Post by Admin on Jun 22, 2006 22:15:14 GMT
Half a century ago, Peugeot was already over 50 years old. This gives some idea of the depth of the roots of a marque and a company one of whose prime characteristics is quite obviously
longevity. The year of 1955 was profoundly marked by the launched of the 403, with the D4A utility vehicle being launched just a few months later. The 403 is an essential part of Peugeot’s history, giving a glimpse in the background of several of the strong points of the Société Anonyme des Automobiles Peugeot – SAAP: its capacity to produce new automobile products, development of the only assembly plant – the one at Sochaux-Montbéliard –, and finally calling into question an apparently untroubled future, but nevertheless always uncertain in the world of business.
The 403
It was on 20th April 1955, at the Palais de Chaillot, that Peugeot’s Sales Division presented the 403, some five years after design work started on it, and seven years after the unveiling of the 203 at the Salon de Paris. The Peugeot management launched the project for the new car in October 1950, with the brief to the La Garenne design office – the CERE or design, research and test centre, under the direction of engineers Dufresne and Dangauthier , to produce – the replacement for the 203 . In January 1951, the management added to its vision of the project: it was to be a car with more sales than the 203, in keeping with (the nation’s) purchasing power. Quite evidently, Peugeot was aiming at its existing customers, those already happy with the 203 but already dreaming of a slightly larger vehicles, capable of taking into account salary increases or growing families. In April 1951, the technical choices had been made, determined by the desire to above all improve on the existing model. The 203 engine was increased to 8 fiscal horsepower, by boring out to 80 mm. This engine, the design of which began in 1948, had been ready since 1952, and was already available for fitting to the 203 to increase sales if need be . For the gearbox, the idea of improving that of the 203 had already been accepted, but with the hypothesis of a variant with with an automatic shift on the first two gears . In the company which had implemented before the war the work of Gaston Fleischel and Jean Cotal, the idea of automatic transmission was already well and truly established . Peugeot’s policy was quite clear: the essential for the
future car is to change its bodywork which msut follow fashion, but retain as many things as possible from a mechanical point of view . This was the very model of the « American-style automobile », a product which used the same floor pan and running gear, and changed just the outer. But, it was on this point that Peugeot hesitated slightly.
The design person at Peugeot was Henri Thomas. A talented designer to whom Peugeot owed the astonishing Sochaux rocket appearing in 1934 on the 402, then the 203, highly influenced by the rounded lines of American cars so much in vogue on the Lincolns. But was it the idea of keeping to what already existed which bridled the inspiration of Henri Thomas at the beginning of the fifties? His designs far from enchanted the general management. The mock-ups of what at the time were known as the 303 were too modern, with no real personality since at the same time too close to the outlines of the Aronde, Vedette or Frégate. Nothing to persuade the deciders, who chose to go looking for new skills, in this case, those of a Turin body designer, Battista Farina, with whom a first contract was signed on 11th May 1951. On this date, two design mock-ups were ordered from him. His success was such that the Franco-Italian venture was extended by the signing of five additional contracts which led to the birth of the 403 in its final version, that unveiled in 1955 which, alone, represented and symbolised « the Peugeot of the glorious years », that is to say a medium-sized, solid and economical car.
The 403 staked its claim in the 1950’s market, punctuated by small, medium and big cars. The choice of the medium-sized car had not varied since the Pons Plan of 1945 . Peugeot refused to build a people’s car: not only did its industrial tool not permit it, but turnover and unit profitability were too scant. At the other end of the scale, top-of-the range cars had no place in France due to their low sales volumes. But above all, in 1955 Peugeot had conquered the emerging middle classes, this bourgeoisie which was already ready to make its next
purchase and which saw the Peugeot as a status symbol. The 403 was therefore in keeping with a policy of customer loyalty, but also won back the fringe of purchasers who swore by their 1930’s 402. A second major factor, the sturdiness which is today called quality. This was one of the marque’s essential values as the engineers strived to design a simple and therefore easy to assemble car, and moreover benefiting from the mechanical experience with the 203. The 403 would be a no problem car, that is to say, a quality car whose
bonnet is rarely opened. As proof, warranty claims were derisory: 390 francs per car as against 7 500 francs for an Aronde. Finally, the third factor, profitability. The 403 gave the constructor a margin of between 2 and 16% depending on the models, with special versions generating much more profit than the utility derivatives. But savings were also there for the customer who saw running costs a derisory 16.20 francs per kilometre against 23 for a Traction, 34 for a Frégate! Added to this, the low trade-in depreciation which meant that the 403 kept its re-sale value, and therefore meant there was less cash to fork out for the next order.
