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The North American life of the R5 with the Renault Le Car Van

So convinced was Renault of the success of its R5 in the North American market that it was sold under the bare and absolute name of Le Car. However, its sales were derisory despite the model's obvious charms. A commercial failure that was due to multiple reasons that, in addition, led the diamond house to divest itself of its shares in AMC

Different and diverse, the North American and European markets have always looked at each other with a certain suspicion. A distrust encouraged by the tariff measures, putting even more barriers to their already quite divergent ranges. In addition, the different regulations on safety and emissions made things even more impossible in the face of a hypothetical convergence. And that's not to mention the prices of gasoline and steel. Key factors to understand how in Europe, they opted for the most restrained displacements and the most concise weights whereas, in the United States, even a popular car could have a huge engine and a generous size.

However, despite everything there have been clear examples of permeability between the two markets. In that sense is the indisputable success of Volvo in America. Becoming the second importer after Volkswagen, boosted its safety image as well as its thriving trucking division. And well, since we have mentioned the German house, there is no doubt about the resounding success of the Beetle in the United States. Easily imported from the Mexican factory in Puebla, where the New Beetle was also manufactured with notable success.

Furthermore, when it comes to more exclusive segments, there is no doubt that the North American market is key to the survival of Porsche and Ferrari. In fact, decades ago it was for not a few British sports manufacturers. Benefited by the success that their small but vibrant roadster had on the other side of the Atlantic. However, if we think calmly about all these examples we will realize an important point. And it is that, beyond the popular and massive Beetle, all of them are related to small market niches. In other words, they sold well in very specific cases where what prevailed was the exoticism of difference.

At this point the question is clear. Could a European-designed popular car be a massive hit in the United States? Obviously it would have to overcome many barriers. However, it could have in its favor some good consumption and, possibly, a more than interesting price within the scope of the compact or the utility. Thus, Renault thought that it could make its R5 a success in that country. So much so that, together with AMC, he changed the name to Le Car. A name that already wanted to present it as the car where all interests would come together. Would all this come to fruition?

RENAULT LANDS IN THE UNITED STATES

With the exception of the Beetle, no foreign compact model had been successful in the United States. And it is logical. Since neither for the price of fuel nor for lack of space did an American buyer need to look at a concise European utility vehicle. In fact, beyond some urban agglomerations the American city model is very different from the European one. With wide streets and extensive residential areas where it is not difficult to park. Something very different from the intricate historical streets of Rome for which cars like the FIAT 500 were born.

However, everything changed radically in 1973. The year of the first great Oil Crisis. A knock on consciences that put on the table the need to reduce gasoline consumption. Just the right situation for the massive appearance of compact models in the North American market. which, moreover, was already experiencing the massive entry of the same by the newly internationalized Japanese manufacturers. In fact, even the local brands themselves were busy designing their own interpretation of what an American-style compact should be.

One of them was AMC. Founded after World War II, this company benefited from owning the rights to Jeep had always lived in the shadow of the greats of Detroit. For this reason, thanks to the situation created in the seventies, he saw the possibility of redeeming himself. At this point he released a first compact called Gremlin right in 1970. Intended to compete with the Ford Pinto and Chevrolet Vega in the race for local C-segment dominance, it was advertised as a very low-consumption car due to its 8-litre combined cycle. Which, in short, few are not. Although very concise for American terms.

After this, heading into 1975 AMC desperately spent a huge amount of resources in order to light up the Pacer. A model that was expected to be definitive in terms of American compacts. Equipped with a design capable of housing a large passenger compartment as it is designed from the inside out. However, the public did not fully accept it. And it's more, even its six-cylinder engine did too much to save fuel. Thus, AMC's finances went into free fall, even seeing how the banks denied him credit. A desperate situation thanks to which Renault entered AMC back in 1978. Becoming the majority shareholder from 1980 with 49% of the shareholding.

RENAULT LE CAR, WHAT WAS GOING TO BE AND WASN'T

After Renault's massive entry into AMC, the diamond house had just what it needed to expand in the United States. First of all a large factory. and second a wide and consolidated network of dealers spread throughout the country. In this way, the directors of Renault thought that, in the midst of the Oil Crisis, it would be a success to offer their tourism models in America. Not in vain, both for size and consumption could be the most attractive. And that's not to mention the everlasting "chic” of the French.

At this point they got down to work to create the respective adaptations of the R9, R11, R18, Fuego and R5. Adapted to North American safety approvals -including its huge bumpers-, by the early XNUMXs they were ready to hit dealerships. Moreover, the press praised his qualities, highlighting the nerve of some mechanics capable of giving sports sensations on a day-to-day basis. And that's not to mention such interesting variants as the convertible made on the R9.

In addition, in the case of the R5 -Renault Le Car- an adaptation to a van designed by the French coachbuilder Heuliez was offered. With details such as its portholes, it was undoubtedly one of the most striking American Renaults. being in tune with the growing demand for utility vehicles with ample cargo space. However, of this model presented in 1979 only about 450 units were built. That is to say, it was an unmitigated failure insofar as Renault was already seen as one of the main manufacturers of urban cars in the United States.

Fortunately, the adaptations of the other models fared somewhat better. Especially those of the R9, selling some 600.000 units. Less than expected in any case. But why? Well, possibly the main reason is that Renault arrived with its compact too late. After all, by the end of the seventies the consequences of the Oil Crisis were already passing. In this way, the Americans returned to their large displacements and sizes, showing little or no interest in European utility vehicles.

In addition, the market share that these vehicles could have was already being occupied by Japanese models. Quite effective and with some of the most combative prices, ostracizing any initiative that a European manufacturer wanted to undertake in the United States. Thus, in 1988 Renault sold its shares in AMC to Chrysler. Point and end of this French adventure in the American market, of which witnesses such as this striking Renault Le Car remained. One of the strangest and most striking R5s.

Photographs: Artcurial

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Written by Miguel Sánchez

Through the news from La Escudería, we will travel the winding roads of Maranello listening to the roar of the Italian V12; We will travel Route66 in search of the power of the great American engines; we will get lost in the narrow English lanes tracking the elegance of their sports cars; We will speed up the braking in the curves of the Monte Carlo Rally and we will even get dusty in a garage while rescuing lost jewels.

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