Pic-Pic

Pic-Pic was a Swiss automobile manufactured in Geneva from 1906 to 1924. They were produced by the Piccard-Pictet Company (whence its name derives) until 1920, and by Gnome et Rhône from 1920 until the demise of the marque in 1924.

Founded in 1906, Pic-Pic originated as the automotive branch of the Geneva engineering firm Ateliers Piccard-Pictet & Cie. The vehicles were designed by Léon Dufour and gained an early reputation for precision engineering, often being referred to as the "Rolls-Royce of Switzerland."^[1] In 1913, the Geneva icon Pic-Pic, with 332 units, was the best-selling car of the year in Switzerland. ^[2] In 1917, 428 vehicles of the Pic-Pic brand were registered in Switzerland. ^[3]

The brand's prominence peaked during World War I when the Swiss Army adopted Pic-Pic as its standard staff car. These vehicles were prized for their ability to navigate alpine terrain, with several units remaining in military service until the late 1930s.^[4] Although the Federal Council of Switzerland banned the production of weapons for foreign countries at the start of the war, the car manufacturer Piccard-Pictet & Cie. became a munitions manufacturer during the First World War. This resulted from the Swiss economy, which was paralyzed in the first months of the war. The borders were strictly guarded, and the economy lacked raw materials. With armaments production, Pic-Pic was also able to make profits again. Due to the shortage of labor, the Federal Council even relaxed the factory law: working hours could be extended to over eleven hours per day. ^[5] However, the post-war era brought financial instability. A combination of a sharp economic downturn in 1920 and a major labor strike at the Geneva plant led to the company's insolvency.^[6] In 1925, 642 vehicles of the Pic-Pic brand were registered in Switzerland. ^[7]

Following bankruptcy in 1920, the brand was acquired by the Gnome et Rhône engine company. Production continued on a limited basis until 1924, when the final models were exhibited at the Geneva Motor Show.^[8] In modern times, the Pic-Pic is a rare collector's item; as of 2025, only eight authentic examples are confirmed to exist worldwide.^[4]

Pic-Pics competed in a number of motorsports within their short existence. Two Pic-Pics with 4.5-litre engines and front-wheel brakes competed in the 1914 Grand Prix, but both cars were withdrawn. In hillclimbing events, Pic-Pics competed more successfully. Pic-Pic cars came first in Vosges in 1909, in Bern in 1911, and in Jaunpass in 1912, 1913, and 1914.