Renault is determined to launch its Initiale Paris upscale badge this year, with the first production model to debut at the Paris Auto Show this autumn – most likely the next-generation Espace MPV.
The Initiale Paris line is aimed at affluent customers who are looking for premium cars but who find the traditional offerings from premium brands such as Audi, BMW and Mercedes-Benz too expensive.
The plan for the Initiale Paris badge was devised by Renault’s former Chief Operating Officer Carlos Tavares, now CEO for PSA Peugeot Citroën. Tavares initially wanted to make Initiale Paris a sub-brand, similar to Citroën’s DS brand and Ford’s Vignale line.
Dominique Thormann, Renault’s Chief Financial Officer, confirmed that Tavares’ plan will be continued and said that the French carmaker plans to reveal an Initiale Paris model at the Paris Auto Show in October. The model is likely to be a production version of the Initiale Paris crossover concept revealed at the 2013 Frankfurt Auto Show (pictured), namely the next-generation Renault Espace.
“Initiale Paris it not a stop and go approach. We’ve been rebuilding a more premium feel in a certain number of limited vehicles, approaching it on technologies and in segments that we control and can understand. You’ll get a good example of that in the Paris show in October,” Thormann was quoted as saying by AutoNews Europe.
The executive added that Renault will increase its presence into the C and D segments after the introduction of the Twingo this fall. Furthermore, in 2015 and 2016, Renault will be launching larger vehicles developed for the Chinese market with a more upscale consumer in mind.
By Dan Mihalascu
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