In recent years, manufacturers such as Peugeot, Citroën, Volkswagen and Fiat have taken their marques upmarket, to a sub-premium space just below marques such as BMW and Audi.
However, Renault's senior vice-president for global marketing, Stephen Norman, said it would not adopt this approach. The marque will instead focus on delivering ‘better value for drivers'.
Recent marketing activity, such as its ad for the Koleos model, has focused on the heritage of the marque. Norman confirmed this is part of a wider plan to position Renault as the ‘people's champion'.
Future ad campaigns will flag up the brand's modernisation. A forthcoming campaign for Scenic will play on second marriages, with a father discussing his ‘new family'.
Last week, Renault rolled out an online branded entertainment website, Renault.tv. The site features content based on its partnerships with F1 and London Fashion Week, as well as telling the stories of Renault customers.
Renault will also launch a direct sales website, which will provide consumers with an overview of current offers at dealership level. The UK version will launch later this year.
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