However some of them begin to set the tone

Who has memorized that Renault, these days, promised to repay their new car to 100 French customers (68 new cars and 32 opportunity, to be precise) It was associated, as a sponsor of the France XV, disappointing the blue route in the 6 Nations tournament That group has launched the Denmark, with its partner Better Place, a system of exchange of batteries to start marketing its 100 electric sedans on-site As many blows of the sword in the water. Since the thunderstrike case of true-false spy in its ranks, publicized as never - onto the plateau of the "20 hours" of TF1-, the strategy of the manufacturer is hardly audible, as would say political scientists.

Before considering an action plan to restore an image that many perceive as seriously tarnished, rest to measure precisely to what extent it was affected by this case. At least in France. Because foreign markets, the media have not shelled the diamond with such intensity. Subscribed to a battery of studies of image, usually three or four times year (CSA, Ipsos, TNS Sofres, GfK...), the company is until late April or early May to analyze the cooler. However, some of them begin to set the tone. The latest barometer Posternak Ipsos, which measures each quarter the image of the brands, all sectors combined, ranked Renault 14 e ranked far behind Peugeot (1 er) and Citroën (2 e), followed by Intermarché and Leclerc. Especially, his "image index" dropped 16 points between October 2010 and last February.

Already, the staff of the constructor does not hide that the case of dismissals of three executives will leave marks on the image of Renault as a company. But it draws a white line between the 'corporate' and its range of cars, apparently, it, stay away from the stigma, according to another recent study, conducted by a separate cabinet. In other thorny episodes extensively relayed by the media (suicides to the Technocentre, relocation of the Clio 4 in Turkey future), the same phenomenon is was observed: the image of Renault as a society had certainly declined, but not that of his cars, according to Stephen Norman, Director of marketing world constructor.

More embarrassing on the merits: the embarrassing case occurs when the group just launched a long-term task to rebuild a solid image, and especially to address "systemic problems" that did go wrong in the past. "Between 1997 and 2003, Renault was the first in Europe, in volumes and market share." Then she moved from first to fourth, it has declined in volume and image. "In total, we have lost 200,000 sales over the period 2004-2008", details his marketing manager with franchise. A slide much obscured by the success of the sold low cost Dacia, under another badge line. This has not prevented, internally, identify the reasons: "two-thirds of these lost sales are due to a lack of conquest on competing brands, largely for reasons related to the design of our models." "One third comes from a lack of loyalty of our clients, himself mainly due to issues relating to the quality", continues the head of British origin.

The case of alleged espionage and the cancellation of managers did not occur as a Flash in a serene sky, confirmed from other sources. "The image of Renault was already behind before this crisis," stressed - on Cabinet studies Opinion Way. "Citroën has significantly more the wind on this plan: the mark is considered to be more rewarding, and was able to recreate a strong image as twenty or thirty years ago." Besides this, Renault seems very still. There many legitimate reasons for pride in its range, it lacks the success of truly unifying models. In Germany, for example, buying a Renault by default, because it is less expensive than others. "By the token, the disastrous handling of the recent case, which clearly highlights cantilever management, just piggyback to a substrate already quite weakened.

Well aware of this withering dating back quite far back, the Diamond brand prepares his rebound but still takes time. In any case, the response will not be based on new discounts, because the price of the car is not at issue, according to the Directorate. In addition, Renault can not afford to align its prices on those of the Dacia range. What is cruelly missing: "pivotal models", as seems to be the current generation of Megane. Signal found encouraging, this vehicle was released in 2008 is now purchased 40 due to its design, against an average of 25 in most other cases, argues Stephen Norman. And reliability is not trolling. Even two or three launches this type and the image of the constructor to be mechanically straightened, predicted.

The problem is that the next major event is set... to the world of Paris, in October 2012, with the start of the new-look Clio and Zoe, his electric cousin, sold 15,000 euros out of battery. Either eighteen months of patience before you assess the work of the new designer Laurens van den Acker, Mazda in from. Almost forever, given the fierce competition between European general practitioners, who are fighting on each segment. But it is difficult to see how the Group would launch an "action plan" intermediate in the absence of new products.