Consumer Culture - Renault and Society


Published on

All data from public. Just for acedmic propose

Published in: Marketing, News & Politics, Sports
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Consumer Culture - Renault and Society

  1. 1. RENAULT AND THE FRENCH SOCIETY Zhufang C - Stefania D - Maxence F Charlotte L - Guang L - Kuldeep S
  2. 2. Agenda 1 2 3 4 Pre – World War II The Thirty Glorious Modern Years New Era 1898-1945 1945-1973 1973-1996 1996-2013 And Beyond
  3. 3. Pre – World War II (1898-1945) II (1889-1945) Pre-War World Milestones 1914 - Tank support for France during WW I 1936 - Worker strikes 1934 - Largest factory in France (32000 workers) 1945 – Collaboration with Germans During WW II
  4. 4. Pre – World War II (1898-1945) • 1200 cars/year • 800 workers • to make a car takes 1 year 1898 1903 • Renault Voiturette is launched 1. 1905 1912 • 1st order for taxis & buses • 30% taxis and buses in Paris are Renault • largest factory in France • 32000 workers 1903 1934 • measure of working time 1913 • 1st labor strike • 4480 cars/year • 10% of the French market •collaboration with Germans in WWII 1905 1936 •worker strike •Renault will always be a symbol for working class and union 1912 1945 • tank support for France during WW1 1914 1922 • first assembly line
  5. 5. Pre – World War II (1898-1945) ECONOMIC ENVIRONMENT • • • High accessibility: new era of cars instead of « horses » leads to increase accessibility in different regions and economic development; Increased productivity: mass production and Taylorism techniques raise productivity; Automotive industry in France: the fast-growth of Renault helps the automotive industry to become an important segment in France; TECHNOLOGICAL ENVIRONMENT • Invention of first transmission gear car: this layout of design was used until the 1970’s in the car industry; • Introduction of the assembly line: enabled Renault in mass production;
  6. 6. Pre – World War II (1898-1945) POLITICAL ENVIRONMENT • World War I: Great support to the French army by providing it with munitions, airplane engines and the famous FT-17 tank; • World War II: France is occupied by Germans and cars are forbidden to be produced, so to survive Renault produces army trucks for the German army; • Collaboration accusations: At the Liberation, Louis Renault, founder of Renault, is accused of having collaborated with the enemy and jailed;
  7. 7. Pre – World War II (1898-1945) CONSUMERS • Seduction: cars become an object of seduction and are related to a certain “art de vivre”; • Conveyance: at the same time, a part of the consumers are looking for a practical and affordable car, so Renault launches Juvaquatre; • Agricultural: Renault increased its scope as it realized the need of agricultural machinery in the society because major population was engaged in farming.
  8. 8. The Thirty Glorious (1889-1945) (1945-1973) Pre-War World II Milestones 1945 - Nationalization 1960’s – The production doubles (from 2500 to 5000 cars/day 1955 – Pierre Dreyfus is named CEO 1945 – Collaboration with Germans 1973 – Oil Crisis During WW II
  9. 9. The Thirty Glorious (1945-1973) Pierre Lefaucheux becomes CEO 1945 Pierre Dreyfus is named CEO 1947 4CV: family car for holiday 1952 33 days of workers strike 1961 R4: the affordable car for everyone 1968 First oil shock 1973
  10. 10. The Thirty Glorious (1945-1973) ECONOMIC ENVIRONMENT POLITICAL ENVIRONMENT High Accessibility: small cars popularization stimulates commerical and economic development; • Nationalization: in 1945 the • Car Industry: Raising car productivity raises the GDP in France; • • Oil Crisis: led to greater interest in renewable energies; • Limited company Renault becomes “Régie Nationale des Usines Renault”; May 1968: Renault faces big and long-lasting strikes organized by a minority of communist workers who ask for unprecedented welfare benefits. Those lead to agreements between both parties.
