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Individuality and Quality - Top Priorities for Renault Initiale Luxury Sub-Brand

We had heard rumors of Renault’s plan to introduce a new sub-brand, of a luxury-minded orientation, called Initiale, in order to offer a different alternative to German norm. Now, according to autocar.co.uk, possible future models of the brand are already in development.
Renault Initiale 1 photo
Photo: Renault
According to Renault’s head of exterior design, Anthony Lo, “we (Renault) are doing lots of concepts [. . .] but we need to create what our message will be for this brand in 20 years time if it is to succeed. We need to then create a range of cars to follow this message, not the other way around. The world needs to be created and the models to be launched into them otherwise it’s not believable.” The main goals are outright luxury, as well as marketing the car as a very clear and distinct alternative to the established brands.

They are also relying on the general French image of luxury, and the fact that France is associated in popular culture with luxury goods, except you usually eat them, spread them on bread or drink them. Also, in an effort to further boost the image of the upcoming brand, they may be looking to collaborate with a luxury French fashion house - we say depending on how far they take this idea, it could be a winner!
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