Renault Initiale Paris sub-brand to focus on luxury

Article by Christian A., on October 23, 2012

Renault’s exterior design chief Anthony Lo said that the success of its luxury Initiale Paris sub-brand relies on being able to give a clearly engineered message that it is an alternative to German premium makers. The senior Renault designer said that the company is presently in the digital development phase of these models under the Initiale Paris sub-brand at the Renault design studios.

Renault chief Carlos Tavares has been very vocal about this goal to make this sub-brand successful. Lo said that they’re considering numerous concepts and that its focus is to “create what our message will be for this brand in 20 years time.” He explained that its cars have to be created to follow this message and not the other way around; otherwise he thinks that it won’t be “believable.”

Lo said that the French luxury goods are admired in booming markets like China but when it comes to luxury cars, the buyers will select a German one over a French one. This is why he thinks that it may be advisable for Renault to work together with a luxury French fashion brand to make a car.

He said that by doing so, it will help in making its cars to be perceived as a luxury good instead of a product. Renault’s chief designer Laurens van den Acker learned from French luxury brands Louis Vuitton and Hermes that in the luxury segment, consumers favour quality over innovation.

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