Renault UK : advertising & marketing assignments

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Selected Renault advertising

The UK has traditionally been an important market for French automobile giant Renault, but performance has been enormously mercurial for most of the past decade, with large swings in sales from year to year. Between 2002 and 2012, for example, local volumes plunged from almost 200,000 passenger cars to under 41,000 units after French HQ ordered that all models in all global markets were required to be profitable. Multiple low-margin models including the Espace, Laguna and Modus were dropped, prompting knock-on cuts to Renault's dealership network, which was reduced by a third. The fall in volumes, set against an increase in the UK market as a whole, was the worst performance by any major manufacturer. As a result, however, the UK group managed to return to profit in 2013 for the first time since 2007. Unit sales recovered after that, with passenger cars rebounding by 2016 to a five-year high of over 85,000 passenger cars, before declining again. The figure for 2018 was 62,200. Best-sellers were the Captur and Clio at 22k and 21k respectively. LCV sales slumped to 15,600 (from 25,000 units two years earlier). Since 2011, the group has also marketed sister brand Dacia in the UK, with sales of another 24,200 units. Vincent Tourette is local managing director. Turnover for 2017 was £1.38bn, with profit of £12.2m. The Renault brand has been imported into the UK since 1902, and even set up a local manufacturing facility in the 1950s. Since 1961, though, all cars have been imported. See also the full Adbrands profile for Renault. Adbrands does not currently offer a separate business profile for Renault UK but subscribers may access account assignments and contact information for the company. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 10th April 2019

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