Number 5. Renault Dauphine
The Dauphine was initially a massive success in the US market, with annual sales quickly rising to over 100,000 units – a remarkable achievement for an imported car in the late 1950s. Its stylish design, fuel efficiency, and affordable price made it a popular choice among American drivers.
However, it soon became clear that the Dauphine’s build quality wasn’t up to par with the high mileage typically achieved by American drivers who often had to travel long distances. The car began to experience significant mechanical issues, resulting in frequent breakdowns and costly repairs. As a result, secondhand values plummeted, and finance houses started refusing to offer instalment plans for new cars. The Dauphine’s once-strong sales quickly evaporated, and tens of thousands of them sat idle across the country.
The sudden loss of income caused a significant blow to Renault, which struggled to recover from the setback. Fortunately, the company managed to regain its footing with the launch of the immensely successful Renault 4 in 1961. However, despite its success in other parts of the world, the company never imported the Renault 4 to the United States.
The Dauphine’s fate serves as a cautionary tale of the importance of quality control in the automotive industry. While initial sales may be strong, a lack of attention to detail can result in costly problems down the line, causing a significant blow to a company’s reputation and bottom line. Renault’s subsequent success with the Renault 4 demonstrates the importance of learning from past mistakes and taking the time to develop high-quality products that can withstand the demands of the market.
