Renault on the luxury market ?
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Renault on the luxury market ?



May the french car brand Renault have a future in luxury ? The Alpine could be a solution...

May the french car brand Renault have a future in luxury ? The Alpine could be a solution...



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Renault on the luxury market ? Renault on the luxury market ? Presentation Transcript

  • Renault on the luxury market Sophie VIGNALI Matthieu BODECHER Nicolas CHENO Victor PIAT
  • Summary 1. 2. 3. 4. Renault and its experiences in the luxury market Repositioning: a new brand for Renault ? Models to launch Communication plan
  • Renault and its experience in the luxury market Renault 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 • • • •
  • Repositioning A new brand for Renault ?
  • Benchmarking What is the secret of the leaders in this industry ? • Different brands with coherent images • An equilibrated portfolio Audi Volkswagen Skoda
  • What about Renault ? ? Renault Dacia • It’s global brand image tends to fall • Renault brand image is not adapted to luxurious models
  • Recommandations • Re-launch the old brand ALPINE • Sell redesigned old successful models
  • Luxury Pyramid Griffe Luxury Brand Upper range Mass series, Cost pressure
  • Brand Identity Prism: Alpine Old elegance and technicity Exclusivity Chic, cultivated and wealthy Authenticity Culture 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 Marketing Florida Product Place • Relaunch successful model • Florida, in this different adaptations: cabriolet, coupe and convertible • Redisgn by Pininfarina • Customisation • 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 Price • First promotion in Champs Elysées • Magazins, specialized or not (Auto Moto, GQ, etc..) • Posters • TV spot • High prices for high standard •Expensive models • Possibilty to custom
  • Communication Plan • Communicate on the timeless experience • Show at the Champs Elysées o Presentation o Stars • Supports o Car magazines, posters o Presence in show room such as « Le salon de l’automobile » Paris, Berlin.. o TV spot o 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