Quickly fading away

It was almost like a pilgrimage. One of the first things I would do in my trips to Paris was go to Champs Elysees and visit the Renault, Peugeot, Citroen, Mercedes and Toyota showrooms. There I would buy miniatures, books, t-shirts, key holders, trinkets of all types (I love trinkets), articles of clothing and take pictures of concept cars as well as racing cars.

I saw very up close a number of Red Bull, Renault and Mercedes Formula 1 cars, Peugeot and Toyota prototypes, Citroen rally and touring cars. Took a number of pictures. Happy days.

First to go was the Mercedes showroom. Granted that everything was so bloody expensive there that it seemed they really did not want to sell anything. There was never a thought of displaying the DTM cars, but at least I saw the Mercedes F1 up close. A show car, I know, fake as fake news.

Then, Toyota pulled the plug, curiously, just before finally winning Le Mans after so many decades trying. In its place, a toy store.

2017 claimed the Citroen multi floor show room, exceptionally designed outside and inside. 2018 was the year of demise of the Peugeot store. Alone carrying the torch now is Renault, the only one that was properly commercially explored from the get go, equipped with a properly run cafe. How long it will last, I don’t know.

Car makers are run by boards, who make purely financial decisions. They are interested on profits, and marketing expenses have to be justified. Trinket buyers can go to hell. While it is true that four of these manufacturers run Formula E programs, a category still in dire need of public relations. which has a Paris round with promotional issues no less, just one of the bunch sees the benefit of continuing with a Champs Elysees presence. None have ever displayed the electric racer. No Formula E participant will admit this, but most racing buffs are not all that keen on the category. It does need promotion, big time, and Champs Elysees was the ideal place.

Mind you, there was not a single race car on display this November at the sole lasting prestige showroom: a somewhat uncharacteristic 30s Renault limousine graced the front of the store, a pretty 50s oldie van was placed on the inside, plus a cutaway and concept car. No race cars, fake or true, were on sight. Racing themes were still abundant in the shop, though.

Racing as a promotional tool or merchandising outlet is losing power with every passing second, I hate to admit. Racing magazines are disappearing, and only Auto Hebdo is doing a proper print job at this time. Websites fail to excite. Stores selling racing miniatures and books are few and far between, resisting against severe odds, and a lot have closed in the last 5 or 6 years.

Peugeot claims that a new prestige showroom will be built somewhere else. Given the FIAT and PSA merger under discussion, I find that implausible, for mergers always mean severe cost cutting. I would not be surprised if the announced Peugeot WEC challenger were cancelled, just like Citroen just cancelled its WRC presence. 

I do hope in my next trip to Paris the Renault store will still be there. Where else would I buy trinkets?

The now empty former Citroen showroom at Champs Elysees