Renault is making a fresh start in South Korea.
Renault Korea announced on the 3rd that it will change its name from Renault Korea Automotive to simply ‘Renault Korea’ and update its official emblem from the eye of the storm to the diamond-shaped Renault emblem ‘Lozenge.’
This name and emblem change reflects Renault’s effort to actively share the values of the 125-year-old French automotive brand with domestic consumers, signifying its transition from a car sales and manufacturing company to a beloved mobility brand in Korea.
Consequently, Renault Korea will also update the names of some vehicles currently sold in the domestic market. The XM3, which has gained significant popularity in overseas markets like Europe, will be launched as the ‘New Renault Arkana,’ reflecting the same name and emblem as the global model. The QM6, which enjoys high familiarity and recognition in the domestic market, will be sold as the ‘New Renault QM6’ with the updated Lozenge emblem applied to its existing name. The SM6 will retain both its name and emblem in their original forms.
Alongside the name and emblem change, Renault Korea plans to implement Renault’s new brand strategy, ‘Electro Pop,’ in the domestic market.
Renault’s Electro Pop brand strategy focuses on three core technologies: the Renault E-Tech electrification technology, encompassing hybrid and pure electric vehicle technologies based on motorsport F1 know-how; connectivity technology centered around Renault’s advanced infotainment OpenR link, which helps enhance the driving experience; and the Human First program, which prioritizes user safety.
Through the Electro Pop strategy, Renault aims to offer a distinctive consumer experience that combines the latest innovative technologies and trends with the French heritage characterized by design and practicality.
In the domestic market, Renault will launch a new hybrid mid-sized SUV (project name Aurora1) in the second half of this year that applies the globally renowned CMA platform with the latest French design sensibility and innovative technology. Renault Korea plans to enhance its reputation as a provider of top-tier products and services in the industry, starting with this new model.
Alongside this strategic announcement, Renault Korea has opened its first flagship store in Seongsu, ‘Renault Seongsu,’ to provide special customer experiences. Renault Seongsu is designed as a multi-cultural space where customers can enjoy various experiences, including a showroom and service center, a cafe, a pop-up store, and sales of ‘The Original’ Renault items.
Renault Seongsu has been developed on the first and second floors of the existing building constructed in 1995, aligning with Renault’s new global marketing standards. The design reflects Renault’s identity, including unique patterns inspired by the works of French artist Victor Vasarely. The interior features Korean details in everything from tiles to furniture and decorations, completing a truly unique design.
Meanwhile, Renault Korea recently announced plans to invest 118 billion KRW in facility upgrades for future vehicle production, including hybrids and electric vehicles, at its Busan plant over the next three years, as well as to hire 200 new employees.
Jin Sang Lee daedusj@autodiary.kr