It is a proof that innovation is not always a question of technology… As an example, the young company “4 wheels under an umbrella” innovates in cultural tourism in Paris with a car designed in the thirties. The concept is simple: to offer cultural tours - renamed “escapades” – on board a Citroen 2CV driven by guides.

Founded in 2003 and mainly based in Paris, this small company ignores the crisis. It showed more than 10 000 people around in 2009 on board its 40 cars. Thirty different trips are suggested to tourists, lovers, or businesses that want to motivate their troops. Its credo is innovation to improve customer experience.

Innovation at all levels.

At first glance, the “recipe” seems obvious: take a world famous car, have it patrol in the first touristic destination in the world (Ile de France welcomes nearly 45 million tourists a year according to the Préfecture de Paris), add a pinch of communication, and that’s done the trick (or rather the trip). “The concept is necessary but not sufficient”, said Florent Dargnies, the founder of” 4 wheels under an umbrella. “We have also trained very good drivers and imagined truly innovative tours, in particular.”

Each of the forty drivers has followed a very own training scheme on in-house designed escapades: from the most cultural tours as “The royal short break in Versailles”, to the most mercenary trips as” Paris Shopping – Stroll to these gentlemen’s utter despair” through the gastronomic tours (”Paris and wine”), the film tours (”Amélie Poulain drive”) or literary tours (“Da Vinci Code spin”). The offer is continuously renewed and the circuits evolve according to the news. The novelty in 2010 is a trip based on Monopoly, in partnership with Hasbro.

Despite its old crates, the company is in the air. Sineo, a company that washes cars without water and uses bio products is in charge of the beauty treatment of the “deudeuches”. Moreover, the majority of Sineo employees are in rehabilitation. Regarding the pollution emitted by these sympathetic coaches, it is “carbon compensated”, while expecting a better solution. “We are investing in R & D to minimize our emissions,” promises Florent Dargnies.

A model that can be duplicated in French regions

The company is currently establishing itself in Lyon and plans to extend its offer for specific operations on the whole territory. “Of course, we move our cars for sporting or cultural events in other cities. But we can also advise those wishing to start a similar project, with other vehicles, for example. Both our model and our know-how can be duplicated, “says Florent Dargnies. This offer is valid for entrepreneurs, but also for communities.

Clearly, some aging tours could draw their inspiration from these methods based on customer experience. And with 95% satisfaction, the Parisian in 2CV seems to have found success.

Who are the customers?

At the top, you will find French people. Maybe because they all had a grandfather or an uncle driving a “deuche”. Then come the Germans, who do the same in Berlin, but in “Trabant”, the famous mini east-German car (Trabi-Safari tours). The third place is occupied by Americans and English. Imitators again… with a real mini this time (Small Car Big City).

On the celebrity side, Richard Branson, the founder of Virgin Media, has tested the trip “A la carte” (see video). For fetishists, ask the 2CV number 6.

“4 wheels under an umbrella at a glance”

Date of creation: 2003

Executive: Florent Dargnies

Employees: 10 persons + 40 drivers

Fleet: 40 “2 CV”

Turnover: Not Disclosed

Activity: organizer of escapades with driver on board a 2 CV

Source : Cleantech Republic