Renault: With Change Comes Growth
The RENAULT GROUPE has been a formidable player in the industry for over 120 years with very strong International brand equity.
The current Transformation Strategy for the brand globally – “RENAULUTION” - was recently revealed by the new CEO of Groupe Renault, Luca de Meo, with the intention, amongst others, to place focus on brand-building and profitability across the board, through a brand shift from driving volumes to creating brand value. This RENAULUTION movement, will allow for greater emphasis on building the individual brands within the Renault Groupe, as well as strengthening the various facets of the business by addressing inefficiencies. This strategic plan is structured in 3 phases: (1) Resurrection focussing on cash generation recovery, (2) Renovation encompassing renewed and enriched line-ups, and (3) Revolution pivoting the business model to tech, energy and mobility.
RENAULT has been in SOUTH AFRICA for 26 years and counting, and has a fascinating history within the country, and with the current developments, is destined to better position and further elevate the Renault brand.
The shareholding structure of Renault South Africa (Pty) Ltd has changed several times over the years, with the latest development being a 100% shareholding shift.
The Competition Commission approved the proposed 40% sale of Global RSAS shares in Renault South Africa (Pty) Ltd to Motus Corporation (Pty) Ltd (Motus) last week. Hence, as of Friday, 23rd April, RENAULT SA is now a 100% subsidiary of Motus Holdings.
This shareholding movement is completely aligned with the overarching strategic vision “RENAULUTION” to ensure the drive to value is a priority for the brand within South Africa, with a continued focus to grow the brand in a responsible manner, in order to remain a strong contender within the South African market.
Integral to the Global brand developments is a new visual identity to enable the brand to be portrayed in a fresh and modern way.
First and foremost, the Renault logo has changed. As much as the emblem is distinctively Renault, the structure of the logo is bolder – Without the attachment of the wordmark RENAULT.
This logo embodies the “Nouvelle vague” the idea to offer a new possibility by bringing something new to the ecosystem, closer to the spirit of the times and resolutely modern.
The previous logo was designed in 1992 and modernized in 2013. It was slightly complex and rigid, posing some legibility issues related to print sizes. This new logo coincides with the RENAULUTION plan, and is currently prominently integrated as part of the Renault 5 Prototype’s front grill.
The RENAULT GROUPE teamed up with the design agency Landor, who created the new logo concept. They worked on developing this brand-new logo, while retaining the iconic and essential lozenge. It represents an evolved version of the 1972 logo Op Art (optical art), employing lines of differing thickness. However, there is no Op Art involved in this new logo, in a certain way it can be seen as two interlocking lozenges.
Our all-new Corporate Identity has been rolled out in 134 countries within the Renault Groupe to date.
We are proud of this New Look RENAULT, as it builds on our heritage in a strong and contemporary way, and we look forward to the next chapter of the brand. This represents one of the initiatives within the first phase on the Resurrection and the strong alignment to brand building across the multiple markets globally.
