renault kwid (1)

7/25/2019 Renault Kwid (1)

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RENAULT KWID

BACKGROUND:

Renault is a French multinational automobile manufacturer established in 1899. The company

produces a range of cars and vans, and in the past has manufactured trucks, tractors, tanks,

buses/coaches and autorail vehicles.

Renault ndia !vt "td is a #holly o#ned subsidiary of Renault $.%. t founded in &''( in ndia and

commenced its operation in &''8 #ith opening production facility ion )hennai. t also has vehicle

design studio set up first time ever by any foreign company in ndia. )hennai production plant has

production capacity of * lakh per annum. t has 1(& dealers across ndia +$eptember &'1( data.

Product Line of Renault India Pvt Ltd:

Kid- t is the entrylevel hatch back car priced at &.( lakh +e0sho#room elhi

Pul!e- t is a is a mini car priced at (.'2 lakh +e0sho#room elhi

"cala t is a compact sedan priced at 3.3 lakh +e0sho#room elhi

Du!ter- t is a compact sport utility vehicle +$45 priced at 8.2 lakh +e0sho#room elhi

Lod#$ t is a compact multipurpose vehicle +6!5 priced at 8.2 lakh +e0sho#room elhi

%luence t is a family sedan car priced at 1*.3 lakh +e0sho#room elhi

Koleo!- t is a compact $45 priced at &2.( lakh +e0sho#room elhi


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RENAULT KWID:

The Renault 7#id is an entrylevel mini $45 manufactured by the French car manufacturer Renault,

intended for the ndian market. t is priced at &.( lakh in elhi for its basic version +e0sho#room.

% concept version #as unveiled in February &'1* #hile the production version #as unveiled in 6ay

&'1(.

"IA& '"ociet$ of Indian Auto(o)ile &anufacturer!* Cla!!ification of

Car!:

"IA& cla!!ification of Renault India Pvt Ltd +roduct line

"PECI%ICATION":

The belo# table sho#s the comparison of Renault 7#id #ith competitors in terms of various

specifications.


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!assenger )ar 6arket inndia

Hatchback

micro

mini

compact

Sedan

entry levelsedan

compact

Executive

Premium

Luxury

Super Car

Sports Car

Van

MUV

Jeep

SUV

Co(+ari!on of Kid it, co(+etitor!- +roduct!

7#id #as introduced at the lo#est price in the product line of Renault by stretching do#n its product

line. t is e0pected to become traffic master for Renault.

IDEA GENERATION

ithin !assenger )ar market entry level atchback is having the biggest market share.

atchback cars can be further classified as mini, micro and compact based on car length andengine displacement.


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Idea ./ 0atc,)ac1 car t,at i! econo(ical

Idea 2/ 0atc,)ac1 car it, )etter de!i#n

Idea 3/ 0atc,)ac1 car it, (ulti+le feature!

$ince ndian middleclass is e0panding and aspirations of people are bigger, car #hich is

economical, has better design and gives good mileage #ill be fits better for this market.

CONCEPT DE4ELOP&ENT

n &'1&, Renault decided to develop a lo# cost %segment car on the )6F platform. The ):; of the

company )arlos ect manager for the

Renault &( body, product manager for :ngines in 1991 and po#ertrain manager in 1993. Three years

do#n the line, "ouis $ch#eit@er, then ):;, asked etourbet to set up the companyAs lo#cost car

programme.

There #ere several conflicting ideas from various heads of departments regarding the 7#id, each

backed by a campaign of its o#n. The biggest hurdle for the company ho#ever, #as perhaps the

differences of opinion bet#een etourbet and "aurens 5an en %cker, the senior vice president of

corporate design. ith etourbet being the more mathematical and minimalistic type, every detail on

the car needed to serve a purpose B right from the engine to the overall design. en %cker on the

other hand is a bit more on the e0travagant side. =aturally, their ideas conflicted and each #anted his

o#n proposals and ideas for the 7#id to be pushed for#ard. Finally, ho#ever, Renault did manage to

find some middle ground and got everyone aboard the same boat.

t #asnAt easy for etourbet to persuade ndian suppliers to invest in capacity e0pansion either.Forming a supplier base that met RenaultAs budget took some time and some compromises such as

terminating contracts #ith those that later communicated their inability to supply components at

agreed rates.

hile designing the 7#id, RenaultAs goal #as to develop a car that costs as much as an %segment

car, but feels like a Csegment car.

