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Christopher Bruce2012-10-22 23:02:13

Renault's Initiale Sub-Brand Moves to Concept Stage

Renault had a concept called Initiale in the late 90s, but it is unlikely the new cars will share the look

RenaultRenaultRenaultFrance, 1898 > present189 models
6115 photos
17 videos
is just a few years away from the introduction of two new sub-brands. The company is working with CaterhamCaterhamCaterhamUnited Kingdom, 1973 > present9 models
354 photos
1 video
to rejuvenate the AlpineAlpineAlpineFrance, 1955 > 199414 models
222 photos
brand, and Renault's head of exterior design Anthony Lo says the company has moved forward to the concept stage for its Initiale luxury sub-brand. 

“We’re doing a lot 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," said Lo. 

Renault design boss Laurens van der Acker has been consulting with French luxury brands like Louis Vuitton and Hermes about the upcoming brand. According to them, innovation does not matter. All that matters is quality. 

Lo and van der Acker are both interested in coordinating with French luxury goods makers for the launch of the cars. 

Chinese consumers put a high value on French luxury labels, and Renault is helping the connection could give them a jumpstart in the market. 

Van der Acker wants to make Dacia the budget brand, Renault the volume brand and Alpine and Initiale the niche, halo brands. 

Source: Autocar





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