Renault Korea adopts 'Electro Pop' strategy aimed at young motorists

By Lee Min-hyung, The Korea Times - Renault Korea is moving to reshape its brand identity targeting the younger generation here by launching its long-awaited new hybrid SUV and deepening communication, particularly with those in their 20s and 30s, the automaker said Sunday.

Under its group-wide motto of Nouvelle Vague, which is French for "new wave," the company is rebuilding its corporate vision. Firstly, the company decided to apply its symbolic losange emblem for its flagship models – such as QM6 – as part of its efforts to offer fresh and sophisticated mobility experiences to customers, the company said.

The company also introduced its Electro Pop strategy here whose three key themes include its E-Tech electrification technology, cutting-edge connectivity and human-first safety. The company aims to offer a blend of European style and cutting-edge technology tailored to a younger clientele.

The local subsidiary of the French automaker is placing its strategic focus on this demographic, as their purchasing power is on the gradual rise here. Targeting them, the automaker also opened its Renault Seongsu flagship store in eastern Seoul, enabling them to test-drive its vehicles and get a better grasp of the brand.

“Renault’s brand is starting anew in Korea,” an official from Renault Korea said. “We will strengthen details in every corner of our businesses — including products and services — so we can deliver our brand-new values to customers.”

Renault Korea will unveil the much-anticipated mid-sized hybrid SUV for the first time in June during the upcoming 2024 Busan International Mobility Show. The vehicle is better known by its project name, the Aurora 1.

The automaker also plans to release the Aurora 2, a mid-sized hybrid car sometime next year. The pinnacle of its Electro Pop vision is the Aurora 3 — the automaker’s new electric vehicle (EV) whose launch is scheduled for 2026.

Earlier, the company shared its mega investment plan worth 1.5 trillion won ($1.08 billion) by 2027 here to complete the vision for future mobility.

Renault Korea is also moving to reshape its brand identity for existing models. The formerly XM3 compact SUV will be sold under the new name of Renault ARKANA, and will be equipped with its new emblem. The firm’s best-selling QM6 SUV will also be equipped with the company's new emblem.

Source: https://www.koreatimes.co.kr/www/tech/2024/04/419_373596.html 

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