CONCEPT TE"TING


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Renault 7#id is for those #ho #ant better ?uality and stying at lo#er prices. t is for those

#ho have high aspirations.

4ariant!:

Renault Kid "tandard Clack bumpers and steel #heels and full si@e spare, $ingle tone

dashboard, igital instrument cluster,


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Car

Poer

!echnolo"y

#$terSalesService

Milea"e

SpareParts

#vailability

%rand

Price

&esi"n

Utilit$/

t is used for daily commuting #hich has look of $45 #ithout compromise in mileage

Ta#line/Live for More

Li1ea)ilit$ 8 $45 look #ill create likeability among youth

%actorial! of an Entr$ level 0atc,)ac1 Car:

DFactorial of Renault 7#idH esign, mileage and !rice

5 factorial! of co(+etitor!:

6aruti $u@uki %lto 71'H 6ileage and Crand

6aruti $u@uki %lto 8''H 6ileage and !rice

atsun


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BU"INE"" ANAL9"I"

Co(+etitor!:

6aruti $u@uki %ltoH t #as introduced in ndia by 6$" +6aruti $u@uki ndia "td in the year &'''. t

is currently available at the price of &.(3 lakh +e0sho#room elhi for basic version. $ince &'1& it is

named as %lto 8'' #hich caters as entry level car.

6aruti $u@uki %ltoH t is the upper version of %lto 8'' introduced in &'1&. t is priced at 2.' lakh.

yundai :onH yundai introduced it in ndia in the year &'11.t is priced at &.88 lakh.

agon RH t is also a product by 6$". t #as introduced in the year 1999. t is priced at 2.31 "akh.

atsun


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Auto E;+o:

The %uto :0po is a biennial automotive sho# held in =e# elhi, ndia. t is %siaKs largest and the

#orldKs secondlargest motor sho#. The e0po is organi@ed at !ragati 6aidan and is organi@ed >ointly

by the %utomotive )omponent 6anufacturers %ssociation +%)6%, )onfederation of ndian ndustry+) and $ociety of ndian %utomobile 6anufacturers +$%6. (,1,''' people visited the sho#,

#ith 9',''' attended on the last day. 6edia from over 19 countries also visited the sho#. 2G *G

&edia Covera#e:

NDT4 / Renault took the #raps off its latest concept car the 7#id at the recently concluded %uto:0po in elhi. The debut #as a bold statement from the French carmaker as it #as the first time it

#as sho#ing a concept outside of :urope. That it chose ndia to do it is also not lost on me for sure.

The 7#id is every bit the concept car in its looks, appeal and to some e0tent, the e0aggerated

proportions. Cut despite that, there lies a message #ithin this design study one that points to future

styling cues, segments of interest and even si@e of vehicles that Renault is looking at keenly. The car

is part dune buggy and part $45, and stays belo# * metres in overall length. This #e kno# is an

ndian regulation that allo#s manufacturers to benefit from lo#er ta0ation, since the car gets

categorised as KsmallK.

