You Cannot Be Serious!
The North American market has always been tough, unyielding and, for a great many European carmakers, impenetrable. Lucrative for those who could find a way in, success however has always required an unswerving commitment and very deep pockets, characteristics which were in short supply at Bologne-Billancourt. Renault had made some tentative explorations into the US during the early 1950s, but it wasn’t until the advent of the Dauphine model towards the latter end of the decade that the French carmaker would put its shoulder to the metaphorical wheel.
While low-powered, potentially evil-handling European imports were by no means unfamiliar to US audiences by this time, the ones which America had taken to their collective hearts were not only considerably more robustly wrought at Wolfsburg, but were vastly better represented by a large and widespread support network.
Yet despite these apparent shortcomings, the Dauphine made significant headway, outselling Volkswagen in 1959. But despite Renault Inc’s best efforts, the Dauphine’s reputation did not survive contact with US soil – a combination of a chronic lack of material quality, durability and a propensity to spontaneously dissolve into crumbs of ferrous oxide saw matters come to an inglorious halt. Indeed, so poor did the Dauphine’s US reputation become that when its replacement was introduced, early advertising billed it as a car for those who swore never again to Continue reading “Voiture à Vivre [Part Three]”