Eagle Medallion
Encyclopedia
The Eagle Medallion was a rebadged and re-engineered North American version of the French Renault 21
. While the cars were built on the same platform
, the French market 21 and the American market Medallion differed in features, powertrain availability, frontal styling, and trims. Just as the car was introduced in North America, Renault sold its American business to Chrysler
.
and became a captive import
for its corporate partner, American Motors
(AMC), at the beginning of the 1987 model year. Originally conceived to replace the slow-selling Renault 18i/Sportwagon
and the venerable, but canceled AMC Concord
in AMC/Renault showrooms, the Medallion was badged as a Renault and briefly remained that way until Chrysler bought out American Motors in August 1987. It then became a captive import for Chrysler and was sold as the "Eagle Medallion" through the newly formed Jeep-Eagle
division.
engine that was borrowed from the European Renault 25
. It was mounted in a longitudinal
(front-back) configuration, driving the front wheels through either a 5-speed manual transmission
or a 3-speed computer-controlled automatic
. The longitudinal engine placement is unusual for a front-wheel drive
car, as the transverse engine
layout is more space-efficient.
The reason for this layout was to help reduce torque steering
, which is a challenge in transverse transmission design. The gearbox is centrally mounted resulting in equal-length axle shafts. In Europe, Renault 21 models with small and less powerful engine displacements below had transverse engines, just like smaller models such as the Renault 9. On the other hand, high-end models with engines of 2 L or more retained the longitudinal layout of the previous Renault 20 and 30 series. The same layout was used for the Renault 25
, whose engines all had displacements in excess of 2 L.
When the original European Renault 21 models were shown for 1986, they featured a different design compared to contemporary cars of the era and the new French automobiles most closely resembled the Audi 100
versions that were introduced in 1983. The interior of the Medallion was spacious compared to similar cars in the compact segment. The sedan was also notable for its rather commodious trunk
. The station wagon was unique in that it offered a longer wheelbase
than the sedan, and featured a front-facing third-row seat, such as in the Oldsmobile Vista Cruiser
and Ford Freestyle. Base models came in DL trim, while customers could choose up-level LX models, with more standard features, in both body styles, for the duration of the Medallion's run.
Starting in model year 1988, the Medallion was sold under the then-new Eagle
brand with "by the mere substitution of a new (and rather handsome) badge." However, they sold no better in part because they were considered conventional automobiles for Renaults, but still too "quirky" for most U.S. customers. Their workmanship was also wanting. Chrysler decided to cease importing this model from Renault at the end of the 1989 model year.
Robert Lutz, the head of the Chrysler Corporation at the time, said in his 2003 book "Guts
" that the Medallion, and its larger line mate, the Premier
were "salesproof" in that no matter how attractive and competitive the cars were, customers in large enough number to ensure success just wouldn't take notice. In reality, the corporation was drawing a tighter bead on "import intenders," and rather than working with an independent Renault, Chrysler shifted the Eagle models to badge engineered
cars sourced from its Japanese partner since 1971, Mitsubishi Motors
. At the time, Chrysler was investing in the Diamond-Star Motors
manufacturing joint venture and building a new plant in Normal, Illinois
, with an annual capacity of almost a quarter million vehicles.
The smaller Eagle Summit from Mitsubishi was a stop-gap model intended to give Alliance
and Encore owners somewhere to go for a few years, but with the Medallion they were stuck with for a couple of years due to legal issues with Renault.
The imported Medallion also competed with Chrysler's domestic Dodge, Plymouth, and Chrysler models; which may have contributed to a lack of enthusiasm within the company for marketing the Medallion - and the Premier - properly.
Renault 21
The Renault 21 is a large family car produced by French automaker Renault between 1986 and 1994. It was also sold in North America through American Motors dealers as the Renault Medallion and the Eagle Medallion...
. While the cars were built on the same platform
Automobile platform
An automobile platform is a shared set of common design, engineering, and production efforts, as well as major components over a number of outwardly distinct models and even types of automobiles, often from different, but related marques...
, the French market 21 and the American market Medallion differed in features, powertrain availability, frontal styling, and trims. Just as the car was introduced in North America, Renault sold its American business to Chrysler
Chrysler
Chrysler Group LLC is a multinational automaker headquartered in Auburn Hills, Michigan, USA. Chrysler was first organized as the Chrysler Corporation in 1925....
.
