Renault plans major brand restructuring

Renault is due to launch 26 new vehicles in the next three years, including half from types it does not currently sell, such …

Renault is due to launch 26 new vehicles in the next three years, including half from types it does not currently sell, such as sport utility vehicles and sports cars.

The move was announced as Carlos Ghosn committed Renault to becoming Europe's most profitable mass-market car-maker by 2009 as the chief executive laid out his first four-year plan since taking over the French company last year.

Ghosn, famed for his turnround of Nissan, the Japanese carmaker he also runs and in which Renault has a 44.4 per cent stake, said: "What Renault needs today is not restructuring. Renault needs growth, Renault needs products, Renault needs a brand image.

"And Renault needs management that commits itself to a very precise timescale."

READ MORE

A key element of the need to revive Renault is that its profits were half those of Nissan in 2004.

The plan, dubbed 'Commitment 2009', promises an increase in sales of 800,000 cars to 3.3 million within three years.

It also aims to achieve an operating profit margin of 6 per cent of revenue, up from last year's 3.2 per cent, and improved vehicle quality.

The sales target is well below Renault's long-standing goal of selling 4 million cars a year in 2010, set by Louis Schweitzer, Mr Ghosn's predecessor.

Mr Ghosn also wants to make another attempt to push Renault into upmarket cars to reduce its reliance on the Mégane family of medium cars, which provides more than half the company's profits.

A key element of the plan will be to turn the next generation Laguna - due out next year - into a high-quality product that will do well in the reliability and satisfaction rankings.

Five new luxury vehicles will aim to double the number of cars sold in the upper end of Renault's model range.

"Renault is not in crisis but Renault remains fragile," he said.

"Without a strong response to make it more robust its fragility could lead to a dangerous situation." - Reuters/FT