The carKs grey and yello# e0terior is not so much about the Renault corporate colours, but instead also

dra# on the ndian theme. The design team that #orked on the 7#id comprises French, Cra@ilian andndian designers #ho #orked on various aspects interior, e0terior design, trim, etc at RenaultKs

facilities in the three countries. The carKs colour and trim designer is =eha "ad, and she says the grey

is meant to represent the ndian landscape and earth, #hile the yello# signifies the hues of ndian

spices and flo#ers like the marigold. Kll believe it, co@ thatKs #hat they say but time it really is >ust

more about the Renault logoL The interior designer is 6ishu Catra again an ndian, and he too has

stayed true to the re?uirements of the ndian family, but #ith a t#ist by making the car a (seater

#ith 2 seats in front and t#o in the back. The carKs looks conceal a fairly roomy interior. The lo#

roofline not#ithstanding, the insides are surprisingly spacious. The design study is in concept stage,

and so the seats are finished in a lattice#ork frame, #ith the actual seat inside that frame#ork to

give a sense of airiness and that is in keeping #ith the fact that the concept has been inspired by

ndia. The idea is to have seats that stay cool in hot climate. The driverKs seat is in the middle, #ith thesteering mounted as such too, but then this is a concept car, so getting ?uirky goes #ith the territoryL

There are cameras instead of rear vie# mirrors and their output gets displayed at the top ends of the

dash, and there is some futuristic s#itchgear #hen it comes to the controls, and even the dual@one

mock climate control system. (G

Auto Car India:

he 7#id impresses #ith its outrageous and adventurous character. Flipup doors, large, 2'(/(' R1

tyres, a MFlying )ompanionA +a remote control helicopter, in case you #ere #ondering in the back,

cameras instead of rearvie# mirrors, a central seating position and aircraft yoketype steering #heel

give it that necessary concept car appeal. o#ever, peel a#ay the concept car e0travagance and you

#ill see solid substance, something you could see maybe on future Renault compact $45s. $lim


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headlamps that pop out at the corners, a chunky s?uare form, #heels pushed out to the corners and the

use of te0turing to create a more feel some look are some cues #orth looking for#ard to. hat adds

to the seriousness of the 7#id is that it is a subfourmetre car, and has been designed in collaboration

#ith RenaultKs designers from ndia, Cra@il and Russia. T#o of those markets are Ford :co$port hot

spots. G

Brand A()a!!ador:

!rior to the launch of 7#id, Renault released a KsoundK campaignfeaturing actor Ranbir 7apoor, in

collaboration #ith music composer %R Rahman. The creatives #as conceptualised by "E7 $aatchi

and $aatchi, built along the brandKs tagline K!assion for "ifeK.

Ca(+ai#n:

The core target group of the brand is young, progressive ndians #ho are looking to fill their lives#ith enriching e0periences. The campaign is launched on television, digital, print and ;; mediums,

#ith specific targetting of top 2' ndian cities in the automobile category. The campaign #ill be

televisionheavyN the ad aired on ' channels across


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%t present sales of passenger cars is 2 million in ndia. 6aruti $u@uki dominates market #ith *&

market share. The figure belo# sho#s the market share of different companies.

The table belo# sho#s the highest selling entry level hatchbacks of &'1*.

6aruti $u@uki %lto &*&&*8

6aruti $u@uki agonR 1*921

yundai


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Renault !ale! nu()er in Au#u!t )efore t,e launc, of 1id

Renault !ale! nu()er in "e+te()er after t,e launc, of 1id


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Renault Kid 8 "e#(entin#> Tar#etin# and Po!itionin#

Parent

Co(+an$Renault India Pvt Ltd

Cate#or$ atchback

"ector %utomobiles

Ta#line?

"lo#an"ive for 6ore

U"P $mall car #ith design of $45 affordable as compared to competitors

"TP

"e#(ent !eople #ho prefer value for money cars and e0pect #ell designed cars

Tar#et

Grou+ 6iddle class and uppermiddle class, #orking professionals belo# age of 2'

Po!itionin# % car aspirational ndian

"WOT Anal$!i!

"tren#t,

1. ay ahead in terms of design in the entry level segment and at affordable price

&.


