Renault's aggressive strategy to capture Indian auto market

Renault has perhaps adopted the most aggressive of all strategies ever adopted by any car maker in India. The French car maker has launched its brand and its first product Renault Fluence in India yesterday. When Renault entered in India in 2005 after it inked a joint venture with Indian car maker Mahindra and Mahindra nobody knew how long it will continue till recently it was restructured. But the long drawn partnership between Renault and Mahindra gave brand awareness to Renault and within a month of its break up, it has launched its own product in India.

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Even the management is said to believe that Renault’s alliance with Mahindra was unsuccessful and Renault has begun its real tenure in India with the launch of Renault Fluence. Stating the company’s strategy in India, Mr Marc Nassif, Managing Director of Renault India reportedly told the media that Renault will be launching more cars in India in the next 15 months. Renault has reportedly set 2011 as the brand visibility year while year 2012 has been set as the year of volume releases. Industry experts rate such a strategy to be very aggressive.

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Some of the major offering besides the newly launched Renault Fluence would Renault Koleos which is a sports utility car slated to be launched during the festive season of Diwali. Furthermore, there will be three new back-to-back Renault cars slated to be released in 2012. Note worthily, amidst the offering, Renault will also be launching a B-segment hatchback car priced between Rs3 to Rs4 lakh that would rival Volkswagen Polo, Maruti Swift, Ford Figo and Hyundai i20. In addition to it Renault is also planning to launch an extremely low priced affordable car in between Rs 2-3 lakh. According to sources, Renault eyes a similar strategy for India, Brazil and Russia which are the top three unexplored markets in the world.

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