Renault designers on their interpretation of luxury [w/Video]Wed, 18 Sep 2013 00:00:00 -0700
Renault's design chief Laurens van den Acker and his design team have stressed how the Initiale Paris concept previews how Renault design's tactics will help steer clear of its rivals within the premium segment.
The concept – the sixth to be developed in the design strategy inspired by the cycle of life, now in the Wisdom stage – heralds Renault's return to the high-end market after a number of years. It was, therefore, important that the design be a positive rejection of traditional ideas of luxury, design director of concept cars Axel Breun believes.
Designer Choung Sun Oh goes to great pains to stress how the design team worked towards developing a highly original design to set them apart from rivaling brands upon re-entry.
The Initiale Paris concept, which previews the next-generation Espace, confirms Renault's intent to compete with its French rival Citröen's DS brand and embodies the brand's ambitions in the premium segment. Previous attempts at taking on the German brands with models like the Vel Satis and Avantime haven't been too successful, with both resulting in disappointing sales so Renault is hoping for a change in its fortunes.
Check out the video to the left to find out more about Renault's latest concept.
By Rufus Thompson