Renault on the luxury market ?
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Transcript of Renault on the luxury market ?
Renault on the luxury market
Sophie VIGNALIMatthieu BODECHER
Nicolas CHENOVictor PIAT
?
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