Norev

Norev is a French manufacturer of die-cast scale model cars. Traditionally based in Villeurbanne, a suburb of Lyon. It has normally produced modern and vintage European vehicles, especially those of French origin – though Italian, German, British, and American vehicles were also produced. Norev's closest competition was Solido, but that company had more pan-European influence, while Norev was more national in orientation.

History

According to the official website, Norev was founded by the Véron brothers, in the suburb of Villeurbanne, near Lyon, in 1946. Norev is the family name spelled backwards. In 1953, after the first plastics toy fair in Oyonnax, Joseph Véron started using the new plastic 'Rhodialite' for a series of toys. The company's first product was a small tin service garage with several plastic cars in about 1/87 scale. Other products at the company's start were toy watches, miniature sewing machines, a doll's feeding set and other plastic toys for infants.

Also in 1953, was the watershed of the first Norev vehicles to appear. These were in 1:43 scale and manufactured in plastic. The plastic series consisted of 12 vehicles up through 1956, but then expanded rapidly to more than 96 models in 1964. Force's book shows that throughout the whole run of all Norev vehicles, without regard to scale or type, models were sequentially numbered from the first car as no. 1 in plastic (a Simca Aronde – 1953–1956) through no. 899 in zamac (a VW Golf Rally – 1984–1988) and beyond.

The early models had colorful unpainted bodies which was a main selling point. While earlier models tended to feature semi-realistic colors similar to what contemporary car manufacturers were offering, later models tended to stray away from realism and offered vibrant, less realistic colors, such as bright orange or lime green.

Model details

Norev plastic models were known for their bright body colors and their red (sometimes black) plastic hubs with white tires. Some of the attention to detail is notable, such as with the Citroën DS sedan. For instance, on the real car, the roof section is a separate plastic piece. The Norev toy also made the roof a separate plastic section, allowing for a greater variety of color combinations. In addition to this, Norev released all 3 versions of the DS19: the initial version launched in 1956, the first facelift with metal hood vents to aid cooling, released in 1961, and the second facelift in 1963, where the hood vents were replaced with holes under the headlights. Unfortunately, the Rhodialite plastic used in the models was prone to fading and warping after excessive exposure to sunlight. By the mid-1970s, Norev did rectify this via the usage of a lighter plastic with a more matte finish,

Most early models were available in both free-wheeling and friction motor versions, though the motorised models were discontinued by the early 1960s. Early bases were unpainted and made of metal, but from 1956 onwards, models started being equipped with black plastic ones. Detail and proportion were very good and though the early models lacked windows (the Citroën DS was the first model to sport them), they were very successful and cheaper than the diecast metal competition.[1]

Most models did not have many accessories, unlike the competitors Minialuxe, but a few items like roof skis did occasionally appear, like on the Panhard Dyna. After about 1960, opening features began to appear on some – like the opening doors on the Renault 4 van or the Land Rover Expedition, which also featured a spare tire and roof luggage / equipment rack. By the end of the 1960s, models would feature multiple different opening parts. In the case of the Peugeot 504, released in 1969, the model featured 4 opening doors, as well as an opening hood and trunk. Also, different companies would often be advertised on the sides of the model trucks and vans, like Locatel telephone, Cibie lights, or Fleury Michon, a provider of meat products. The most common models for these promotional models were the Citroën 2CV Van and Type H, Renault Estafette and 4 Van, and the Peugeot J7.

Through the 1950s the red hubs were replaced with more detailed chrome ones and tires gradually became black (though some white tires were used until the late 1950s) and windows were added. In 1957, a 1:87 scale '500 / Micro-Norev' series appeared, mostly consisting of the same models that appeared in the 1:43 scale line. Still, some unique models, not issued in the 1:43 scale series, did appear, mainly the Renault Caravelle and the Peugeot 403 pick-up.

In 1961, Émile Véron of the Véron family started Majorette, a separate company, also in the Lyon area. This new smaller line of cars would be competition for Matchbox and Siku Toys.

History

Model details

Going Diecast

Packaging and Marketing

LudOrev, France and China

Company Directions

Motorsport Sponsorship

Bibliography

External links

References

founded	1946
founder	Véron brothers
hq location city	Villeurbanne
hq location country	France
products	Die-cast scale model cars
website	norev.com