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Quatrelle, renoleta, mali div, četvorka, katrca…

May 28, 2021 EnaG
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Renault 4, poznat u francuskoj kao 4L (izgovarano “Quatrelle”) proizvodio se u periodu od 1961. do 1994. i bio je prvi Renault auto s prednjim pogonom. Do zatvaranja proizvodnje, iz tvornice je izašlo nešto više od 8 milijuna primjeraka. Četvorka je odgovor na Citoenov Spaček dizajniran 1930-ih, namijenjen stanovnicima ruralne francuske s nižim primanjima. Najbitnija je bila cijena, s obzirom na loše stanje cesta, brzina nije bila prioritet, već udobnost vožnje i praktičnost prijevoza raznolikog tereta u i na autu.

 

Krajem 50-ih francuski životni standard je porastao i ceste su se poboljšale. Početkom 1956. predsjednik Renaulta Pierre Dreyfus pokrenuo je novi projekt: dizajn modela koji će se nadmetati s Citroenom 2CV. Taj će auto postati automobil za sve ljude, sposoban zadovoljiti potrebe većine potrošača: obiteljski automobil, ženski automobil, automobil seljaka ili gradski automobil. U srpnju 1961. Renault je paralelno predstavio Renault 3 i Renault 4. Jedina razlika između modela bila je u snazi motora usmjerena na što učinkovitiji ulazak na tržište kojim je do tada dominirao Citroen.

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Godine 1963. Renault je potpisao partnerstvo s marketinškom agencijom Publicis za reklamne komunikacije. Iste godine zastupništvo na aveniji Champs-Elysees postaje “Pub Renault”, toplo i prijateljsko mjesto namijenjeno predstavljanju robne marke. U oglašavačke svrhe počinju se koristiti fotografije, a ne crteži kao do sada. Renault 4 je išao u korak sa svim promjenama: prva kampanja 1961. istaknula je njegovu ekonomičnost – malu potrošnju goriva, dok je verzija iz 1963. slavila ženstveniji duh verzije “Parisienne”. Desetljeće kasnije, Michel Fugain pjevao je: “Fais un tour en Renault 4, demande-lui beaucoup!” (“Vozite se u Renaultu 4 i očekujte da će pružiti maksimum!”). Osamdesetih je godina Renault 4 postao automobil za mlade, ali i za trgovačke centre, sa sloganom “Elle supermarche bien”, igrom riječi kombinirajući “bien marcheru” (da dobro funkcionira) i “supermarch.” (supermarket). Tako je Renaultovo oglašavanje 4L-a pratilo francusku javnost tijekom 30 godina društvenih promjena.

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