In 1976 Normandy Ferries expanded from their original operations in the western Channel based at Southampton and opened a new service between Dover and Boulogne – the latter approximately 90km from Normandy itself. The operator, established in 1967, had been a joint venture between the British P&O and French SAGA, SAGA having been a storied cross-channel operator in their own right in the inter-war period.
The Boulogne service used the Lion, late of P&O’s Ardrossan-Larne service (formerly Burns & Laird) and was something of a gamble. P&O’s presence at Dover was not welcomed by the establishment operators, and memoranda from meetings of the cartel that fixed rates and operations around this time express the view that Normandy Ferries were a “black leg” (sic) who would not be invited to “join the club” (P&O subsequently attended various meetings but were always resented by Sealink and Townsend Thoresen for adding further capacity to a market which already had too much and for driving down fares so that everyone struggled to make money).
This brochure shows the Normandy Ferries operation just after the commencement of the Boulogne service and before the second vessel, the nf Tiger, was brought into operation in 1978.
The Dover-Boulogne service expanded to three ships in 1980 and, after SAGA’s exit, operated under the P&O Ferries name. Both routes were acquired by Townsend Thoresen in late 1984 and the five ships fairly quickly withdrawn from Channel service.