INNOVATION

Home > Innovation > Design universe > Renault's Design strategy

RENAULT'S DESIGN STRATEGY

Renault's new Design strategy, launched in 2010 under Laurens van den Acker's direction, is centered around the idea of the cycle of life. Renault, with this strategy, focuses on the human and follows its clients throughout life. Each concept car, revealed since the 2010 Paris Motor show, illustrates a phase of that cycle. The new Renault concept car derived from this strategy, will be revealed at the Milan Triennale on April 8, 2013.

The cycle of life 

Laurens van den Acker, Vice President, Corporate Design and Axel Breun, Director Design of Concept & Showcar in front of DeZir

Inspired by Renault’s new signature – Drive the Change – and under Laurens van den Acker's direction, the Brand's Design is digging deeper into its roots. Renault's identity, a truly people-centric company, is fully expressed in a new strategy based on the cycle of life.

This vision connects the Brand to its customers by following them throughout life : when they fall in love, head off on a journey, start a family, work, play, and reach wisdom…


Centered around life and the human, the new strategy defines a new stylistic language inspired by three keywords, reflecting the Brand’s vision: simple, sensual and warm. These new formal codes will be reflected in the future cars to be produced by Renault.

 

Each step of the cycle of life, symbolized by a "petal" in Laurens van den Acker's Design strategy, is illustrated by a concept car. 

 

"DeZir was about our customers falling in love. With Captur, they explore the world and with R-Space, the time has come for them to start a family." - Laurens van den Acker, Vice President, Corporate Design

Emotional design 

DeZir, revealed in 2010, first opus of the cycle of life Design strategy

Captur and R-Space, the two concepts revealed at the Geneva 2011 motor show

Frendzy, introduced at the Frankfurt 2011 motor show, "work" phase of the strategy

After paving the way with DeZir and revealing Captur and R-Space in Geneva, Renault continues to unveil its Design strategy, one of the levers of Renault 2016 - Drive the Change.

 

First project managed by Laurens van den Acker and revealed during the 2010 Paris Motor show, DeZir illustrates the "falling in love" phase of the cycle of life. This sporty concept car is a statement of Renault’s commitment to a more emotional design. With its blood red color and sensual profile, DeZir is a pure expression of passion for cars. Driven by an electric motor, DeZir reconciles environmental protection and automotive elegance.

 

Captur takes as its basis the fundamental design language introduced with the DeZir concept car, while adding a more technical dimension – more functional but still highly sensuous. Revealed in February 2011, when Renault 2016 - Drive the Change was announced, the concept car inaugurates the "Explore" phase of the new Design strategy.

 

Third phase of the cycle of life, R-Space brings together qualities long-considered as opposed, namely family friendliness and sportiness, functionality and sensuality. It answers the expectations of a large proportion of our modern society.

 

Frendzy symbolizes the work phase of the strategy. It is efficient and modern as a work tool, yet sporting and warmly welcoming for the family. It is 100% electric and features a 37-inch widescreen display, a roof made out of fabric that adapts to the shape of bulky objects and center opening doors.

 

The new Renault concept car, illustrating the "Play" phase of the Design Strategy, will be unveiled at the Milan Triennale, on April 8, 2013 at 12:00pm. Click on the link above to watch the teaser trailer.