europe and already knew about the
car; doctors, engineers; some foreigners. They
appreciated the comfort, the suspension, which
was a plus as the roads were not in a good
condition at all."
The sales effort quickly focused on the ID version,
with a mechanical gearbox, easier to service. The
station wagon was introduced, but did not appeal
to many customers. No specific other version of
the DS was sold, according to Mr Paris, although
some customers did ask for a specific colour, like
that transport company President who wanted the
same blue as on her company's trucks !
Mr Paris explains why it proved difficult to sell the DS in Thailand: "There were many problems
from the beginning, leaks in the hydraulic system in particular, and we struggled to keep the
cars on the road. Heat was also a major cause of concern. We complained to Citroen, but they
replied that as a matter of fact they hadn't heard of any problems in Africa... We answered
back that in Africa, people do not drive in the middle of the day, they sleep ! For the hydraulic
system we eventually turned to locally-made castor oil, more adapted to the heat. On top of an
air-conditioning system, we also had to install an extra cooling device for the hydraulic
system." Mr. Renart, a mechanic who had been sent by Citroen to Phnom-Penh with his family,
regularly visited Bangkok and trained the local staff.
from the beginning, leaks in the hydraulic system in particular, and we struggled to keep the
cars on the road. Heat was also a major cause of concern. We complained to Citroen, but they
replied that as a matter of fact they hadn't heard of any problems in Africa... We answered
back that in Africa, people do not drive in the middle of the day, they sleep ! For the hydraulic
system we eventually turned to locally-made castor oil, more adapted to the heat. On top of an
air-conditioning system, we also had to install an extra cooling device for the hydraulic
system." Mr. Renart, a mechanic who had been sent by Citroen to Phnom-Penh with his family,
regularly visited Bangkok and trained the local staff.
In the "Post" archives, we can find a few attempts by Mr Paris to launch "public-relation" events
to promote his cars, starting with the Ami 6. "Yes, we organized a couple of trips upcountry,
and tried to demonstrate the qualities of that car, which we thought was more suited to the
market. As for the DS, I regularly sent one of my staff in town, driving a DS on three wheels; I
was almost certain he would come back to the show-room with a potential customer !"
Fifty years later, Mr Paris can't remember how many DS were sold, but it must have been a
very small figure, perhaps a few dozens per annum. The importation procedure was part of the
daunting task: "The cars arrived by boat directly to Bangkok, and we made sure to be on
permanent stand-by during the unloading, in order to avoid major problems. The transport
conditions on the French liners were very bad. Once we even found a bottle of "red" (wine) and
"L'Huma" (a French Communist Party daily) on a seat, and shoe marks on the roof's inner
lining ! The cars were squeezed just about anywhere in the boat, sometimes in very hot and
humid environment, directly on top of bags of fertilizers... The unloading operation itself was no
better, and we used to spend hours there just trying to avoid disasters... For example, one guy
once decided he had to break a front door window just because he could not find the right key
to open the door !
After a few years, as we can guess from the relative absence of Citroen advertising in the
"Post", sales of the DS must not have proved very successful. The Citroen representation
rights were eventually transferred in 1966 to a local trading company, Bara-Windsor, while Mr
Paris opened his own garage, called "Paris-Bangkok", with the aim of servicing Citroen cars.
to promote his cars, starting with the Ami 6. "Yes, we organized a couple of trips upcountry,
and tried to demonstrate the qualities of that car, which we thought was more suited to the
market. As for the DS, I regularly sent one of my staff in town, driving a DS on three wheels; I
was almost certain he would come back to the show-room with a potential customer !"
Fifty years later, Mr Paris can't remember how many DS were sold, but it must have been a
very small figure, perhaps a few dozens per annum. The importation procedure was part of the
daunting task: "The cars arrived by boat directly to Bangkok, and we made sure to be on
permanent stand-by during the unloading, in order to avoid major problems. The transport
conditions on the French liners were very bad. Once we even found a bottle of "red" (wine) and
"L'Huma" (a French Communist Party daily) on a seat, and shoe marks on the roof's inner
lining ! The cars were squeezed just about anywhere in the boat, sometimes in very hot and
humid environment, directly on top of bags of fertilizers... The unloading operation itself was no
better, and we used to spend hours there just trying to avoid disasters... For example, one guy
once decided he had to break a front door window just because he could not find the right key
to open the door !
After a few years, as we can guess from the relative absence of Citroen advertising in the
"Post", sales of the DS must not have proved very successful. The Citroen representation
rights were eventually transferred in 1966 to a local trading company, Bara-Windsor, while Mr
Paris opened his own garage, called "Paris-Bangkok", with the aim of servicing Citroen cars.
