“It is a climb in the style of Hollywood,” journalist and Tour historian Jacques Augendre wrote after the race’s first finish on Alpe d’Huez. The spectacle was novel for the time—all the drama of a grand tour stage packed into a single primetime slot, the race won and lost in less than an hour of climbing to the top of an alpine arena. The race had become a televisual event.
From the first switchback, the men on motorbikes roared ahead, jabbering into their microphones, their cameras whirring. At the fifth bend, Fausto Coppi glided away from his last competitor and seized the made-for-TV moment, soaring through the frenzied crowds solo. He rounded the corners, all poise and fluid power, the race officials swaying out of the Alfa Romeo Matta behind him, as the great Alps stood all around, as if to applaud him. It was a dream for the silver-screen, and the people were enthralled. Broadcast all over France, Coppi’s victory became an instant legend, heightened by television’s aura.
Not everyone was wholly pleased.
L’Equipe’s head reporter, Claude Tillet described the first 250km of the stage as ‘perfectly insipid’, noting that the summit finish resulted in just 15 kilometres of racing and didn’t bring out the best from the riders. He was not yet ready to denounce mountaintop finishes after one outing, but he certainly was not convinced of their merit. Those in power concurred. Tour Director Jacques Goddet said that the stage “offered no reason to lobby for more stage finishes at altitude.”
Coppi went on to decimate his rivals on the finishing climbs to Sestrières and the Puy de Dôme to win that 1952 Tour, which prompted the organisers to pull back from their experiment the following year in the hope of creating a more open and competitive race.
The genie was out though.
Televisions would soon become ubiquitous in European households, and other races would add their own mountaintop finishes. To a TV producer, they made perfect sense. Having the finish at the summit of a climb meant that they could guarantee decisive action at a certain time of day, just as most Europeans were turning on their sets, usually late in the afternoon on a weekend. That boosted peak audience figures and made the sport more attractive to advertisers. Sure, the newspaper men might yearn for the drawn-out, unpredictable races of old, but their novelistic accounts would soon be obsolete. By 1958, the Tour featured a finale on Mont Ventoux. Cycling’s television era arrived.