France: Renault is unveiling a certification programme for specialist technicians aimed at enhancing the appeal of its historic vehicles. This initiative will compete with established brands like Porsche and Ferrari, supporting classic car owners with targeted recommendations and comprehensive resources for vehicle maintenance.
Renault is set to enhance the allure and marketability of its historic vehicles with the introduction of a new certification aimed at specialist technicians and suppliers. This initiative is strategically aligned to rival established programmes like Ferrari Classiche and Porsche Classic, which have gained recognition for their commitment to classic car enthusiasts.
The certification programme will feature tailored recommendations for different garages based on specific models and services. For instance, owners of classic Renault 5 vehicles will be directed to experts with extensive experience in maintaining and restoring this iconic 1970s supermini.
This initiative is an extension of Renault’s The Originals division, which focuses on promoting the brand’s historical models and selling associated merchandise. The approval process will initially encompass eight garages, all located in France, with plans to gradually expand this network to a total of 25 approved facilities across the country. By doing so, Renault aims to ensure that approximately 80% of the French population is within 100 kilometres (62 miles) of a certified specialist. Following this national rollout, Renault has expressed intentions to explore international expansion.
In line with the new certification service, Renault has also made available 50 original repair manuals for its classic models online, providing them free of charge. Additionally, the company has produced a series of instructional videos to guide owners in the maintenance of their vehicles.
Speaking at the Rétromobile classic car show, Renault’s marketing director, Arnaud Belloni, articulated the brand’s motivations for this focus on heritage. He acknowledged that the benchmarks for excellence in the classic car restoration market are undoubtedly set by brands such as Porsche and Ferrari, who have effectively catered to collectors over the years. “Clearly, the reference is Porsche and Ferrari, because they really take care of the collectors,” Belloni said.
Belloni indicated that capitalising on Renault’s legacy is a strategic response to the influx of younger and highly competitive automotive brands emerging from China. He noted the importance of possessing a strong brand heritage, remarking, “there is no strong brand in the world without legacy”. He further elaborated that while newer brands might find success, those with a rich history possess intrinsic advantages.
Additionally, Belloni highlighted the financial implications of branding rooted in legacy. He explained that economists recognise legacy as a critical asset for a company. “Each time you valorise legacy; each time you respect legacy; each time you talk about legacy, make it alive, you are stronger,” he asserted, emphasising the correlation between events centred on legacy vehicles and the overall value of the company’s product range.
Renault’s commitment to showcasing its historic models and creating supportive infrastructure for their maintenance demonstrates a proactive approach in a competitive market, aiming to strengthen connections with both current and future classic car enthusiasts.
Source: Noah Wire Services