Origin
The Medallion was developed by RenaultRenault
Renault S.A. is a French automaker producing cars, vans, and in the past, autorail vehicles, trucks, tractors, vans and also buses/coaches. Its alliance with Nissan makes it the world's third largest automaker...
and became a captive import
Captive import
Captive import is a marketing term and a strategy for an automobile part or entire vehicle that is foreign-built and sold under the name of an importer or by a domestic automaker through its own dealer distribution system....
for its corporate partner, American Motors
American Motors
American Motors Corporation was an American automobile company formed by the 1954 merger of Nash-Kelvinator Corporation and Hudson Motor Car Company. At the time, it was the largest corporate merger in U.S. history.George W...
(AMC), at the beginning of the 1987 model year. Originally conceived to replace the slow-selling Renault 18i/Sportwagon
Renault 18
The Renault 18 is a large family car produced by French manufacturer Renault between 1978 and 1993 .-Development:...
and the venerable, but canceled AMC Concord
AMC Concord
The AMC Concord is a compact car produced by the American Motors Corporation for the 1978 through 1983 model years. The Concord replaced the AMC Hornet and to some extent the mid-size AMC Matador, discontinued after 1978 in a market moving to downsized automobiles...
in AMC/Renault showrooms, the Medallion was badged as a Renault and briefly remained that way until Chrysler bought out American Motors in August 1987. It then became a captive import for Chrysler and was sold as the "Eagle Medallion" through the newly formed Jeep-Eagle
Jeep-Eagle
Jeep-Eagle was the name of the automobile sales division created by the Chrysler after the US$2 billion takeover of American Motors in 1987...
division.
Design
The Medallion used a 2.2 L I4Straight-4
The inline-four engine or straight-four engine is an internal combustion engine with all four cylinders mounted in a straight line, or plane along the crankcase. The single bank of cylinders may be oriented in either a vertical or an inclined plane with all the pistons driving a common crankshaft....
engine that was borrowed from the European Renault 25
Renault 25
The Renault 25 is an executive car produced by the French automaker Renault from 1983 to 1992. During its time, the 25 was Renault's flagship, the most expensive, prestigious, and largest vehicle in the company's line-up. It placed second in the 1985 European Car of the Year contest...
. It was mounted in a longitudinal
Longitudinal engine
In automotive engineering, a longitudinal engine is an internal combustion engine in which the crankshaft is oriented along the long axis of the vehicle, front to back....
(front-back) configuration, driving the front wheels through either a 5-speed manual transmission
Manual transmission
A manual transmission, also known as a manual gearbox or standard transmission is a type of transmission used in motor vehicle applications...
or a 3-speed computer-controlled automatic
Automatic transmission
An automatic transmission is one type of motor vehicle transmission that can automatically change gear ratios as the vehicle moves, freeing the driver from having to shift gears manually...
. The longitudinal engine placement is unusual for a front-wheel drive
Front-wheel drive
Front-wheel drive is a form of engine/transmission layout used in motor vehicles, where the engine drives the front wheels only. Most modern front-wheel drive vehicles feature a transverse engine, rather than the conventional longitudinal engine arrangement generally found in rear-wheel drive and...
car, as the transverse engine
Transverse engine
A transverse engine is an engine mounted in a vehicle so that the engine's crankshaft axis is perpendicular to the long axis of the vehicle. Many modern front wheel drive vehicles use this engine mounting configuration...
layout is more space-efficient.
The reason for this layout was to help reduce torque steering
Torque steering
Torque steering is the influence of engine torque on the steering for some front-wheel drive vehicles. For example, during heavy acceleration the steering may pull to one side, which may be disturbing to the driver. The effect is manifested either as a tugging sensation in the steering wheel, or a...
, which is a challenge in transverse transmission design. The gearbox is centrally mounted resulting in equal-length axle shafts. In Europe, Renault 21 models with small and less powerful engine displacements below had transverse engines, just like smaller models such as the Renault 9. On the other hand, high-end models with engines of 2 L or more retained the longitudinal layout of the previous Renault 20 and 30 series. The same layout was used for the Renault 25
Renault 25
The Renault 25 is an executive car produced by the French automaker Renault from 1983 to 1992. During its time, the 25 was Renault's flagship, the most expensive, prestigious, and largest vehicle in the company's line-up. It placed second in the 1985 European Car of the Year contest...
, whose engines all had displacements in excess of 2 L.
When the original European Renault 21 models were shown for 1986, they featured a different design compared to contemporary cars of the era and the new French automobiles most closely resembled the Audi 100
Audi 100
The restyled C2 Audi 100 was launched in 1976, with an in-line five-cylinder engine...
versions that were introduced in 1983. The interior of the Medallion was spacious compared to similar cars in the compact segment. The sedan was also notable for its rather commodious trunk
Trunk (automobile)
The trunk or boot of an automobile or car is the vehicle's main storage, luggage, or cargo compartment. Trunk is used in North American English and Jamaican English; boot is used elsewhere in the English speaking world. Trunk is also primarily used in many non-English speaking regions, such as...
