Renault is set to give a more consistent look to its future car models by letting them share common elements of style, with the help of design chief Laurens van den Acker. In an interview with Automotive News Europe, van den Acker said that such initiative will aid Renault in enhancing its market share in a very competitive market.
He also emphasized that the brands doing well within the past 10 years were those that are consistent and coherent in their vehicle models.
He added that more consistency in the range of vehicle models will also aid the company to remain competitive against automakers from promising markets. Specifically, he mentioned that in China, there are 40 brands that want to grow.
There are also new automakers emerging in Brazil and India, among other countries, that aim to expand worldwide. He also stated that being visible is key once a company expands overseas, and being consistent and coherent will help strengthen visibility.
However, van den Acker has begun the reinvention of Renault as a brand, making his first designs stand as a break from the past. For example, the up-and-coming Clio will be different from the previous designs.
Prior to succeeding Patrick le Quement as design chief in 2009, van den Acker has worked with Audi, Ford and Mazda. According to van den Acker, Renault’s need to innovate has given him the “freedom to reinvent… the design of the company."