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INTRODUCTION : DEFINITIONS
BELIEFDescribes Renault’s standpoint for People, the Planet
and the Economy
VISION Renault’s answer to the challenges of the modern world
MISSION What Renault must do to deliver the vision
PRODUCT What is a Renault car?
AMBITION What Renault wants to be; its Goal
POSITIONING How Renault wants to be perceived
How it defines itself compared to other Brands
SIGNATURE « One short sweet message »
VALUES Our personality; the way we behave as a Company and as a Brand
THE RENAULT VISION & MISSION
BELIEFIt is no longer up to the world to adapt itself to the automobile,
it’s up to the automobile to adapt itself to the people and the planet
VISION Renault, a people-centric and innovative Company,
offering sustainable mobility for all
MISSION Pioneer sustainable mobility for all, once again making
the automobile a source of progress for mankind
PRODUCT A new Renault car is affordable, safe, respectful of the Environment and of perfect
quality. Plus it’s an ingenious product that democratises new, innovative technology.
All passengers enjoy its convivial spaciousness and well-being.
Its design is attractive and supports all these values
AMBITION Become a world image leader through pioneering and caring
about people
POSITIONING Renault, the « People Champion »
SIGNATURE « DRIVE THE CHANGE »
VALUES Human, Reliable, Enthusiastic
BELIEF
IT IS NO LONGER UP TO THE WORLD TO ADAPT ITSELF TO THE AUTOMOBILE, IT’S UP TO THE AUTOMOBILE TO ADAPT ITSELF TO THE PEOPLE AND THE PLANET
The current position is not durable … Renault is conscious that the automobile
industry has reached the point of no return : inequality on security, pollution,
the absolute necessity to reduce CO2 emissions, conservation of natural resources …
VISION
RENAULT, A PEOPLE-CENTRIC AND INNOVATIVE COMPANY, OFFERING SUSTAINABLE MOBILITY FOR ALL
MISSION
PIONEER SUSTAINABLE MOBILITY FOR ALL,ONCE AGAIN MAKING THE AUTOMOBILE A SOURCE OF PROGRESS FOR MANKIND
Renault proposes essential, ingenious, affordable and low CO2 vehicles
that improve the quality of life and enable people to move around freely, without stress and in safety
PRODUCT
A NEW RENAULT CAR IS AFFORDABLE,SAFE, RESPECTFUL OF THE ENVIRONMENTAND OF PERFECT QUALITY. PLUS IT’S AN INGENIOUS PRODUCT THAT DEMOCRATISES NEW, INNOVATIVE TECHNOLOGY.ALL PASSENGERS ENJOY ITS CONVIVIALSPACIOUSNESS AND WELL-BEING.ITS DESIGN IS ATTRACTIVE AND SUPPORTS ALL THESE VALUES
Diversity
AMBITION
BECOME A WORLD IMAGE LEADER THROUGHPIONEERING AND CARING ABOUT PEOPLE
Renault will be the worldwide reference for the Environment, Safety, Quality and Social Responsibility
POSITIONING
THE « PEOPLE CHAMPION »
A unique reference positioning that sets Renault apart from the competition and generates preference
FONDATION
RENAULT
Car centric Planet centricPeople centric
VALUES
HUMAN, RELIABLE, ENTHUSIASTIC
Values that define the way we behave and express ourselves as a Brand and as a Company
Driving Changing Driving the change
Change involves bothemployees and customers
SIGNATURE
DRIVE THE CHANGE