Bara-Windsor continued for a while with another car company it started to represent in 1967, the
BMC Group (Austin, Morris, Vanden Plas etc), and today still manages a small network of
Toyota dealers. Khun Yodjin nevertheless still thinks the DS was a great car, with an outstanding
suspension, and a design that is still modern by today's standards. In fact, he owned and drove
his own DS at the time, and he liked it. But apart from that unfortunate clause in the contract, he
regrets that the dusty roads were not good for the hydraulic system, and the problems were just
too many for him to turn the DS into a success story in Thailand.
BMC Group (Austin, Morris, Vanden Plas etc), and today still manages a small network of
Toyota dealers. Khun Yodjin nevertheless still thinks the DS was a great car, with an outstanding
suspension, and a design that is still modern by today's standards. In fact, he owned and drove
his own DS at the time, and he liked it. But apart from that unfortunate clause in the contract, he
regrets that the dusty roads were not good for the hydraulic system, and the problems were just
too many for him to turn the DS into a success story in Thailand.
Prime Minister Phibun, one of the very first DS amateurs in Thailand ! That's what I call a
scoop. "I remember something funny", Mr Paris continues. "My own DS had exactly the same
colour, and one day, we happened to cross each other's way on the street; his bodyguards,
driving ahead of him, were simply stunned to see me coming, as they could not imagine it
could be somebody else than their boss !"
But the best is yet to come... "Phibun had several cars of course, but he chose the DS when he
had to flee to Cambodia after the September 1957 coup. Border police fired at him... I
suppose he had to continue by foot, because we recovered the car a little while later, there
were bullet impacts on the rear." Now how about that ? And you thought General De Gaulle
was being innovative with his so-called "Petit-Clamart" incident, five years later ?
scoop. "I remember something funny", Mr Paris continues. "My own DS had exactly the same
colour, and one day, we happened to cross each other's way on the street; his bodyguards,
driving ahead of him, were simply stunned to see me coming, as they could not imagine it
could be somebody else than their boss !"
But the best is yet to come... "Phibun had several cars of course, but he chose the DS when he
had to flee to Cambodia after the September 1957 coup. Border police fired at him... I
suppose he had to continue by foot, because we recovered the car a little while later, there
were bullet impacts on the rear." Now how about that ? And you thought General De Gaulle
was being innovative with his so-called "Petit-Clamart" incident, five years later ?
Khun Yodjin continues: "Sales never
really picked up, and in the end, it was a
complete failure, and a financial loss.
We bitterly complained to Citroen many
times, and asked to have that clause
removed from the contract, without
success. In the end, we just gave up,
and Mr. Paris took over again." (Khun
Yodjin does not remember the precise
timing, but I reckon it must have been in
1969).
really picked up, and in the end, it was a
complete failure, and a financial loss.
We bitterly complained to Citroen many
times, and asked to have that clause
removed from the contract, without
success. In the end, we just gave up,
and Mr. Paris took over again." (Khun
Yodjin does not remember the precise
timing, but I reckon it must have been in
1969).
"The idea to start the import and
sales of Citroen cars came from
Khun Aree, who was working
with me, and who was
acquainted with Khun Paris."
Khun Yodjin evidently thought the
automotive market could be a
good growth and diversification
opportunity for his company,
which was already representing
several foreign groups in
Thailand. The Citroen
headquarters were in favour,
seemingly because it was
obvious that Mr Paris did not
have the financial capacity to
expand the business by himself.
"But there was one condition: the
service and repair had to be
handed solely by Paris-Bangkok,
and that proved fatal."
Khun Yodjin explains that
customers were "overcharged"
for maintenance and repairs, if
not "screwed", and because of
that, angry customers quickly
turned away from the brand.
Some of them were so upset that
they refused to repay the loans
extended to them by
Bara-Windsor for the purchase
of the car...
sales of Citroen cars came from
Khun Aree, who was working
with me, and who was
acquainted with Khun Paris."
Khun Yodjin evidently thought the
automotive market could be a
good growth and diversification
opportunity for his company,
which was already representing
several foreign groups in
Thailand. The Citroen
headquarters were in favour,
seemingly because it was
obvious that Mr Paris did not
have the financial capacity to
expand the business by himself.
"But there was one condition: the
service and repair had to be
handed solely by Paris-Bangkok,
and that proved fatal."
Khun Yodjin explains that
customers were "overcharged"
for maintenance and repairs, if
not "screwed", and because of
that, angry customers quickly
turned away from the brand.
Some of them were so upset that
they refused to repay the loans
extended to them by
Bara-Windsor for the purchase
of the car...
Top: Bangkok roads, with their dust and potholes, were not
very kind for the delicate DS. Now, what do we see on the
lower right corner of this bird-view snapshot of the new Rama
9 Road under construction? Yes ! (Bangkok Post, 4 Sept
1969).
