Automotive News Europe - September 2011 - 99

AUTOMOTIVE NEWS EUROPE

DESIGN

FRENCH REVOLUTION
BRUCE GAIN
autonewseurope@crain.com

Renault and PSA revamp their cars’ design to boost global appeal

SA/Peugeot-Citroen and Renault are following a similar path to help combat increasing pressure from new carmakers in emerging markets. Both French automakers are revamping the design of their product lineups, emphasizing consistency across their ranges to make their vehicles more appealing globally. PSA and Renault plan to make their brands more recognizable among potential buyers in fast-growing markets such as China, Brazil, India and Russia, as well as in their traditional strongholds in France and the rest of Europe. “When you look at the last 10 years, the brands that did well were those that were coherent and consistent,” Laurens van den Acker, Renault’s head of design, told Automotive News Europe. More consistency among the different models will be important to remain competitive against carmakers from emerging markets, van den Acker said. “There are 40 brands in China that are knocking on the door and want to grow. There are new car companies being created in India, Brazil and elsewhere that have the desire to grow and explore the world as well,” van den Acker said. “It is one thing for Renault to be recognized in France where we are everywhere, but once you go abroad, being visible is key. If you have a team and all of the players are wearing different shirts, then it is hard to create a team spirit.” Separately, PSA is following a similar strategy as it seeks to make Citroen and Peugeot models more recognizable and distinct as separate brands worldwide. “We must distinguish the two brands in terms of their position in the markets,” JeanPierre Ploue, director of design at PSA, told Automotive News Europe. Ploue was previously head of design at Citroen, a job he was appointed to in 2000. “Each model must feed the brand. Every model must be part of the family.” Building brand recognition outside of Europe will represent a significant yet critical challenge for PSA and Renault, said Carlos Da Silva, of analyst IHS Automotive. “Any European knows what a Renault is, but ask a Chinese, an Indian, an Indonesian even a Russian, and the answer is certainly less evident,” Da Silva said. The Peugeot 208, which is expected to be

“If you are making cars for the heart of the market, then you have to relate to a lot of people. We are making cheeseburgers, not sushi.”
Laurens van den Acker, Renault’s head of design, shown with a DeZir concept. The sporty car showcases the carmaker’s new design theme.

unveiled at the Geneva auto show in March, is the first Peugeot production model since PSA appointed Ploue as director of design for both brands in 2009. It will represent the design direction of future Peugeot models. Ploue said the SR1 concept that Peugeot unveiled at the 2010 Geneva show hints of the design philosophy the 208 and future Peugeot models will follow. “You see a little bit of what (the new style) will be in the SR1 concept car,” Ploue said. “The SR1 represents what we want to do, with an athletic, pure, elegant, and precise design with much allure.” Emphasis on style Ploue also said that Citroen models will have more distinct personalities than Peugeot designs. “Citroen designs will be less homogenous and consistent than the Peugeot line,” Ploue said. “The designs will not be classic, but very elegant with an emphasis on style.” PSA also seeks to expand Citroen’s brand by leveraging its DS range to compete in luxury-car markets, Ploue said. While Citroen doesn’t hope to transform itself into a premium brand, “Citroen will target more of the premium carmakers such as BMW and Audi in the future with the DS designs,” he said.

PSA is launching its DS line in China this year and unveiled the DS5 crossover, the third model in the upscale lineup, at the Shanghai auto show in April. The model will go on sale in Europe by the end of the year. At Renault, future models will break from the past as van den Acker prepares to reinvent the brand. “They asked me to change a lot because they felt that Renault really needed to turn a page,” said van den Acker, who worked at Audi, Ford and Mazda before succeeding longtime Renault design chief Patrick Le Quement in 2009. “This has given me a lot of freedom to reinvent the design of the company,” he said. The DeZir, Captur, and R-Space concepts that Renault introduced in March at the Geneva auto show and at the 2010 Paris auto show reflect Renault’s new design strategy under van den Acker. Renault’s new EVs will also conform to the company’s new design philosophy. Van den Acker said his goal is to create designs that appeal to the masses. “If you are making cars for the heart of the market, then you have to relate to a lot of people,” van den Acker said. “We are making cheeseburgers, not sushi.” ■

SEPTEMBER 2011

ANE EXECUTIVE EDITION

PHOTO: REUTERS

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