Renault wants buyers to ‘fall back in love’

Renault design chief Laurens van den Ackers wants to make people fall back in love with the brand and intends the launch of its new design philosophy on the latest Clio 4 to be the start of this strategy.

PARIS MOTOR SHOW 2012

Speaking to MSN Cars at the Paris Motor Show, he explained “people have fallen out of love with our brand over the past few years. We want to seduce them back.”

It’s part of a defined management strategy to start a new chapter in the brand’s history. That’s why van den Ackers joined the firm three years ago, he explained: it is not often you get the opportunity to create a whole new design for a car brand – a key part of the job’s appeal to him.

It represents “a fresh start” for Renault.

The Clio, Renault’s most popular and most signficant car, is the perfect opportunity to launch this new approach, said van den Ackers.

“Design is communication – you can communicate the confidence of a company through the design of its products.” Here, he indicated, Renault has been too timid and reserved.

RENAULT DIAMOND EMPHASISED

The new Renault ‘face’ worn by the Clio 4 is a key part of his design. Here again, he explained the previous designs showed a lack of pride: “the logo was hidden, laying on its back.

“Now we have put it front and centre. The logo is big, we’re standing it upright and making it sit proud. It’s the oldest trick in the book, I admit – but it’s what we need to do.”

Elements of the new Clio, including its bold grille, will be seen on other Renaults in the future. “It is a sign of things to come. It’s not just a single vehicle – elements will go into the rest of the line-up.”

Like what you see with the new Renault Clio? Look out for more like it from a Renault brimming with newfound confidence…

PARIS MOTOR SHOW 2012