BRIEF
Renault as one of the most innovative French brands with 120 years of car building experience, along with one of the biggest alliance group.
They are finding it hard to adapt to the Chinese Lifestyle when the transitioning from an industrial / experience economy towards the knowledge economy. This had left Renault China stranded with 8 years into the market, but yet have a strong presence in Chinese consumers mind. Renault is eager to:the transition from an industrial / experience economy towards the knowledge economy. This had left Renault China stranded with 8 years into the market yet have a strong presence in Chinese consumers mind. Renault is eager to: uyet have a strong presence in Chinese consumers mind. Renault is eager to:the transition from an industrial / experience economy towards the knowledge economy. This had left Renault China stranded with 8 years into the market yet have a strong presence in Chinese consumers mind. Renault is eager to:yet have a strong presence in Chinese consumers mind. Renault is eager to:the transition from an industrial / experience economy towards the knowledge economy. This had left Renault China stranded with 8 years into the market yet have a strong presence in Chinese consumers mind. Renault is eager to: uyet have a strong presence in Chinese consumers mind. Renault is eager to:the transition from an industrial / experience economy towards the knowledge economy. This had left Renault China stranded with 8 years into the market yet have a strong presence in Chinese consumers mind. Renault is eager to:
“CAPTURE THE HEARTS AND SOULS OF NEW GENERATION CHINESE CUSTOMERS.”
SOLUTION
La Vie+ by Renault will bring 3 major change to the traditional automotive industry in China. First, the shift towards Product-Service System (PSS) business model where Car purchase action will become a monthly subscription plan for multiple mobility need for the household. Allowing different members in different life stage will be able to find the PSS that fits their specific needs. When the base of the new business develops upon a monthly subscription format, multiple add-on services, and lifestyle aids could then be easily introduced.
The first is Car and Ownership – where only La Vie+ users would be able to subscribe to a vehicle, instead of standard purchase.
Second – After-sales Service, where La Vie+ users would be able to get all car related services (maintenance, insurance, license etc.) as part of the package and would be able to use the new revamped 4S store model (will be explained later).
The third part is Lifestyle, where only users of La Vie+ would be able to access La Vie+ hub, platform, events and other areas, that will also be explained afterwards.
In this way, the three key areas of La Vie+ service would be executed via the following – car subscription model of business, a new decentralized system of 4S stores, La Vie+ hub and platform.
APPROACH & RESEARCH STRUCTURE
We had broken-down the given brief and look into the whole scenario into 3 areas:
Company
Context
Consumers
With intensive research and analysis in both macro & micro levels, allowing us to identify the current problem & mismatch in Company level. Where the alignment of brand value was not clear via the product and communication & necessary to shift their future value to adapt to a new economy, value chain & business model.
INSIGHTS
The Renault circle of life started off with love and closely related to love throughout their idea, whereas Chinese focus & base every stage of life on work & business. As it gives you the ability & options to pursuit different things in life.
The misalignment of values of Renault in Chinese consumers mind, the difference between French & Chinese expectation & sequence in various life stages. And most important, different perceptions of car and brands from different countries in comparison to their values in the Chinese consumer's mind.
We were able to update the Renault Circle of Life into a more relatable Chinese Circle of Life then linked the relevant values and needs into its’ core.
The life goal of Chinese millennials in pursuit of an exquisite life is one of the main drivers for our solution, combining Casual Luxury & French-ness for Renault to introduce a Chic Lifestyle as a mobility service provider along with the new La Vie+ Lifestyle services.
Innovation Foresight
Identifying unwrapping the upcoming milestones of future mobility in China. How the advancement of technology leads to a tipping point of mobility as a service revolution. Horizon scanning for different possibilities as well as where the opportunities lie.
