In recent year, manufacturers such as Peugeot, Citroen, Volkswagen and Fiat have all attempted to shift their marques up-market to a sub-premium space just below the likes of BMW and Audi.
However, Renault senior vice-president for global marketing, Stephen Norman, said the French manufacturer would resist the temptation to copy this strategy. Instead, Renault will focus on delivering better value for drivers.
Recent marketing activity, such as the ad for Koleos, has focused on the heritage of the marque and Norman confirmed this is part of a greater plan to position Renault as the ‘People's Champion'.
Future ad campaigns will also attempt to reflect that the brand has modernised. The forthcoming above-the-line campaign for Scenic will look at second families, with a father describing which of the children in the car is from a first or second marriage.
Last week, Renault rolled out its online branded entertainment website, Renault.tv. The site features content based on its partnerships with Formula One and London Fashion Week, as well as telling the stories of Renault consumers.
Renault is also to launch a direct sales website, Renaultshop.fr, which will provide consumers with an overview of current offers at dealership level. A UK equivalent site is due to launch later this year.
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