Restoring Renault's image: Luca de Meo's marketing challenge

How to restore "value to the Renault brand"? This is the challenge of the brand new boss of Renault, who has just taken office, the Italian Luca De Meo. A more marketing than industrial challenge.

Because the image of Renault is damaged. Gone are the days of living or innovative cars, like the Twingo and before it, Espace. Today, the Renault cars are consensual and versatile. There is therefore no Renault bonus. The New Clio also sells for 1,200 euros less than the Peugeot 208, while the two cars are in the same niche.

And then, Renault has become an entry-level manufacturer and this is even more true abroad. In Russia, India and South America, Dacia cars are sold under the Renault brand. As we know, the margins are on the high end.

What will Luca De Meo do? Upgrade to a higher range ? We know that Renault has always had trouble with high-end cars!

The idea is above all to bring the Renault brand upmarket, that it arouses the desire and desire that justify paying more. And there, There is a very concrete story, it is the phenomenal success of the Fiat 500 orchestrated precisely by Luca De Méo who has just arrived at Renault. Technically, it is a Panda, it is the same car but it is sold under the pageantry and with the Fiat 500 brand. Which is much more rewarding and people are therefore ready to pay more. In this case, 3,000 euros more than for a Panda.

We will now see how Luca De Meo will go about re-enchanting the Renault brand. And this, while we are in the midst of an electrical transition, which could well change everything in terms of marketing.  

As proof, "Friend", the new small two-seater electric car from Chez Citroën is sold primarily at Fnac or at Darty. It may be the start of a Revolution. With the electric, the car could leave the world of mechanics to switch to the radius of brown products between mobile phones and computers. We are going to buy his car at Fnac!