2023-07-01 11:05:09
Posted Jul 1, 2023, 11:05 AM
Arnaud Montebourg, who poses proudly on one of the Parisian magazine dressed in an Armor-Lux sailor top, a Moulinex mixer in hand, caused a stir in October 2012. The minister’s communication operation had helped to dust off the idea of ” Made in France “. The Elysée wants to continue building this positive narrative around products made in France with its Great Exhibition of Made in France . But are these promotional operations effective?
For a weekend, the Palais de l’Elysée will be transformed into a select boutique of goods made on French soil. Visitors welcomed free of charge will be able to admire 2 CVs from Bouches-du-Rhône, cutlery from Calvados, sardines from Finistère, sneakers from Ardèche or a drone designed in Charente-Maritime… Between nostalgia for a glorious industrial past and innovations, the presidential residence has selected 124 emblematic products.
“Of all sizes and from all sectors of the French economy, they illustrate the great wealth of French know-how,” boasts the Elysée. For this third edition, 2,452 files were submitted, “a number up sharply compared to the previous edition”, still indicates the presidential palace. In addition to the prestige for the participants of seeing their products exhibited at the Elysée, does the operation facilitate the reindustrialization of France?
The valorization of the French industrial heritage remains necessary, answers Olivier Lluansi, author of “The neo-industrialists” (edition Les Déviations). “The Made in France offer is too little known to French manufacturers who still have the reflex to turn to Asia to subcontract before seeing if they can do it in France”, he underlines.
Highlighting these entrepreneurs also contributes to building a positive narrative around these values, embodied by committed business leaders. “They deserve that we dwell on their destiny. They embody a certain exemplarity,” says Olivier Lluansi.
A still fragile reindustrialization
Beyond the symbols, there are signs that the reindustrialization of France is beginning. In 2022, 150 factory openings in the territory were announced against 70 closures, according to the latest score from Trendeo. Champions like Vektor, which chose Dunkirk to set up its low-carbon battery cell factory, or STMicroelectronics, which invested in Crolles, are also positive signs. To encourage the trend, the government is also planning a “green industry” bill to be presented to Parliament this summer.
But the movement is taking place bit by bit. The opening of 80 new factories with regard to the 3 million companies established in France remains anecdotal indeed. The share of industry in our economy is also one of the lowest in Europe. The movement is slowed down by the disappearance of certain ecosystems but also because companies have to reinvent their economic models.
Thus, in addition to expressions of interest, companies need concrete measures. “It’s good to help foreign investors and giga-factories, but there is a rebalancing to be done by further supporting the development of companies in the territories”, underlines Olivier Lluansi.
The State could also rethink the “label” made in France. Today, according to the customs code, a product can be stamped “made in France” if its last “significant manufacturing step is carried out in France”. But this definition remains vague and does not include any criterion either on the percentage of employment in France or of added value created on French soil.
“It seems essential to have a more explicit label on the content of jobs or added value in France,” says Olivier Lluansi. “There is still a long way to go to transform symbols into concrete economic actions,” says the specialist.
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