As part of my rebrand I aim to address this stereotype and actually disprove it whilst celebrating Renault's french heritage and how times have changed.
After researching this online and reading through endless feeds on car blogs, I can conclude how actually this stereotype is out-dated to lesser times, and car companies now are all developing rapidly alongside our advancements in technologies and mechanics across all industries.
It is clear how it had been pushed by Americans, this being because Renault's are not actually found in the States at all, so they have nothing to compare it to. And they are extremely popular elsewhere - sold as reliable, affordable cars for a wide target audience.
Through looking at various studies it is clear how recently Renault are actually comfortably beneath the industry standard of 'problems after purchase' and top many cars which are believed to be very reliable...
Along with this information and to help drive certain ideas about what the rebrand should focus on, I carried out a questionnaire with a sample of just over 50 people (varying from new drivers /first time buyers 18-22 years old to more experienced drivers aged 30-50). I went and actually asked the questions myself as I feel this way you get everyones personal opinions through, which I then collated into a general consensus.
Here is the information from my questionnaire transferred over...
1. Have you had any first hand negative experience with a Renault?
Yes - 12
No - 41
Feedback - more of the older age groups who have had Renaults previously had had the problems, the younger participants were aware of the stereotype however had nothing to support it with, many of them actually had Renault Clio's as a first car and were nothing but complimentary.
2. Are you aware of what Renault's actual focus/speciality as a brand is? (like you would for a brand like Tesla
Yes - 2
No - 51
Feedback - Only two people were actually aware of Renault's focus on sustainable driving at an affordable price. This is down to the fact they have not seen any promotion for the company recently and those who had were not aware.
This shows how the rebrand needs to act as a attention-grabber back to company, showing how they are putting themselves back on the map, this time with a solid focus and promise, similar to that of successful companies such as Tesla and Apple.
3. Do you think that is what makes the likes of Tesla successful? (they have a drive, a bigger purpose to get involved with)
Yes - 52
No - 1
Feedback - Everyone could agree how pioneering companies like that of Tesla, are big because they have a solid mission statement that everyone is aware of and can on-board with. The clean and futuristic branding attracts the current audience and have taken the market by storm, to be as successful as them you need a clear identity which is supported and understandable for all - puts Renault at a disadvantage, as Tesla is more for the big-spending upper classes, but Renault can fill that gap in the market as the affordable but just as reliable option, only thing lacking is the speed and acceleration (what car lovers love) - but their aim is to shape a better for everyone, much more humbling.
4. Renault are actually very sustainably driven, similar to Tesla, they focus more on the affordable option, do you think it would strengthen their reputation if this was put at the forefront of their identity?
Yes - 40
No - 23
Feedback - People could pick up on how Tesla are giants in the industry because they are more exclusive, if the same feeling can be achieved for a more affordable brand then it would go fire-sale.
5. Which would be more successful, a rebrand boasting Renault's pride for their heritage or pride for sustainability, or both?
Heritage - 3
Sustainability - 19
Both - 31
Feedback - French heritage alone would be booming for their market in France (but this market is not where needs the development, it is their international status). Sustainability alone people did feel could work, but would be copying Tesla too much; but the idea of merging the two and giving people a reason to buy into the brand whilst still showing their pride for themselves did give people confidence and creates this stronger brand identity.
6. In terms of typography, would a serif-y typeface that they use now like this () still represent futuristic and forward thinking ideas of sustainability, or do you think more of a sans serif typeface like this () would better represent how they have grown? (I had the images printed!)
Serif - 12
Sans - 41
Feedback - The older age groups did like the previous identities with the serif typefaces as it does reflect heritage, etc.. but in order to bring the brand into the 21st century and achieve this confident, modern mindset which people believe in it needs more of a futuristic appeal. Reflect this concept of a future for everyone through slogans on posters, etc. Not necessarily needs to be clear through the logo, as this is just the small stamp to initially attract people, it is the collateral which can do all the talking for the brand.
7. Should i stay true to their current colour scheme (yellow and grey - metallicy), or introduce a new colour scheme - incorporate green somehow in terms of sustainable design?
Old - 18
New - 35
Feedback - Alot of people thought the colour scheme would be what kept the brand recognisable, but this concept of creating a completely new identity (which can still be based from Heritage - from the older 60s/70s flat designs) people were much more keen on, completely re-approaching how the company will be viewed on the market.
In terms of the colour green, people felt like this should be avoided as it is too cliche and not a very attractive initial colour for a whole car company to be based on. Sustainability would be hard to portray just through the logo so it is clear that I should try and address this through the collateral which will come with the rebrand instead.
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