INNOVATION & STRATEGIC FORESIGHT
Renault Group
BRIEF
Renault as one of the most innovative French brands with 120 years of car-building experience, who has been importing cars to China since 2010. Sales have doubled every year since 2015 but Renault is still a minority player in China.
The client is finding it hard to convey their brand value into the Chinese Lifestyle, during the economic transition from the industrial & experience towards the knowledge economy. So Renault asked us to:
“CAPTURE THE HEARTS AND SOULS OF
NEW GENERATION CHINESE CUSTOMERS.”
APPROACH & RESEARCH STRUCTURE
Our team had divided our approach into 3 key areas – Company, Context & Consumers. We discovered misalignment of brand value & customers' expectations, the message was not clear product positioning or Ad communication. We developed a new future prove roadmap, developing a mix of product-service solutions & a new business model, shifting their future value realign in the new economy, value chain & ecosystem.
SOLUTION
In this solution, we used strategic foresight research to explore different future scenarios based on current signals & trends, exploring how Renault could adopt the MaaS (Mobility as a Service) in the future:
CAR OWNERSHIP
Exclusive La Vie+ subscriber will be able to subcribe to a vehicle along with unique lifestyle services, instead of a standard purchase.
AFTER-SALES SERVICE
Where La Vie+ users would be able to get all car-related services (maintenance, insurance, license etc.) as part of the package via decentralised 3rd party car service provider. The new revamped 4S store model will focus on the sales to bring new experience to the consumers.
CHINESE CHIC LIFESTYLE
Only users of La Vie+ would be able to access exclusive La Vie+ hub, a convenience store that focuses on the benefits the mobility service could bring. A physical space that provides a platform, events and other areas, that enable the full Chic French Lifestyle.
INSIGHTS
THE RENAULT CIRCLE OF LIFE
The misalignment of values of Renault in the Chinese consumers' mind, the difference between French & Chinese expectation & sequence in various life stages. And most important, different perceptions of car and brands from different countries in comparison to their values in the Chinese consumer's mind.
We created the new “Chinese Circle of Life” to understand Chinese consumers needs & values in different stages of life with relation to how these values translated in terms of expectations in car and mobility needs.
The life goal of Chinese millennials in pursuit of an exquisite life is one of the main drivers for our solution, combining Casual Luxury & French-ness for Renault to introduce a Chic Lifestyle as a mobility service provider along with the new La Vie+ Lifestyle services.
“ Chinese Circle of Life” + “Car Preference for Chinese Family”
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Different car & life values from different stages of Chinese Life
THE VALUE OF CHIC
Most target Chinese consumers pursue gracious living through premium car brands, as a means of achieving an exquisite life. Casual luxury is one of the lifestyles that most of the Chinese Millennials desire, which enables them to start pursuing their life goals:
FOR CONSUMER
- A way to reach their inner-self goal
- A way to be confident, have a balance between life & work
- Finding out the beauty in life as well as achieving it
FOR RENAULT
- Bridge the Renault Car to a Lifestyle that suits their target consumer
- An entry point to enhance relatable brand value hence awareness
"CASUAL LUXURY IS A LIFESTYLE THAT PURSUES AN EXQUISITE LIFE, CHIC IS THE WAY TO ACHIEVE IT."
STRATEGIC FORESIGHT
Was used to unwrap the upcoming milestones of future mobility in China. So we can develop the solution in accordance with the upcoming disruptions within the Industry - Mobility as a Service (Maas / TaaS). Exploring current signals & trends that leads to a tipping point of the mobility revolution. Mapping out different possibilities, explore where the opportunities lie & what role can Renault play in this future ecosystem.
KEVIN H.Y. LAM | Copyright 2020 | All Rights Reserved