  11. 11. The Thirty Glorious (1945-1973) SOCIAL ENVIRONMENT • Emergence of new social groups, new social roles, standards and status: Analyzing the emergence of the different classes in the society and their materialistic nature Renault started focusing on innovation in cars in order to fulfill demands and to compete with other companies (VW and its Beetle). • Labor unrest in France: lead Renault to introspect which resulted in better working rights and wage hike for workers.
  12. 12. The Thirty Glorious (1945-1973) CONSUMERS • New businesses: Renault helps national reconstruction and promotes work by building utility vehicles, with which French people can develop their businesses. • The popular car: the idea is more actual than ever so Renault launches 4CV, which becomes accessible to all and is therefore a big success. • Different needs: In response to the increasing customer demands, Renault launches R16, a more stylish and technologically advanced. • Oil crisis: Renault was quick to realize and fulfill consumer’s need of fuel-efficient car during 1973 oil crisis. Renault utility vehicle Renault 4CV
  13. 13. Modern years II (1889-1945) (1973-1996) Pre-War World Milestones 1970’s – Introduction of JIT production 1977 – Formula 1 sensation 1984 – After the economic crisis a recovery plan is set 1996 – Privatization of the company
  14. 14. Modern Years (1973-1996) • Upmarket car: R 25 • Monospace car: Espace R5 economic car for young people 1972 1980 Business troubles 1981 F. Mitterrand President 1981-1995 1984 1996 •Heavy Loss • Heavy Loss • Privatization • Privatization
  15. 15. Modern Years (1973-1996) ECONOMIC ENVIRONMENT POLITICAL ENVIRONMENT • Recovery plan (after the economic crisis): Renault puts in place a recovery plan to stimulate its economic growth in France. • During 14 years: deep intimacy between the French socialist government of F. Mitterrand and the state-owned company Renault (see Appendix1). • After the lack of success of a Volvo fusion, Renault opens its capital. • Preparation of Renault privatization: with new Chairman & CEO Raymond Lévy.
  16. 16. Modern Years (1973-1996) TECHNOLOGICAL ENVIRONMENT • • Introducing just-in-time production: largely decreased the stock and allowed better utilization of resources. First use of turbo engine in Formula One: Renault RS10 was the first Turbocharged car to win Formula One; later, this technology was applied to other mass production car models; ECOLOGICAL ENVIRONMENT • Negative influence of the industrial revolution: more CO2 emission (140g/km) & less recyclable material (5%). • Early adoption of eco-thinking: Technological breakthroughs allow for an early integration of innovative solutions (energy saving) on Renault plants. • First steps of sustainable development: Commitment to environmental production made by Renault.
  17. 17. Modern Years (1973-1996) SOCIAL ENVIRONMENT • State sponsored early retirement program: lowering the average age of Renault’s employees. CONSUMERS • Better analysis of the consumer society: marketing begins to play an important role. • New markets develop: -women and young people -second car for families • New habits: Society becomes more interested in leisure and as a response Renault launches Espace. • Reduced workforce: Renault shed half its manual assembly workforce, and increased their skill levels.
