Renault on the luxury market

Sophie VIGNALIMatthieu BODECHER

Nicolas CHENOVictor PIAT

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Summary

1. Renault and its experiences in the luxury market2. Repositioning: a new brand for Renault ?3. Models to launch4. Communication plan

Renault and its experience in the luxury

marketRenault Avantime

Renault Avantime (2001 / 2003)

• New Concept : Coupéspace• Target : father wishing to keep his car when his

children are grown• Concept Car : 1998• Launching : 2001• Production : 8271 Avantime• Partnership with Matra

Reasons of this failure• Time between the concept-car and the launching• Too innovative for its time (Design and Concept)• Price unusual for a Renault• Quality didn’t correspond to average premium

quality• Launched with Velsatis and Espace IV• Only a fuel engine when launched• Lack of communication

RepositioningA new brand for Renault ?

BenchmarkingWhat is the secret of the leaders in this industry ?• Different brands with coherent images• An equilibrated portfolio

Audi

Volkswagen

Skoda

What about Renault ?

• It’s global brand image tends to fall• Renault brand image is not adapted to luxurious

models

?Renau

lt Dacia

Recommandations• Re-launch the old brand ALPINE • Sell redesigned old successful models

Luxury PyramidGriffe

Luxury Brand

Upper range

Mass series, Cost pressure

Brand Identity Prism: Alpine

Old elegance

and technicit

y

Authenticity

Chic, cultivated

and wealthy

ExclusivityCulture of

cars of caractere

Collectors and fans

Models to launch

Renault’s new concept cars

• Renault already presented redesigned models of the Alpine in 2012

• Possible adaptation to the luxury market• Stil a really sportive and occasional car• What about a luxurious model for the daily life ?

Floride by Alpine

Renault

Why this model? • Iconic model from

the 60’s • « Joy of escape in a

young, shiny and refined car »

• Different models of this car

• High standard • Design can be easily

adapted to the modern tastes

Coupé Model

Cabriolet Model

Keep atypical lines with a touch of

modernity KEEP

• Lenghtened shape • Low car body• Bright colors• Back aerarions

CHANGE

• Metal lines • White wheel rims• Front lights

•Personalized options• Full glass roof

Mix MarketingFlorida

Product

• Relaunch successful model• Florida, in this different adaptations: cabriolet, coupe and convertible• Redisgn by Pininfarina• Customisation

Place

• First sold in France and then extend to the international countries where Renault is present• In a specific car dealer, not with the other models of Renault, in order to create a real distinction in consumer’ minds

Promotion

• First promotion in Champs Elysées• Magazins, specialized or not (Auto Moto, GQ, etc..)• Posters • TV spot

Price

• High prices for high standard•Expensive models• Possibilty to custom

Communication Plan • Communicate on the timeless experience

• Show at the Champs Elyséeso Presentationo Stars

• Supportso Car magazines, posters o Presence in show room such as « Le salon de l’automobile »

Paris, Berlin..o TV spoto Internet: on a specific website

Story board• Back ground: slow and calm music

Floride by Alpine, Keep the Spirit Alive

Thank you for your attention