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Renault sharpens design

Renault Captur. The bottom line for Renault design is an all-new line, starting with a couple of show cars.

The French brand is beginning with its latest Clio and the Captur crossover. It has already set the direction with show cars and is now translating them into production models, while also focussing on a new SUV direction and its Alpine sports brand.

Kia has proven that design can provide significant showroom bait in the 21st century, winning with its Optima and new Rio range, and Renault's design chief Laurens van den Acker is focussed on bringing people back to the French carmaker.

"The goal is to make people fall in love again with the Renault brand," says van den Acker. "Renault is a very human brand, so we must let our cars be emotional, be French."

He admits it's a tough challenge, but believes he has the design team and management backing to win. "If it was easy, everybody would do it. You should try hard things, because then you separate yourselves from the rest."

Van den Acker arrived at Renault after 15 years in the USA and Japan, including time at Mazda, and has a smart way of describing the latest French lineup. "The Clio is like a university student, young and full of ideas," he says.

"The Megane is a student that has just started working, in the first three years. He is looking up and wants to become his boss. The Laguna is the managing director. The car needs to have status and seriousness."

But van den Acker - who is known throughout the car world for his collection of crazy shoes - sees an opening for Renault. "While we are getting more Latin … and emotional … I see a lot of brands becoming more Germanic. I think we can find a more open space.

"We're closer in spirit to the old Ferraris of the 1960s." He says Renault is developing an iconic 'face', something all brands now want, as well as translating his design direction into SUVs.

"I think a good identity is an identity you can recognise without a badge. That's the sign of a good face." Van den Acker has visited Australia many times and knows Renault needs to leverage some of its upscale European appeal.

"Australia plays a lot more on the Renault Sport image. It gives us credibility. It gives us the link with Formula One, which is considered premium worldwide." He also knows that, in a showroom scene where Audi sets the cabin standard and even Holden is following with its VF upgrade, Renault is playing catch-up.

"I would still rate us as OK. We've become more fun in the interior, especially with Clio. But I think we still have a long way to go in perceived quality. It wasn't our first priority. We first had to get ourselves in the showrooms with a good looking car."

For van den Acker, there is a surprising parallel between good design and romance, right up to the Alpine sports car currently being developed at Renault. "A concept car is like a one-night stand. Then you need to create a good marriage for a production car. The exterior needs to seduce and the interior is where you live. You want it to be a good quality life."

What, then about Alpine?

"It's a quickie," he laughs. The bottom line for Renault design is an all-new line, starting with a couple of show cars that will break cover later this year. "You will see some fun show cars from us this year. I look at concept cars to sell the direction. The design is going to make a difference.

"There is a sense of revolution at present. What I like, coming to Renault, is you can do anything you want. And find an intellectual reason to get away with it. I think anybody could use a bit of craziness. And god knows Renault can use it."

 

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