Renault reaches young Koreans through EWays ElectroPop
Renault Korea is making significant strides in reshaping its brand identity to resonate strongly with the younger demographic. At the centre of this initiative is the imminent debut of its highly anticipated hybrid SUV dubbed Aurora1, set to make its grand entrance at the 2024 Busan International Mobility Show in June.
The Aurora project aims to develop three new vehicles, including two hybrid models and one pure EV. As part of the project, Renault Korea is striving to increase its domestic market share to 5 percent by 2027, a jump from the current 2 percent. To support this, the company is injecting 500 million euros (9.94 billion ZAR) into its Busan facilities. Additionally, there are plans for an additional 1 billion euros investment in future electric vehicle production in partnership with Polestar and Renault.
Renault Korea’s Busan plant, home to the assembly of its popular XM3, has been singled out as a crucial location for the production and development of Renault’s top-tier D and E segment vehicles, aimed at markets outside of Europe.
Electro Pop Strategy
Embracing the ethos of “Nouvelle Vague,” Renault Korea is crafting a fresh corporate vision that promises sophisticated mobility experiences. A key aspect to this is the adoption of its iconic losange emblem for flagship models like the QM6, replacing the “storm’s eye” logo.
Further, the company introduced a fresh brand strategy dubbed “Electro Pop,” which combines Renault’s rich corporate heritage with cutting-edge innovations and technology. This strategy is structured around three key pillars tailored to a younger clientele:
- Electrification: Based on E-Tech electrification technology, which incorporates hybrid and pure electric vehicle advancements inspired by Formula 1 motorsport expertise.
- Connectivity: Enhances the driving experience by focusing on Renault’s advanced infotainment system, OpenR link
- User safety: Human First program that prioritises safe driving above all else.
The French automaker’s local subsidiary has opened the doors of its Renault Seongsu flagship store in eastern Seoul, offering enthusiasts the opportunity to test-drive vehicles and immerse themselves in the brand experience.
Renault Korea’s Future Strategy
Looking ahead, Renault Korea’s roadmap includes the launch of the Aurora series, comprising hybrids and EVs designed to set new benchmarks in sustainable mobility. Existing models will also see changes, with the XM3 compact SUV now rebranded as the Renault ARKANA featuring the new emblem that signifies the brand’s evolution. Similarly, the ever-popular QM6 SUV will sport the emblem, and be rebranded as the new Renault QM6 to signal its place within the global Renault portfolio.
“The XM3 will transition to the Arkana name to align with (the car’s) global identity. And the SM6 will remain unchanged as we’re moving away from further developments with it,” said Renault Korea CEO Stephane Deblaise.
