The Contemporary Line
The contemporary line was started in 1954 with a few selections and it continued through the mid-1970s. It featured mainly French brands. Renaults seen were the Dauphine, Floride, 10, 16, Alpine A310, 5, 17, and an Estafette delivery van. Peugeots produced were the 203, 204, 403, 404, 504, and 604; Citroëns (11CV Traction Avant, Ami sedan and break, Dyane, Méhari, DS 19 and 21, SM, CX, and GS), Simcas (Aronde, Versailles, Marly Ambulance, Beaulieu, 1000, 1100, 1300, Océane, and Aronde Plein Ciel). For plastic, the selection and detail were impressive. Less well known French brands from the 1950s through the 1970s such as the Hotchkiss Grégoire, Panhards, and Matras were available and distinct from Norev – their main competition. Several models were offered in police livery, especially the Citroen 11CV fourgon (delivery van) which was available for several years in a variety of liveries.[3] As time passed, model details and proportions became increasingly more accurate. For example, the Jaguar XK-E was simply stunning and could compare well to any Corgi or Tekno version. The Hotchkiss (and other cars) were available with various trailers or features such as luggage, skis, or a canoe affixed to the roof. The Peugeot 604 came with four plastic bicycles, advertising the "Grand Prix de la Montagne" in Tour de France style. This was a major difference between Norev and Minialuxe; though Norevs were better detailed, Minialuxe had cars and train accessories without the trains! Available were stop lights, street lights, fire hydrants, gas pumps, signs, policemen directing traffic, garage lifts and other pieces.
Other non-French makes were a significant part of the line-up. A couple of Volvos, Porsche 911 Targa, Mercedes W196 Grand Prix car, Jaguar E-Type and D-type, a Ford GT Mark IV, a Fiat 124 and a Siata-Fiat were included. European Fords (Consul, Anglia and Taunus), a VW K70, a BMW 1500, and a Vespa 2CV rounded out the offerings. Formula 1 race cars such as a Matra MS80, Ferrari 312B, and a Gordini added extra sport to the line. Minialuxe also made a few motorcycles, a Paris bus, and a couple of trucks.
Multiple car gift sets were offered, for example, six Citroën Tractions Avant in six different colors in one box, or a BP station with pumps and repair jack. Many of these more contemporary Minialuxe models were part of sweepstakes offers or used as promotionals for different companies, another main difference from Norev. While Norev perfected its own clever marketing ploys, Minialuxe went more for different company promotions. For example, "Chèque Tintin" was a sweepstakes offer based on the comic strip The Adventures of Tintin (Les Aventures de Tintin) where one accumulated coupons or stamps out of magazines and other publications and turned them in for model cars. Another example was a Citroen DS19 sedan with "Vêtements Bayard" (Bayard Clothing) imprinted (partially melted into the plastic) on the roof. Other cars advertised Bresilia coffee or Delespaul chocolate.