  18. 18. New eraWorld II (1889-1945) (1996-2013) and beyond Pre-War Milestones 1998 – Renault celebrates its centenary 1999 – Signature of the Alliance Renault - Nissan 2000 – Purchase of Dacia 2008 – First initiatives towards an electric vehicle
  19. 19. New Era (1996-2013) and beyond •privatization •launch of Mégane •innovation continues 1996 1999 2000 • alliance with Nissan • purchase of Dacia • purchase of Samsung Motors 2010 • • • 4.8 million car • turnover 500 million euros 2005 • C. Ghosn becomes Chairman & CEO of Renault 2012 2011 Electric vehicles launch: •10/2011: Kangoo Z.E •11/2011: Fluence Z.E 1st electric concept car ECO2 Signature to identify ecological & economical range of vehicles • Launch of Zoé – Zero-emission compact car 2009 2007 • Partnership formed with the Key Driving Competences and Transics 2013 The emission of CO2’s average for the range of cars sold by Renault in Europe are among the lowest in Europe
  20. 20. New Era (1996-2013) and beyond ECONOMIC ENVIRONMENT • Alliance with Nissan: creates a larger group in purchasing negotiation and becomes the 4th largest automobile group in the world. • Purchase of Dacia: low cost cars were developed to accelerate economic growth. • Purchase of Samsung Motors: building up an energy efficiency battery plant. POLITICAL ENVIRONMENT • Privatization: in 1996 Renault becomes a private company, French State sells shares and then holds 46% of Renault. • Progressive disinvestment of French State as shareholder: because it needs money and wants Renault to be more independent, now it only owns 15% of Renault shares. • French State as strong “lobby”: since the crisis of 2007, it puts pressure on Renault to keep its plants in France and not to fire its staff there because of already high unemployment in France and the absolute need of industrialization.
  21. 21. New Era (1996-2013) and beyond TECHNOLOGICAL ENVIRONMENT • ECO2 label: guarantees that a car is made of 95% reusable materials, and its CO2 emission will not exceed 140g/km. • Mass production of electric cars: Renault starts a new trend in the car industry and launches Z.E serial electricity cars; ZOE is the most desired electric car with 0 CO2 emission. ECOLOGICAL ENVIRONMENT • Environmental management system: Successful reduction of energy, waste, noise and toxic discharge consumption. • Eco-driving awareness: Developing a system to analyze, interpret and assess eco-driving skills of individuals. • Eco-think & Eco-design: Building positive and prosperous automobile future by vision of circular economy. • Sustainable development: launching electric vehicles. • Future prospects: Continuing to decrease CO2 emission to 100g/km by 2016.
  22. 22. New Era (1996-2013) and beyond CONSUMERS • Low-cost cars: the economic crisis raised the need for low-cost cars and made the Renault Logan model a best seller; • Society looking for speed: Renault delivered speedy cars; • Safety is important: Renault develops new security systems and puts human protection at the heart of its activities; • People getting more aware of sustainability and concerned about the society at large: Renault started working on electric car and produced Renault ZOE;
  23. 23. Conclusion • Renault as a popular brand: it has always been in the core of French society’s expectations and close to its customers’ lifestyle. • Anticipating the needs of a changing society and accompanying its evolution. • Renault has aking into consideration the ever changing economic, political, ecological, social, and technological environment.
  24. 24. THANK YOU!
  25. 25. Appendix 1 Renault during the presidency of F. Mitterand • President François Mitterrand commits towards Renault and chooses a Renault 25 as “company car”. He promotes new models in public like the Renault Supercinq in oct. 1984. Oct. 1984: F. Mitterrand driving the new Renault Supercinq in front of Palais de l’Elysée to make the promotion for a car manufacturer in economic troubles at that time • After three decades of total absence of Renault cars in the government, during his mandate F. Mitterrand reintroduces them in Ministers cabinets. • Louis Schweitzer (Renault CEO and Chairman, 19922005), Minister of Budget’s chief of staff under F. Mitterrand government is recommended to enter Renault as Finance Controller in 1986. Becomes CEO & Chairman in 1992. L. Schweitzer, emblematic CEO and Chairman of Renault, used to be a very high civil servant in the French Ministry of Budget before entering Renault.
  26. 26. Appendix 2 Renault’s environmental commitment • Partnership formed with the Key Driving Competences company to step up training for company fleets and private individuals in order to raising eco-driving awareness • Partnership with Transics International to develop a system to analyze, interpret and assess the eco-driving skills of truck drivers in real time. • Partner of the Ellen MacArthur Foundation since Sep 2010. (The Foundation works with industry & education to encourage a generation re-think, re-design and build a positive and prosperous future through the vision of a circular economy. The partnership underscores Renault’s ambition to develop sustainable mobility accessible for all.)
  27. 27. Appendix 3 Renault’s logo over time