Renault India Pvt Ltd
Autor: Akash Singh • February 1, 2018 • Case Study • 314 Words (2 Pages) • 712 Views
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Organization Profile
Renault India Pvt Ltd is a wholly owned subsidiary of Renault S.A., France. It started its operation in the year Feb 2008 in India. Renault India operates from three different places in India-
- The first place being Chennai has three different functional units:
- Manufacturing unit is located at Oragadam. It is an alliance plant along with Nissan Motor Company Ltd (Japan).
- Engineering & Purchase Alliance organization (RNTBCI) in Chennai
- Renault Corporate Office in Chennai
- Renault India Corporate office is in Gurgaon (Marketing and Sales).
- Renault India Design Centre is in Mumbai.
Products
Renault India has 7 products under its portfolio-
- The premium sedan SCALA,
- The SUV DUSTER,
- The compact MPV LODGY,
- The premium compact car, PULSE and
- The latest budget car, KWID.
- The Premium SUV, KOLEOS
- The Premium Sedan, FLUENCE
Renault India also exports the Duster to a growing number of ‘right-hand drive’ markets. It has a market share of 6% in India which they are targeting to scale up to 10%.
The Challenge
Duster was officially launched at the Geneva motor show, by the Romanian based Dacia group. Dacia group was later acquired by Renault in 1999 and was positioned as affordable car in Europe. Renault Duster is a compact SUV. It is a segment breaker between a sedan and a utility vehicle. Duster was launched in India in 2012 and proved to be a turning point for Renault. Duster emerged as the new car for the ‘Unstoppable Indians’.
Duster’s huge success eventually made Renault a single brand play. This affected company’s brand value in Indian automobile market and subsequently led to the difficulty in positioning of other new models. Hence Renault had to rebrand itself to become a bigger market player with extra effort and cost.
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