Renault in the USA: Once Upon a Time There Was Le Car!

The initiative is quite nice to be appreciated. Renault went to showcase its new electric R5 in the USA where it is not sold!

Renault 5 E-Tech 100% electric has set up its summer quarters in New York, a nod to the many Americans who experienced the Renault 5 icon in the 1970s/1980s, and to European tourists visiting New York and Brooklyn this summer. But why Le Car?

Taking advantage of the partnership with AMC (American Motors Corporation), the parent company of Jeep, Renault decided in 1975 to market the Renault 5 in the American market. Although well-equipped and delightfully quirky compared to the enormous American sedans of the time, the small car was received with little enthusiasm, to say the least. The market for models of this size simply did not exist back then. Two years later, the Renault 5 became Le Car thanks to a bold renaming. A “Le” that is very French and a “Car” that means car in English, and that was it. The small R5 became an automotive exuberance and attracted a population looking for a different way to drive. Without breaking any sales records, sales gradually improved until the vehicle’s withdrawal in 1983.

Renault does not seem to envision a future across the Atlantic for the new R5, but who knows. The diamond brand might be tempted to ride the Olympic wave and the wave of enthusiasm that will carry the spirit of Coubertin from Paris to Los Angeles over the next four years. However, to give it a chance to succeed in Uncle Sam’s country, a crucial modification to the car is required. The baguette holder option must become a standard accessory. Those quirky French!

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