. The station wagon was unique in that it offered a longer wheelbase
Wheelbase
In both road and rail vehicles, the wheelbase is the distance between the centers of the front and rear wheels.- Road :In automobiles, the wheelbase is the horizontal distance between the center of the front wheel and the center of the rear wheel...
than the sedan, and featured a front-facing third-row seat, such as in the Oldsmobile Vista Cruiser
Oldsmobile Vista Cruiser
The Vista Cruiser is a station wagon built by the Oldsmobile Division of General Motors from 1964 to 1977. It was based on the Oldsmobile Cutlass/F-85 model but prior to the 1973 model year it utilized a wheelbase which was longer than that of the Cutlass/F-85 sedan.Unlike most station wagons, it...
and Ford Freestyle. Base models came in DL trim, while customers could choose up-level LX models, with more standard features, in both body styles, for the duration of the Medallion's run.
Starting in model year 1988, the Medallion was sold under the then-new Eagle
Eagle (automobile)
Eagle was a marque of the Chrysler Corporation following the purchase of American Motors Corporation and aimed at the enthusiast driver.Though short-lived, the Eagle Vision sedan sold in respectable numbers, while the sporty Eagle Talon sold more than 115,000 units.-Overview:Following the...
brand with "by the mere substitution of a new (and rather handsome) badge." However, they sold no better in part because they were considered conventional automobiles for Renaults, but still too "quirky" for most U.S. customers. Their workmanship was also wanting. Chrysler decided to cease importing this model from Renault at the end of the 1989 model year.
Sales
While reviews were initially favorable, the Medallion had a poor launch into the North American market because of AMC's limited marketing resources and persistent industry rumors of problems and Chrysler's takeover of the company, which overshadowed the Medallion's introduction. Therefore, the car never sold well, although it was a solid entry in a highly competitive market segment.Robert Lutz, the head of the Chrysler Corporation at the time, said in his 2003 book "Guts
Guts (book)
Guts:8 Laws of Business from One of the Most Innovative Business Leaders of Our Time is a 2003 management book by Robert A. Lutz, former president of Chrysler....
" that the Medallion, and its larger line mate, the Premier
Eagle Premier
The Eagle Premier was a full-size automobile developed by the American Motors Corporation and Renault partnership, inherited by Chrysler Corporation when it acquired AMC in 1987, and marketed from 1987 through 1992...
were "salesproof" in that no matter how attractive and competitive the cars were, customers in large enough number to ensure success just wouldn't take notice. In reality, the corporation was drawing a tighter bead on "import intenders," and rather than working with an independent Renault, Chrysler shifted the Eagle models to badge engineered
Badge engineering
Badge engineering is an ironic term that describes the rebadging of one product as another...
cars sourced from its Japanese partner since 1971, Mitsubishi Motors
Mitsubishi Motors
is a multinational automaker headquartered in Minato, Tokyo. In 2009 it was the fifth-largest Japan-based automaker and the 17th-largest in the world measured by production...
. At the time, Chrysler was investing in the Diamond-Star Motors
Diamond-Star Motors
Diamond-Star Motors was an automobile-manufacturing joint venture between the Chrysler Corporation and Mitsubishi Motors Corporation . The name came from the parent companies' respective logos: three diamonds and a pentastar...
manufacturing joint venture and building a new plant in Normal, Illinois
Normal, Illinois
Normal is an incorporated town in McLean County, Illinois, United States. It had a population of 52,497 as of the 2010 census. Normal is the smaller of two principal municipalities of the Bloomington-Normal metropolitan area...
, with an annual capacity of almost a quarter million vehicles.
The smaller Eagle Summit from Mitsubishi was a stop-gap model intended to give Alliance
Renault Alliance
The Renault Alliance is a subcompact automobile manufactured and marketed in North America by American Motors Corporation , with 623,573 examples manufactured for model years 1983-1987, and with a three and five-door hatchback variant, the Renault Encore marketed beginning in 1984.The two models...
and Encore owners somewhere to go for a few years, but with the Medallion they were stuck with for a couple of years due to legal issues with Renault.
The imported Medallion also competed with Chrysler's domestic Dodge, Plymouth, and Chrysler models; which may have contributed to a lack of enthusiasm within the company for marketing the Medallion - and the Premier - properly.