A new era

In France, with the new trend to blend French and English words together, these 10 years became known as the Roaring Sixties. Between 1960 and 1970, the France of De Gaulle, Bardot and Tabarly sees a literal “water rush”. At the start of the decade, the majority of the recreational boat yards in France are still small-scale operations. By the end of this period, it will be home to a growing number of new brands and yards. Soon, people will start to say: “I have a Dufour, I have a Mallard, I have a Jeanneau”. 10 years earlier, these names were still unknown, the Arpège, Ecume de Mer and other Sangrias did not exist, their production lines were not even on the horizon.

On the facade of its Bordeaux plant, where it produces the 420 series, with 35,000 units in 1970, the dinghy builder Lanaverre proudly displays the slogan: “France’s number one for recreational boats”. In Vendée, a former fishing boat builder converted into sport fishing prefers discretion. And yet, its market share is… 80%! Its name is Bénéteau. The vitality of the new economic sector, known as recreational boating, really is incredible. Better than winter sports, it could illustrate France’s arrival in the era of the leisure and consumer economy.

Some believe that between 1945 and 1975, the Glorious Thirty changed France more deeply than the previous three centuries. Let’s leave this to the historians. But what is certain is that the real “glorious” post-war period in France was the 1960s. A decade when people dare to embrace a vision that is very big, very far, very short or very different. In May 1960, Yvonne de Gaulle, the General’s wife, christens the liner France during its launch in Saint Nazaire. As a sign that France is reconciling with the sea. In 1965, Courrèges daringly creates the miniskirt, which spreads around the planet. In 1968, the country embraces a sense of freedom, like an unarmed revolution.

On January 1, 1960, the “new franc” (worth 100 old francs) kicks off the changes… It symbolizes confidence, growth and the future. Growth? It will be close to 6% throughout the decade. The word unemployment virtually disappears from everyday language. In 1967, alerted by the increase in the unemployment rate to… 1.8%, the government creates a national employment agency (ANE). Inflation may well see a few surges, but a young Finance Minister called Valéry Giscard d’Estaing is never short of ideas about how to put in place his plans for stabilization. On average, purchasing power sees a spectacular leap forward. In 1960, the minimum wage is 1.638 new francs per hour or 284 francs per month. The Grenelle Agreements, following the events of May 1968, boost it to a monthly total of 520 francs. Régie Renault introduces a fourth week of paid leave in 1962. This will become standard practice in 1968. In 1953, France is home to three million individual cars. By 1972, this figure will climb to 16 million. Over the same period, industrial output levels increase fourfold and the urban population doubles in size. 

The new generation of baby boomers suddenly starts to challenge and question their parents’ “consumer society”. But, against all expectations following the general strike, the feverish period of May 1968 gives the economy a major boost. And the young people’s revolt is also reflected in the “unbounded joy” (making the most of life) and in the “it is forbidden to forbid” that can be seen on the capital’s walls.

At the height of the dinghy boom, the Tabarly phenomenon suddenly emerges. The young navy officer dominates the headlines from 1964 to 1969. Five years of incredible glory, from his victory in the English solo transatlantic race to winning the Trans-Pacific event, as well as his unprecedented success in multiple events in 1967. For the first time in France’s history, an offshore racer – at the end of the day a recreational boater – makes the front page of Paris-Match and the TV news headlines. The hero receives the Légion d’honneur from the hands of General de Gaulle at the Salon de la navigation de plaisance in 1965. 

So, how can it be a surprise, after this, to see the French boat industry aspire to be a global player for boats by the end of the decade? The adventures of Baron Marcel Bich, the ballpoint pen emperor, in the historic America’s Cup are far more than just symbolic. 