Right: A DS is parked in front of the nice Bangkok office of a
French freight firm, Messageries Maritimes, which also
housed the local branch of another French company, the
trading house Denis Frères (from a Denis Frères brochure
edited in 1963, document courtesy of J.-P. Martin).
very kind for the delicate DS. Now, what do we see on the
lower right corner of this bird-view snapshot of the new Rama
9 Road under construction? Yes ! (Bangkok Post, 4 Sept
1969).
Right: A DS is parked in front of the nice Bangkok office of a
French freight firm, Messageries Maritimes, which also
housed the local branch of another French company, the
trading house Denis Frères (from a Denis Frères brochure
edited in 1963, document courtesy of J.-P. Martin).
Below left: in March, 1966, Bara-Windsor, "one of Bangkok's oldest and most reputable firms", splashes on the eight
pages of a supplement to the Bangkok Post its pride to be appointed the exclusive agent for Citroen cars in Thailand.
The legend of this illustration identifies the young lady as "Bangkok artist Mary Cavacos"; right: then Deputy General
Manager of Bara-Windsor, Yodjin Uahwatanasakul (left), and Aree Suntanaphan, "Head of the firm's car division", in
front of advertising signs for two European brands they were already representing : German companies Hoechst and
BASF (Bangkok Post, 27 March 1966)
pages of a supplement to the Bangkok Post its pride to be appointed the exclusive agent for Citroen cars in Thailand.
The legend of this illustration identifies the young lady as "Bangkok artist Mary Cavacos"; right: then Deputy General
Manager of Bara-Windsor, Yodjin Uahwatanasakul (left), and Aree Suntanaphan, "Head of the firm's car division", in
front of advertising signs for two European brands they were already representing : German companies Hoechst and
BASF (Bangkok Post, 27 March 1966)
Now, let's hear from Dr. Yodjin Uahwatanasakul, Chairman of the Bara-Windsor Group, one of
the most famous trading companies in Thailand, whom I could also meet, last November,
2009. Khun Yodjin is the heir of a respected sino-thai family, well-known for its business and its
charity endeavours.
the most famous trading companies in Thailand, whom I could also meet, last November,
2009. Khun Yodjin is the heir of a respected sino-thai family, well-known for its business and its
charity endeavours.
Jacques Paris was sent by Citroen to Bangkok in 1957 with a mission: introduce and sell the
DS in Thailand. Official local importer Siam Motor Supplies, followed by another trading
company called Bara-Windsor, and then again by other companies set up by Jacques Paris,
did try their best. But it has not been an easy task...
DS in Thailand. Official local importer Siam Motor Supplies, followed by another trading
company called Bara-Windsor, and then again by other companies set up by Jacques Paris,
did try their best. But it has not been an easy task...
But things were not so simple of course. Jacques Paris does not remember having had
conflictual relations with Bara-Windsor, while admitting that repairs and maintenance were
expensive, mostly due to the high cost of parts shipped by Citroen.
When Bara-Windsor eventually gave up, alongside his "Paris-Bangkok" workshop, he set up a
company called Thai Inter Motors, who became the sole importer of the brand in Thailand. The
rights were later (1977) transferred to the local import car company Yontrakit (who still represents
Citroen in Thailand today), but "Paris Bangkok" continued its activity well into the 2000s.
conflictual relations with Bara-Windsor, while admitting that repairs and maintenance were
expensive, mostly due to the high cost of parts shipped by Citroen.
When Bara-Windsor eventually gave up, alongside his "Paris-Bangkok" workshop, he set up a
company called Thai Inter Motors, who became the sole importer of the brand in Thailand. The
rights were later (1977) transferred to the local import car company Yontrakit (who still represents
Citroen in Thailand today), but "Paris Bangkok" continued its activity well into the 2000s.
Above: following the Bara-Windsor fiasco, Thai Inter Motors was set up by J.
Paris as the new exclusive Citroen importer in Thailand, while he kept his
garage "Paris-Bangkok" dedicated to maintenance and repair (undated
document, courtesy of Thitisak Hannoi, who was then in charge of Sales).
Paris as the new exclusive Citroen importer in Thailand, while he kept his
garage "Paris-Bangkok" dedicated to maintenance and repair (undated
document, courtesy of Thitisak Hannoi, who was then in charge of Sales).
Above: and ad published by Thai Inter
Motors in the Thai-language newspaper
Thai Rat (13 Dec 1969). Maserati and
Auto Bianchi have been added to the
brand portfolio.
Motors in the Thai-language newspaper
Thai Rat (13 Dec 1969). Maserati and
Auto Bianchi have been added to the
brand portfolio.