Dongfeng Re­nault makes at­tack on mar­ket with new mod­els

China Daily (Hong Kong) - - MOTORING - By HAO YAN haoyan@chi­nadaily.com.cn

A sig­nif­i­cant ex­pan­sion in the Chi­nese mar­ket is likely next year for Dongfeng Re­nault Au­to­mo­tive Co as a re­sult of strength­ened brand ap­peal and growth of its deal­er­ship net­works.

The Sino-French joint ven­ture aims to en­large its deal­er­ship net­work to 200 lo­ca­tions by the end of 2017, with 40 Re­nault cars de­liv­ered to cus­tomers by each shop each month.

T he car­maker ’s monthly de­liver y climbed to 5,294 ve­hi­cles in Novem­ber, 21.5 per­cent more than the pre­vi­ous month. Its whole­sale vol­ume jumped 30.8 per­cent to 5,944 ve­hi­cles, ac­cord­ing to the com­pany’s data.

“We are show­ing our sin­cer­ity to our cus­tomers with our value-for-money prod­ucts, our con­sis­tent qual­ity and in­com­pa­ra­bly high con­fig­u­ra­tion in the seg­ment,” Fr a n c o i s P r o v o s t , s e n i o r vice-pres­i­dent of Re­nault Group and CEO of Dongfeng Re­nault, said in an in­ter­view with China Daily in Beijing on Wed­nes­day.

The Hubei-based car­maker ’s first lo­cally-man­u­fac­tured model, the com­pact SUV Kad­jar, has al­ready out­per­formed its peers in the world’s largest mar­ket.

T h e c o m p a n y ’s r e c e n t l y re­ju­ve­nated mid-size SUV, the all-new Koleos, also re­ceived a pos­i­tive re­cep­tion.

Dongfeng Re­nault set the Kad­jar’s monthly sales tar­get at 3,000 ve­hi­cles. Oc­to­ber saw its sales soar to 4,000 and the or­ders re­mained a high 3,921 in Novem­ber.

T he all-ne w Koleos was launched in the mar­ket on No v 1 0 . In t h e s h o r t t i m e since then, Dongfeng Re­nault has de­liv­ered 2,878 ve­hi­cles through whole­sale chan­nels, re­ceiv­ing a to­tal of 4,512 or­ders by the end of Novem­ber.

The com­pany is con­fi­dent in the all-new Koleos, as it not only demon­strates the French brand’s high qual­ity, but also its cus­tomiz­abil­ity for Chi­nese buy­ers’ de­mands. The au­tomaker be­lieves the model’s size and de­sign per­fectly match mar­ket tastes, es­pe­cially its roomy in­te­rior, which is peer­less in the seg­ment and in­tended to fit cus­tomer needs.

“The all-new Koleos is the brand’s flag­ship SUV and is of­fered in more than 80 mar­kets. But, we see the Chi­nese mar­ket as the top pri­or­ity,” Provost con­tin­ued.

He told the re­porter that, to fur­ther ex­e­cute the “in China, for China, and from China” plan, the lo­cal re­search and devel­op­ment team will be ex­panded to in­clude as many as 300 em­ploy­ees.

Dongfeng Re­nault un­der­stands that Chi­nese cus­tomers have dis­tinct de­mands, and their pref­er­ences were fully con­sid­ered through­out the en­tire re­search and devel­op­ment process, ac­cord­ing to Provost.

Provost noted that, “Next year, Dongfeng Re­nault will fo­cus on mak­ing more and more Chi­nese peo­ple rec­og­nize the French brand as a lead­ing player in the Euro­pean mar­ket.”

Chi­nese ac­tress Fan Bing­bing en­hanced the Re­nault K a d j a r ’s b r a n d aw a r e n e s s among the Chi­nese popu- la­tion by be­com­ing Dongfeng Re­nault Kad­jar’s im­age am­bas­sador in Novem­ber 2015.

Fan at­tended the car­maker’s event at the 14 th China (Guangzhou) In­ter­na­tional Au­to­mo­bile Ex­hi­bi­tion in Novem­ber.

A t t h e e v e n t , Fa n s a i d Dongfeng Re­nault in­her­ited t h e Fr e n c h b r a n d e s s e n c e and demon­strated its power.

The au­tomaker found that the all-new Koleos’ launch fur­ther in­spired and in­creased the con­fi­dence of its in­vestors and par tners, who are op­ti­mistic about the mid-size SUV’s mar­ket per­for­mance and have faith in the joint ven­ture.

In ad­di­tion, more than 150 deal­ers have joined the au­tomaker ’s ne twork as of the end of Novem­ber.

Dongfeng Re­nault an­nounced at Auto Guangzhou 2016 that it will fur­ther ex­pand its deal­er­ship net­work to 200 out­lets around the coun­try in 2017.

Be­yond its tra­di­tional brick and mor­tar 4S show­rooms, Dongfeng Re­nault is also driv­ing into the on­line realm.

Its dig­i­tal show­room has be­come widely used, with fre­quent vis­its from lo­cal cus­tomers.

T hrough the two lo­cal­ized mod­els’ high pop­u­lar­ity in the marke t, a pos­i­tive c ycle has been es­tab­lished for the car­mak­ers’ Wu h a n p l a n t , l o c a t e d a t the Wuhan Eco­nomic and Te c h n o l o g i c a l D e v e l o p - ment Zone, which be­gan pro­duc­tion of the Kad­jar model in Fe­bru­ary this year.

T h e p l a n t ’s p r o d u c t i o n is climb­ing up steadily to meet cus­tomers’ en­thu­si­asm for the new mod­els, se­cured by an­nual pro­duc­tion of up to 150,000 ve­hi­cles in its first phase. The fa­cil­ity in Cen­tral China also pro­duces en­gine parts for the lo­cally pro­duced mod­els and ser ves as the Re­nault Group’s first such plant out­side Europe.

We are show­ing our sin­cer­ity to our cus­tomers with our value-for­money prod­ucts.” Fran­cois Provost, se­nior vi­cepres­i­dent of Re­nault Group and CEO of Dongfeng Re­nault

Dongfeng Re­nault de­liv­ered 5,294 cars to cus­tomers in Novem­ber, 21.5 per­cent more than in Oc­to­ber, while whole­sale vol­umes jumped 30.8 per­cent to 5,944 units.

The Dongfeng Re­nault all-new Koleos was launched in the mar­ket on Nov 10, re­ceiv­ing a to­tal of 4,512 or­ders with a whole­sale to­tal of 2,878 in Novem­ber.

The Kad­jar ac­cel­er­ated fur­ther, reg­is­ter­ing whole­sale vol­ume of 2,635 ve­hi­cles and 3,921 or­ders in Novem­ber. The Dongfeng Re­nault deal­er­ship net­work has ex­panded to more than 150 lo­ca­tions and is well pre­pared for the year-end sales spree.

PHO­TOS PRO­VIDED TO CHINA DAILY

Se­nior ex­ec­u­tives of Dongfeng Re­nault Au­to­mo­tive Co and guests at­tend the launch cer­e­mony of the all-new Koleos.

The all-new Koleos demon­strates the French brand’s high qual­ity.

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