Renault on the luxury market ?

468 views

Published on

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

Published in: Automotive, Sports, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
468
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Renault on the luxury market ?

  1. 1. Renault on the luxury market Sophie VIGNALI Matthieu BODECHER Nicolas CHENO Victor PIAT
  2. 2. Summary 1. 2. 3. 4. Renault and its experiences in the luxury market Repositioning: a new brand for Renault ? Models to launch Communication plan
  3. 3. Renault and its experience in the luxury market Renault Avantime
  4. 4. 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
  5. 5. 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 • • • •
  6. 6. Repositioning A new brand for Renault ?
  7. 7. Benchmarking What is the secret of the leaders in this industry ? • Different brands with coherent images • An equilibrated portfolio Audi Volkswagen Skoda
  8. 8. What about Renault ? ? Renault Dacia • It’s global brand image tends to fall • Renault brand image is not adapted to luxurious models
  9. 9. Recommandations • Re-launch the old brand ALPINE • Sell redesigned old successful models
  10. 10. Luxury Pyramid Griffe Luxury Brand Upper range Mass series, Cost pressure
  11. 11. Brand Identity Prism: Alpine Old elegance and technicity Exclusivity Chic, cultivated and wealthy Authenticity Culture of cars of caractere Collectors and fans
  12. 12. Models to launch
  13. 13. 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 ?
  14. 14. Floride by Alpine Renault
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Story board • Back ground: slow and calm music Floride by Alpine, Keep the Spirit Alive
  20. 20. Thank you for your attention

×