最新数据显示，今年4月，东风雷诺销量达到6188辆，1-4月，累计实现销量2.64万辆。2017年，东风雷诺设定了“确保6万辆、挑战7万辆、争取8万辆”的目标。虽然销量提升明显，但是对于东风雷诺这个单纯依靠SUV产品来打天下的合资品牌“后来者”而言，今年要面临的挑战显然会更大。雷诺亚太区主席、雷诺集团中国业务区高级副总裁兼东风雷诺汽车有限公司总裁福兰（Fran?ois PROVOST）在接受《每日经济新闻》记者采访时表示，虽然SUV市场竞争非常激烈，但东风雷诺有自己的特色竞争路线，包括设计、科技与体验三大部分。在本届上海车展上，东风雷诺推出了2017年科雷嘉，新增了1.2T涡轮增压车型，将入门价拉低至13.98万元的同时，价格区间得到进一步延伸。东风雷诺汽车有限公司常务副总裁翁运忠表示，加上有望于下半年引入的雷诺全球旗舰车型Renault ESPACE。福兰表示，雷诺今年底将推出首款电动轿车。翁运忠表示，截止到2016年底东风雷诺已有150家经销商，预计到今年年底能够达到200家。不过，对东风雷诺来说，轿车产品的缺失与品牌力的不足依旧是其最大的短板之一。在品牌层面，翁运忠说，“2017年东风雷诺营销的大目标是，希望在东风雷诺车型推出的第二年，强调我们的品牌。重要的营销事件有4月份的武汉马拉松、上海F1及上海车展以及下半年大规模的市场活动。”东风雷诺副总裁兼市场销售部部长陈曦表示，下半年或将通过进口的方式导入轿车产品，但是对于尚无轿车生产资质的东风雷诺来说，产品结构的短板所带来的品牌力影响依旧不容忽视。
Dongfeng Renault is to Accelerate Brand Building by Introduce its First New-Energy Car
According to the newest data, Dongfeng Renault’s sales of in this April and accumulate sales during January to April have reached 6,188 units and 26.4 thousand units respectively. It has set up goals for 2017 to “Ensure 60K units sold, Challenge 70K units and struggle for 80K units’ sales”.
Dongfeng Renault is to confront with more challenge this year as a joint-venture brand with only SUVs.
Francois PROVOST——chairman of Renault’s Asia-pacific area, SVP of Renault Group’s Chinese Business Region and president of Dongfeng Renault Automobile Co., Ltd, said when interviewed by reporters from National Business Daily that, although the SUV market is witnessing a fierce competition, Dongfeng Renault has its own featured route for competition which including designing, technologies and experiences.
In this year’s Shanghai Auto Show, Dongfeng Renault listed the 2017 Kadjar, which was added with 1.2T turbocharging models and has reduced its price for enter-level model to 139.8K yuan while having a more wide price ranges. Mr. Wen Yunzhong, executive vice president of Dongfeng Renault Automobile Co., Ltd, said that Renault will speed-up the layout of products with the addition of its global flagship model——Renault ESPACE by the second half of this year.
Francois PROVOST also revealed that, Renault will list its first electric sedan by the end of this year. Mr. Wen Yunzhong said that, Dongfeng Renault has already had 150 dealers by the end of 2016, which is expected to be 200 by the end of this year.
However, the lack of sedan and brand force are still disadvantages of Dongfeng Renault. Mr. Wen Yunzhong said that, the biggest marketing goal of Dongfeng Renault in 2017 is to stress on its brand. There are several important marketing events like the marathon in Wuhan this April, F1 match and the auto show in Shanghai and a large-scale marketing activity in the second half year.
Mr. Chen Xi, vice-president and minister of the sales and marketing department of Dongfeng Renault, said that Donfeng Renault is to import sedans during the second half year, however, its disadvantages in product mix still cannot be ignored.