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RE%ERENCE:

1GhttpH//aliste#artandco.com/thefieryredmanager/

&G The )olour )ode, Taylor artman !h.., $C= 938188'3*'21

2G httpH//###.rediff.com/business/slidesho#/slidesho#1autoe0po&'1*endsover(1lakh

visitorsattendtheevent/&'1*'&1&.htm

*GhttpsH//en.#ikipedia.org/#iki/%utoS:0po

(GhttpH//auto.ndtv.com/revie#s/firstdriverenaultk#idconcept28'&(

GhttpH//###.autocarindia.com/autorevie#s/renaultk#idconceptrevie#testdrive23&*(.asp0

3GhttpH//###.afa?s.com/ne#s/story/*(2(SRightproductrightcostandrighttimingensurethe

successofacar$umit$a#hneycountry):;6Renaultndia;perations

8GhttpH//###.statista.com/statistics/218('/indianpassengercarmarketshare/

9GhttpH//gaadi#aadi.com/october&'1(carsalesanalysisinindia1'1(21/

1'G httpH//###.livemint.com/)ompanies/u5't"C&!co"/Firsttimecarbuyersget

morechoosy.html
http://alistewartandco.com/the-fiery-red-manager/http://alistewartandco.com/the-fiery-red-manager/http://www.rediff.com/business/slide-show/slide-show-1-auto-expo-2014-ends-over-561-lakh-visitors-attend-the-event/20140212.htmhttp://www.rediff.com/business/slide-show/slide-show-1-auto-expo-2014-ends-over-561-lakh-visitors-attend-the-event/20140212.htmhttps://en.wikipedia.org/wiki/Auto_Expohttps://en.wikipedia.org/wiki/Auto_Expohttp://auto.ndtv.com/reviews/first-drive-renault-kwid-concept-380625http://auto.ndtv.com/reviews/first-drive-renault-kwid-concept-380625http://www.autocarindia.com/auto-reviews/renault-kwid-concept-review-test-drive-372465.aspxhttp://www.autocarindia.com/auto-reviews/renault-kwid-concept-review-test-drive-372465.aspxhttp://www.autocarindia.com/auto-reviews/renault-kwid-concept-review-test-drive-372465.aspxhttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.statista.com/statistics/316850/indian-passenger-car-market-share/http://www.statista.com/statistics/316850/indian-passenger-car-market-share/http://www.statista.com/statistics/316850/indian-passenger-car-market-share/http://gaadiwaadi.com/october-2015-car-sales-analysis-in-india-101531/http://gaadiwaadi.com/october-2015-car-sales-analysis-in-india-101531/http://www.livemint.com/Companies/HuGI3pNzjJV0tLB2DPDcoL/Firsttime-car-buyers-get-more-choosy.htmlhttp://www.livemint.com/Companies/HuGI3pNzjJV0tLB2DPDcoL/Firsttime-car-buyers-get-more-choosy.htmlhttp://www.rediff.com/business/slide-show/slide-show-1-auto-expo-2014-ends-over-561-lakh-visitors-attend-the-event/20140212.htmhttp://www.rediff.com/business/slide-show/slide-show-1-auto-expo-2014-ends-over-561-lakh-visitors-attend-the-event/20140212.htmhttps://en.wikipedia.org/wiki/Auto_Expohttp://auto.ndtv.com/reviews/first-drive-renault-kwid-concept-380625http://www.autocarindia.com/auto-reviews/renault-kwid-concept-review-test-drive-372465.aspxhttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.afaqs.com/news/story/45365_Right-product-right-cost-and-right-timing-ensure-the-success-of-a-car-Sumit-Sawhney-country-CEO--MD-Renault-India-Operationshttp://www.statista.com/statistics/316850/indian-passenger-car-market-share/http://gaadiwaadi.com/october-2015-car-sales-analysis-in-india-101531/http://www.livemint.com/Companies/HuGI3pNzjJV0tLB2DPDcoL/Firsttime-car-buyers-get-more-choosy.htmlhttp://www.livemint.com/Companies/HuGI3pNzjJV0tLB2DPDcoL/Firsttime-car-buyers-get-more-choosy.htmlhttp://alistewartandco.com/the-fiery-red-manager/

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