Renault began in 1899 and is currently the 9th biggest automaker worldwide. The company was nationalized in France in 1945 and privatized in 1996. Renault entered the Indian market in 2005 through a joint venture with Mahindra & Mahindra. While the Renault Duster compact SUV was initially revealed in 2009, it faced challenges in the Indian market due to ineffective branding, improper pricing due to high import duties, dated appearance, and poor localization with limited dealers and service centers. This resulted in lower sales compared to competitors like the Ford EcoSport and Chevrolet Enjoy.
Renault began in 1899 and is currently the 9th biggest automaker worldwide. The company was nationalized in France in 1945 and privatized in 1996. Renault entered the Indian market in 2005 through a joint venture with Mahindra & Mahindra. While the Renault Duster compact SUV was initially revealed in 2009, it faced challenges in the Indian market due to ineffective branding, improper pricing due to high import duties, dated appearance, and poor localization with limited dealers and service centers. This resulted in lower sales compared to competitors like the Ford EcoSport and Chevrolet Enjoy.
Renault began in 1899 and is currently the 9th biggest automaker worldwide. The company was nationalized in France in 1945 and privatized in 1996. Renault entered the Indian market in 2005 through a joint venture with Mahindra & Mahindra. While the Renault Duster compact SUV was initially revealed in 2009, it faced challenges in the Indian market due to ineffective branding, improper pricing due to high import duties, dated appearance, and poor localization with limited dealers and service centers. This resulted in lower sales compared to competitors like the Ford EcoSport and Chevrolet Enjoy.
Renault began in 1899 and is currently the 9th biggest automaker worldwide. The company was nationalized in France in 1945 and privatized in 1996. Renault entered the Indian market in 2005 through a joint venture with Mahindra & Mahindra. While the Renault Duster compact SUV was initially revealed in 2009, it faced challenges in the Indian market due to ineffective branding, improper pricing due to high import duties, dated appearance, and poor localization with limited dealers and service centers. This resulted in lower sales compared to competitors like the Ford EcoSport and Chevrolet Enjoy.
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Renault Beginning
• Established in 1899. • 9TH Biggest Automaker in the World in 2016. • World's biggest seller of light vehicles. • Renault Group • The French Government nationalized Renault in 1945. • In 1996 the company was privatized.
Louis Renault with his first car.
Renault In India • Entered in October 2005 • Joint venture with Mahindra & Mahindra. • Launch of Logan Competitors • Ford Ecosport and Chevrolet Renault Duster • Officially revealed on 8 December 2009 • Available in Europe from 18 March 2010 • Compact SUV by Dacia • Price range – INR 0.719 million to INR 1.13 million. Objective of our presentation • To identify the factors that effected the success of Renault duster so that we can come across with some salutation for Renault. Faced a dust storm Faced Facedaa dust storm dust storm • Ineffective branding strategy. • Improper pricing. -Not exactly a low-cost entry mid-sized car, -Only 50 per cent local sourcing, -Import of the engines from France, -Higher excise duty. Faced Faced a dust a dust storm storm • Poor performance of the car. -Its dated appearance (a tourist taxi image) • Poor localization. -Lack of company-owned network of dealers and service centers. • Never aggressively promoted. Faced a dust storm Faced a dust storm • Ford EcoSport and Chevrolet Enjoy, in the emerging compact SUV segment. • Duster’s smaller size and Poor image • Only five passengers as opposed to seven or eight of competitors.
Compact SUV Length (meters) Seating Capacity
Ford EcoSport 3.999 5 seaters
Chevrolet Enjoy 4.305 8 seaters
Mahindra XUV300 3.995 5 seaters
Renault Duster 4.315 5 seaters
The higher price-
• In 2013 union budget increased
excise duty on petrol variants of the SUVs.
• Only 50 per cent local sourcing.
• Import of the engines from
France. Compact SUV Price
Ford EcoSport Rs.6.75 Lakh - Rs.7.7 Lakh
Chevrolet Enjoy Rs.7.41 Lakh - Rs.7.51 Lakh
Mahindra XUV300 Rs 7.90 lakh - Rs 10.25 lakh
Renault Duster Rs.8.35 Lakh - Rs.9.12 Lakh
• Limited market penetration. - Fewer number of dealers. - Only Major City areas. - Limited service centers. - Limited market coverage. • Avoid mass advertising campaign and Focused more on online communications.
• Buzz marketing and social media marketing to promote the brand.
