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

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