1. Renault is considering repositioning itself in the luxury market by launching a new brand or reusing its historic Alpine brand. 2. The document discusses reviving the iconic 1960s Alpine Floride model in customized coupe, convertible, and cabriolet versions to target the luxury market. 3. A communication plan is proposed to introduce the redesigned Floride at high-profile events in Paris and other cities, along with advertisements, posters, and a dedicated website.

1. Renault on the
luxury market
Sophie VIGNALI
Matthieu BODECHER
Nicolas CHENO
Victor PIAT

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. Renault and its experience
in the luxury market
Renault Avantime

5. 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

6. 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
•
•
•
•

7. Repositioning
A new brand for Renault ?

8. Benchmarking
What is the secret of the leaders in this industry ?
• Different brands with coherent images
• An equilibrated portfolio
Audi
Volkswagen
Skoda

9. What about Renault ?
?
Renault
Dacia
• It’s global brand image tends to fall
• Renault brand image is not adapted to luxurious
models

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

11. Luxury Pyramid
Griffe
Luxury
Brand
Upper range
Mass series, Cost pressure

12. Brand Identity Prism:
Alpine
Old
elegance
and
technicity
Exclusivity
Chic,
cultivated
and wealthy
Authenticity
Culture of cars
of caractere
Collectors
and fans

13. Models to launch

14. 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 ?

15. Floride by
Alpine Renault

16. 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

17. 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

18. 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

19. 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

20. Story board
• Back ground: slow and calm music
Floride by Alpine, Keep the
Spirit Alive

21. Thank you for
your attention