The Book of the Week is “Louis Renault, A Biography” by Anthony Rhodes, published in 1969.
Renault, an automobile entrepreneur, was born in February 1877. When he began his career, there were only two classes of any real importance in France– the aristocracy and the bourgeoisie. Renault sold vehicles initially for commercial purposes like taxis, public buses and milk delivery trucks.
By 1905, there were 22 intensely competing European automakers. The year 1908 saw six-cylinder engines made by eight French, ten American, three Belgian and one German manufacturer. In 1909, Renault sold his cars in New York. The goal was to sell 1,200 to 1,500 of them.
In the 1920’s, Citroen, Renault’s chief rival, employed many women in his factories. He conducted an ongoing direct-marketing campaign, mailing letters to potential first-time and new car buyers who had visited the local showroom and expressed interest in a purchase. He also made toy models of his cars for kids. Renault and Citroen competed in starting bus lines between cities in France. Citroen was taken over by Michelin after going bankrupt in 1935.
Read the book to learn of Renault’s accumulation of wealth, his company’s corporate culture and labor troubles, what transpired among automakers during the World Wars and through the decades, and how history dealt Renault a serious blow toward the end of his life.