0% of Renault's UK customers are fresh to the brand – so at This particular point what?
Source : 0% of Renault's UK customers are fresh to the brand – so at This particular point what?
Renault’s sales growth inside UK since 2012 has been remarkable, however how does that will plan to keep its customers?
I’m unlikely to forget the day we were summoned to Renault UK’s HQ in December 2011, on the eve of Christmas, to learn that will the firm was instigating sweeping improvements, axing four types via its line-up – including the once strong selling Laguna – as well as killing off dealerships.
that will was bleak news after a particularly bleak run of sales for Renault UK, which had left that will inside red since 2006. Without drastic action, the reasoning went, nothing was going to change.
Painful though that will was, history has proven the actions to be well aimed. In 2012 the firm sold around 55,000 cars as well as vans inside UK; This particular year that will will be closer to 130,000. An aggressive fresh product launch strategy has helped, of course, with Clio as well as Captur leading the way, however so incorporates a sharp focus on putting profitability ahead of volume.
Today the UK is actually Renault’s eighth strongest market, as well as fifth largest European market. Perhaps most remarkably, 0% of its customers are measured as fresh to the brand, although This particular actually means they haven’t owned a Renault inside past two years.
Either way, that will means Renault is actually conquesting customers via various other brands more aggressively than any of its competitors. People clearly like what they see, read as well as drive, as well as they are open-minded enough to try them out for themselves.
however that will figure is actually also double-edged, of course. If 0% of your customers are coming via various other brands, that will begs the question of where your current customers are going after they’ve parted with their Renault. Clearly many are showing little inside way of loyalty.
In part, today’s fresh announcement – the fresh Renault Megane – can play a significant role in answering that will question, as can the soon-to-be-on-sale Renault Kadjar; both give Clio as well as Captur customers somewhere to progress to as they develop a need for more space.
However, that will also suggests that will Renault still has work to do on ensuring its customers like what they buy as well as that will they revel inside ownership experience so much that will they are willing to do that will again. There’s work to do – not that will Renault UK’s bosses haven’t worked that will out for themselves.
All in, that will’s a remarkable turnaround. however you get the feeling the hard work has only just begun.
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