They illustrate a radical transition to a new era for the French boating sector. However, it will be surprising to discover that the figures for the new economic player are still hazier than a winter fog. Some figures estimate the total revenues for the entire recreational boating industry at 4.72 billion francs in 1960 (720 million euros) and 7.35 billion francs (1.12 billion euros) 10 years later. But these figures should be taken with a pinch of salt. Others, no doubt more realistic, refer instead to revenues of 1.5 billion francs in 1960 and 4.0 billion francs in 1970. In the meantime, boat building revenues are estimated to have increased from 800 million francs to 2.4 billion francs. Alongside this, services climbed from 700 million francs to 1.6 billion francs. The figures for the number of businesses seem even more far-fetched, up from 10,000 to 20,000, including 12,000 in recreational boat building alone! In total, the number of jobs across the sector is believed to have reached 50,000 by 1970…

In 1963, the merchant navy’s records show 56,000 recreational boats (sailing and motor – with 83% under 2 tons). In 1964, this was already up to 87,000, with 156,000 in 1967. For example, following Tabarly’s victory in the Single-Handed Trans-Atlantic Race in 1964, sailing cruisers saw their sales increase by 78%, then a further 25% the following year. Admittedly, the starting point was very low. The sector’s growth is driven primarily by sailing dinghies: – there are 180,000 of them in 1968, and the number of boats taking part in regattas climbs from 20,000 to 140,000 in 10 years – but this live-aboard boom leads to the realization that there is a real need to build marinas if we want to continue selling cruisers at this rate. 

The plan finds that the recreational boat fleet is seeing annual growth of 12% to 15% for live-aboards, so 20,000 new berths would need to be built within five years. The plan still comes in below the actual situation.

We are talking about a time that people under 20 might struggle to imagine. Private entrepreneurs do not hesitate for a moment to build marinas. This movement starts in the Mediterranean, east of the Rhône delta. Paul Ricard has bought Île des Embiez with a view to making this island a protected, but nevertheless accessible space. He creates the first real marina there. It is launched in 1963 after four years of work. In Cannes, the property developer Pierre Canto inaugurates the port that bears his name in 1965. 75% of its berths are leased (sold) for a limited time period. 

The movement is underway, and it will not stop. Hyères, Le Lavandou, Giens, Porquerolles, Antibes, Beaulieu, Saint-Raphaël, La Napoule and La Rague all set up marinas equipped with solid or floating pontoons. In three years, 10,000 spaces are created… In Port Grimaud, in the depths of the Gulf of Saint-Tropez, another property developer is carrying out a real estate operation at the same time as creating a marina around it. During this time, the mission to develop the Languedoc Roussillon coast, aiming to develop the miles of insalubrious coastal areas west of the Rhône and to retain the tourists attracted by Spain, creates seven resorts from 1966 with their marinas, which will represent a total of over 10,000 berths. In the Mediterranean alone, the plan’s objectives will be almost achieved. The Channel and the Atlantic will follow over the next decade, in the wake of Port Haliguen, on the Quiberon Peninsula, which opens the first Atlantic marina in 1968. Without a doubt, in terms of production – followed soon by exports – and employment, the French recreational boat sector contributes, on its level, to both regional and national growth. 

These extensive developments enable the general public to take on board the spectacular growth of boat building in France. Thanks to the new materials, plywood and polyester, as well as aluminum, new players and daring entrepreneurs, a new way of life and a new business are invented. They set up new companies that are constantly innovating, inventing a new industrial model, whose robust development stands out from those in neighboring European countries. They include Lanaverre, Morin, Amel, Édel, Leguen & Hémidy, Aubin, Bénéteau, Jeanneau, Mallard, Dufour, Kirié, Seb Marine and CNSO… And they flourish from Vendée to La Rochelle, Lyon and Cannes. Admittedly, Jouët, Arcoa and Rocca, which are already present on the market, also surf this powerful wave. But the new arrivals help drive the entire sector forward. All of these conquerors relegate the small-scale producers from the previous decade to being left with marginal positions, being forgotten, or even stopping trading. Around their business, building new models that will quickly form ranges with units from 6 to 12m long, they support the emergence of manufacturers of masts, sails, rigging and electronic equipment, as well as distributors, with exclusive or multi-brand agents that form a new business cluster. Powered by the rivalry between companies as well as the sports competitions, the French recreational boat sector gets ready to conquer the world.