The 403 was an enormous success. Much more than salesmen had imagined. In 1955, order books were so full that there was at least a one year waiting list for the cars. Scenes unheard of today, with customers picking up their new 403 and signing the order form for the next one at the same time! The 403 was to enjoy a long career, facilitated by a « production life » marked by the addition of the free-wheeling fan, the Jaeger automatic clutch and the TMD Diesel engine. The only design which came to nothing, was the hydraulic and air suspension the first work on which was begun by the engineer De Sèze in December 1954, although the patents were applied for in April 1956. In reality, development was much longer than planned, the CERE engineers chose to use the « hydraulic system » on the next car. But the 403 sold like hot cakes. In 1955, its second-hand value was higher than its selling price. Peugeot had no other solution than to speed up the industrial potential of its Sochaux plant.
The modernisation of the Sochaux plant
Production. It looked as though we had gone back to the post-war period lean years. There was no lack of steel and rubber, but of 403s. The Sochaux plant was running at full capacity, delivery times were increasing with the dealerships talking of a two-year waiting list. The co-existence of the 203 and 403, on the same assembly lines, did nothing to help: premises needed to be extended, tools developed and labour found. The physical expansion of Sochaux began in 1950, with the design of the 403. The total surface area of the plants increased from 290 000 m2 to 380 000 m2 between 1950 and 1955. The north wing of the site was now acquired, particularly with the purchase of the Ienné property, the last green zone slotted between the Stamping and Engineering shops. In terms of machines and equipment, for the 403, Sochaux bought its first transfer machines. They came straight from Renault, from the Pierre Bézier tooling department, one of the era’s greatest engineers. The engines and gearboxes which Peugeot intended to obtain maximum commonality to the 203 and 403 would now be machined in record time. With the modernisation of the Forges, Foundries and especially the Body shop, progress was spectacular as in 1955 plant output increased from 490 to 580 cars a day. Sochaux had never produced so many. In terms of hourly output, capacity continued to increase: 29 vehicles an hour in 1950, 40 in 1953, 54 in 1955 and the objective of 80 in 1959! In short, Peugeot succeeded in producing 124 740 vehicles in 1955 as against 105 011 the previous year, or an increase of almost 19%… and with a target of 200 000 vehicles for the end of the decade.
continued next issue...
text: Jean-Louis Loubet,
Professeur des Universités
translated by Christine Schainquelin
Traduction Interpretariate Technique
with thanks to Sylvie De Carvalho and Jean Paul Hazard of L'adventure Peugeot
tbc
longevity. The year of 1955 was profoundly marked by the launched of the 403, with the D4A utility vehicle being launched just a few months later. The 403 is an essential part of Peugeot’s history, giving a glimpse in the background of several of the strong points of the Société Anonyme des Automobiles Peugeot – SAAP: its capacity to produce new automobile products, development of the only assembly plant – the one at Sochaux-Montbéliard –, and finally calling into question an apparently untroubled future, but nevertheless always uncertain in the world of business.
The 403
It was on 20th April 1955, at the Palais de Chaillot, that Peugeot’s Sales Division presented the 403, some five years after design work started on it, and seven years after the unveiling of the 203 at the Salon de Paris. The Peugeot management launched the project for the new car in October 1950, with the brief to the La Garenne design office – the CERE or design, research and test centre, under the direction of engineers Dufresne and Dangauthier , to produce – the replacement for the 203 . In January 1951, the management added to its vision of the project: it was to be a car with more sales than the 203, in keeping with (the nation’s) purchasing power. Quite evidently, Peugeot was aiming at its existing customers, those already happy with the 203 but already dreaming of a slightly larger vehicles, capable of taking into account salary increases or growing families. In April 1951, the technical choices had been made, determined by the desire to above all improve on the existing model. The 203 engine was increased to 8 fiscal horsepower, by boring out to 80 mm. This engine, the design of which began in 1948, had been ready since 1952, and was already available for fitting to the 203 to increase sales if need be . For the gearbox, the idea of improving that of the 203 had already been accepted, but with the hypothesis of a variant with with an automatic shift on the first two gears . In the company which had implemented before the war the work of Gaston Fleischel and Jean Cotal, the idea of automatic transmission was already well and truly established . Peugeot’s policy was quite clear: the essential for the
future car is to change its bodywork which msut follow fashion, but retain as many things as possible from a mechanical point of view . This was the very model of the « American-style automobile », a product which used the same floor pan and running gear, and changed just the outer. But, it was on this point that Peugeot hesitated slightly.
