Renault is completely reviewing its French vehicle range to enhance legibility and customer appeal. This new marketing policy for France, which will be deployed across the range between now and September 2013, will simplify the range and make it more attractive. Following ZOE in March, Captur, New Clio and Scénic Xmod gain the new trim names Life, Zen and Intens from April. These names, along with the associated product content, will be gradually extended to the entire Renault range in France.
The Renault range has become complex, with up to eight levels of trim for a single model. As a result, Market Area, France, has decided to review the entire range in order to make it simpler and more attractive.
Quote from Nicolas Monnot, Marketing Director, France
“The objective is to invent a form of ‘post-scrappage bonus’ marketing that enhances both the perceived value of the product and its appeal for customers. Against a backdrop of economic gloom, we aim to win back market share through new flagship products such as New Clio, ZOE and Captur, as well as through an appropriate marketing policy.”
Three levels of trim for a simplified offering
The trim names Life, Zen and Intens, introduced with ZOE, will gradually replace the existing names (Authentique, Expression, Dynamique, etc.) in the current range. The Life trim groups the essential features in an attractive package. The Zen trim offers the best comprise on everything customers expect from a mid-range version. While the Intens finish delivers maximum pleasure.
The simplification of the range will be accompanied by a review of the policy on optional packs (looks, comfort, technology, etc.). The objective is to make them more meaningful and more legible for both customers and sales people.
New Clio: a richer range of more attractive design
To reinforce the market momentum of New Clio, France’s best-selling car, the New Clio range will be included in the French range review from April. The new names will be accompanied by enhancements in vehicle design. Particular emphasis has been placed on entry-level models in order to make them more attractive for an even more competitive price.