During the 1950s, Cunard was by far the dominant transatlantic liner company in the world and had no real rivals. No other company after WW2 possessed two ships large and fast enough to run a regular two-ship service across the North Atlantic. They had numerous other vessels such as the motor ships
Georgic and
Britannic on other North Atlantic routes as well as the second
Mauretania which acted as a reliable third ship to
Queen Mary and
Queen Elizabeth in case one of them needed extended maintenance. As far as punctuality went, the service Cunard provided was quite unparalleled in transatlantic history.
However if the British and Americans had to pick a second rival line next to Cunard, it would have to be the French Line. This was primarily due to
Normandie widely regarded as grandest ship ever built. If Cunard had regularity of service with two fast and large ships, the fastest ship and the largest ship, the Normandie was a close second in both of these respects but widely regarded as the greatest and most beautiful ship. In terms of service, the French Line matched Cunard in most respects and exceeded them in a few. The fare onboard was generally regarded as superior unless one detested French cuisine.
But without a running mate, the French Line's threat to Cunard was limited. To run a weekly schedule to New York, the French Line relied on two other slower ships: the aging and quite laughable
De Grasse (which carried a mere 39 1st class passengers to maximize space for the tourist class) and the sleek and ever-popular
Ile de France. This was mostly because the French Line had chosen to place all their new motor ships on Mediterranean routes. The situation was not improved until
Pasteur was rebuilt in 1959 for northern routes (where she served the Canada route for the warmer six months and the US during the other six). But this effectively meant surrendering supremacy in the North Atlantic to Cunard.
In terms of overall popularity (most of the passengers were Anglo-American), 1st class passengers were only about equally likely to choose between Cunard's Queens and the French Line's
Normandie and
Ile de France. But to Cunard's chagrin, the wealthiest clients often went with the French Line (if it fit their schedule and they could choose between the two) as they had superior suites for the top-end passengers. But since the French Line were famous for providing private washrooms for all its passengers in both first and tourist class, the French held an even greater advantage over the second class passenger market who often preferred to travel tourist on the French Line than Cunard's cabin second class. To remedy this, Cunard was forced to pay for extensive modification of cabin class staterooms in the mid 1950s to install washrooms in most of them. But this had the disadvantage of cutting their number: in the end
Queen Mary carried only 620 cabin class and
Queen Elizabeth 590.
However, the French were also famous for running exclusively two-class ships. Which meant that third class was where Cunard's dominance was most pronounced and evident. Nearly all tourist (3rd) class cabins on both Queens were booked for every single crossing regardless of the season as Cunard offered unbeatable prices for the lower-end market of passengers.
Apart from Cunard and the French, the third major player was the US Lines with the
Europa and
America, both excellent ships but
America was too slow to act as a running mate to
Europa. After
Washington resumed her civilian career in 1953, the Americans too possessed a three ship weekly service. But in the end, the Americans never quite managed to match the service of the French and British, which people put on Americans' nature of practicality. Holland America Lines was the fourth major liner company, but despite beautiful ships like
Nieuw Amsterdam and
Rotterdam, they only travelled at a service speed of 21 knots and neither could achieve a five day crossing.
In 1961, the French Line shook up the complacent transatlantic market with
Bretagne, a ship designed with the most modern technology and geared at dominating the tourist (2nd) class market. It succeeded in this respect. In all, the main advantage Cunard held over the French was punctuality due to their two ship service. Thus, it was no surprise to anyone except Cunard when a considerable number of their cabin (second) class passengers deserted them to travel on the French Line's
Bretagne and
Normandie. It was in all a total disaster for Cunard who were losing both first and cabin class passengers to the French Line at a critical time when jets were taking away more and more well-paying customers.
Plus with Cunard's Queens being relatively fuel inefficient (1000 tons/24 hours) next to Normandie (less than 900 tons) and certainly Bretagne (570 tons), the French Line had an inherent cost advantage. They chose to keep ticket prices for 1st and tourist class passengers linked to Cunard's Queens (1st and cabin (2nd) class). Cunard's response was offering free Turkish baths service for 1st class passengers. All 1st class passengers onboard Cunard's Queens from 1962 onwards had a once per journey access to a unique service that only Cunard provided. The French Line never had turkish baths on their ships. In addition cabin (2nd) class passengers were given a once per journey paid for visit to the hairdresser's and beauty parlour for men and women.
The French responded in 1963 with the same offer onboard
Normandie for both 1st and tourist class passengers but not
Bretagne as she was the more popular ship at the moment and
Bretagne did not have separate hair and beauty parlour facilities for 1st and tourist class. The expansion of free on-board services ultimately slowed down jet aircraft's takeover of well-paying passengers in the 1960s and benefited both Cunard and the French Line.
In the end, Cunard tried but quickly abandoned the free table wine policy of the French Line since it cut deeply into their alcohol profits. Thus, superior competition and jet planes taking away an increasing number of passengers forced Cunard to abandon the two-ship service in 1964 in order to save the company. This was done to preserve funds to build a replacement for both Cunard's Queens that could compete in the new jet age. Learning lessons from the French, Mauretania had been given 2 outdoor pools and converted into a two class ship (merging cabin (2nd) and tourist (3rd) areas) and her interiors updated and air-conditioning installed throughout. She was also painted green and began service on the Italy-South America route starting in 1963 operated by a primarily Italian and Spanish speaking crew. This was a successful move by Cunard and
Mauretania would serve another ten years.
Mauretania bound for South America
The new Catholic chapel onboard Mauretania
Tourist class veranda
Tourist class ballroom
Cinema
Now Queen Elizabeth underwent a similar transformation in 1964 due to competition from the French Line in the North Atlantic and unprofitability. She would become a success on the Italy-US route and serve from 1965-1975. The byproduct of this was the Italian Line was further decimated by Cunard’s successful entry into Mediterranean service with their “green ships”.
Mauretania and
Queen Elizabeth had been painted green to distinguish them from the French Line’s all-white ships on the Mediterranean and the Italian Lines’ traditional black hull and white superstructure.
The new ballroom of RMS Queen Elizabeth for tourist class passengers
Queen Elizabeth's new Catholic chapel
In 1968, Cunard's former cruise ship
Caronia was modified to become a bulk immigrant carrier to Australia. Her beautiful public rooms were left untouched despite the fact that she was previously a cruise ship catered to the wealthy. However, her passenger cabin density was nearly doubled using bunk beds so she carried 1700 passengers in total for the journey from Britain to Italy to Australia. She proved a success as new immigrants enjoyed her memorable luxury before settling in a new country. However, on the return journey home, her passenger capacity was reduced to 932 by folding up the bunk beds since she carried higher paying retirees visiting relatives or on holiday in Europe. She was finally retired in 1979.
Apart from Cunard's troubles, all the other lines had begun pulling out in the 1960s due to competition from jet aircraft. US Lines'
Europa was retired in 1961 and
America sold in 1964. Holland America Lines had slower and fuel efficient ships and continued to run a weekly three ship service using
Nieuw Amsterdam,
Rotterdam, and
Statendam. But by 1965, the only punctual two-ship service on the North Atlantic (and only for the six warmer months of the year) was operated by the French Line's
Normandie and
Bretagne. And this was only because Normandie's transatlantic operations had been explicitly guaranteed by the French govt. Cunard's
Queen Mary would remain on the North Atlantic until her retirement in 1967.