The design person at Peugeot was Henri Thomas. A talented designer to whom Peugeot owed the astonishing Sochaux rocket appearing in 1934 on the 402, then the 203, highly influenced by the rounded lines of American cars so much in vogue on the Lincolns. But was it the idea of keeping to what already existed which bridled the inspiration of Henri Thomas at the beginning of the fifties? His designs far from enchanted the general management. The mock-ups of what at the time were known as the 303 were too modern, with no real personality since at the same time too close to the outlines of the Aronde, Vedette or Frégate. Nothing to persuade the deciders, who chose to go looking for new skills, in this case, those of a Turin body designer, Battista Farina, with whom a first contract was signed on 11th May 1951. On this date, two design mock-ups were ordered from him. His success was such that the Franco-Italian venture was extended by the signing of five additional contracts which led to the birth of the 403 in its final version, that unveiled in 1955 which, alone, represented and symbolised « the Peugeot of the glorious years », that is to say a medium-sized, solid and economical car.
The 403 staked its claim in the 1950’s market, punctuated by small, medium and big cars. The choice of the medium-sized car had not varied since the Pons Plan of 1945 . Peugeot refused to build a people’s car: not only did its industrial tool not permit it, but turnover and unit profitability were too scant. At the other end of the scale, top-of-the range cars had no place in France due to their low sales volumes. But above all, in 1955 Peugeot had conquered the emerging middle classes, this bourgeoisie which was already ready to make its next
purchase and which saw the Peugeot as a status symbol. The 403 was therefore in keeping with a policy of customer loyalty, but also won back the fringe of purchasers who swore by their 1930’s 402. A second major factor, the sturdiness which is today called quality. This was one of the marque’s essential values as the engineers strived to design a simple and therefore easy to assemble car, and moreover benefiting from the mechanical experience with the 203. The 403 would be a no problem car, that is to say, a quality car whose
bonnet is rarely opened. As proof, warranty claims were derisory: 390 francs per car as against 7 500 francs for an Aronde. Finally, the third factor, profitability. The 403 gave the constructor a margin of between 2 and 16% depending on the models, with special versions generating much more profit than the utility derivatives. But savings were also there for the customer who saw running costs a derisory 16.20 francs per kilometre against 23 for a Traction, 34 for a Frégate! Added to this, the low trade-in depreciation which meant that the 403 kept its re-sale value, and therefore meant there was less cash to fork out for the next order.
The 403 was an enormous success. Much more than salesmen had imagined. In 1955, order books were so full that there was at least a one year waiting list for the cars. Scenes unheard of today, with customers picking up their new 403 and signing the order form for the next one at the same time! The 403 was to enjoy a long career, facilitated by a « production life » marked by the addition of the free-wheeling fan, the Jaeger automatic clutch and the TMD Diesel engine. The only design which came to nothing, was the hydraulic and air suspension the first work on which was begun by the engineer De Sèze in December 1954, although the patents were applied for in April 1956. In reality, development was much longer than planned, the CERE engineers chose to use the « hydraulic system » on the next car. But the 403 sold like hot cakes. In 1955, its second-hand value was higher than its selling price. Peugeot had no other solution than to speed up the industrial potential of its Sochaux plant.
The modernisation of the Sochaux plant
Production. It looked as though we had gone back to the post-war period lean years. There was no lack of steel and rubber, but of 403s. The Sochaux plant was running at full capacity, delivery times were increasing with the dealerships talking of a two-year waiting list. The co-existence of the 203 and 403, on the same assembly lines, did nothing to help: premises needed to be extended, tools developed and labour found. The physical expansion of Sochaux began in 1950, with the design of the 403. The total surface area of the plants increased from 290 000 m2 to 380 000 m2 between 1950 and 1955. The north wing of the site was now acquired, particularly with the purchase of the Ienné property, the last green zone slotted between the Stamping and Engineering shops. In terms of machines and equipment, for the 403, Sochaux bought its first transfer machines. They came straight from Renault, from the Pierre Bézier tooling department, one of the era’s greatest engineers. The engines and gearboxes which Peugeot intended to obtain maximum commonality to the 203 and 403 would now be machined in record time. With the modernisation of the Forges, Foundries and especially the Body shop, progress was spectacular as in 1955 plant output increased from 490 to 580 cars a day. Sochaux had never produced so many. In terms of hourly output, capacity continued to increase: 29 vehicles an hour in 1950, 40 in 1953, 54 in 1955 and the objective of 80 in 1959! In short, Peugeot succeeded in producing 124 740 vehicles in 1955 as against 105 011 the previous year, or an increase of almost 19%… and with a target of 200 000 vehicles for the end of the decade.
continued next issue...
text: Jean-Louis Loubet,
Professeur des Universités
translated by Christine Schainquelin
Traduction Interpretariate Technique
with thanks to Sylvie De Carvalho and Jean Paul Hazard of L'adventure Peugeot
tbc
