After successfully crossing the Sahara Desert with a motorized expedition in 1922, car manufacturer André Citroën decided to launch another such expedition across the African contintent in 1924. The so called "Croisière Noire" captivated the French public and was a major publicity coup for Citroën. A "Croisière Jaune" crossed Asia in 1931 - 1932 and in 1934 Citroën launched the "Croisière Blanche" across the North American continent from Chicago to Alaska.