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[Édito] Automotive: back to the future – Debates


Out of inspiration? Late Pierre Cardin readily confided that, as fashion is destined to go out of fashion, the talent of the creative is to know how to make new with old. In the world of automotive ready-to-wear, tastes and trends also have the force of law. Health crisis or not, traditional sedans are slipping. Families no longer have Chimene’s eyes for people carriers. SUVs take over and may end up getting bored. As for the prolific city car market, it is so congested that it is futile to earn money there. Called “Renaulution”, the major recovery plan for Diamond is in the image of its author, Luca de Meo. This man of the art loves the product above all, which makes him almost the exact opposite of Carlos Ghosn. After his debut at Renault, he made a career at Fiat, then at Seat. In the Italian group in search of novelties, its feat of arms is to have relaunched the mythical 500 and saved the brand from an announced collapse. In Spain, the decline of Seat, owned by Volkswagen, seemed irreversible. De Meo was able to turn the tide, pushing the brand upmarket, restoring profitability. At Renault, it will, unsurprisingly, both Fiat and Seat. By resuscitating the iconic R5 of the 70s, by making Alpine the spearhead of the electric sports department, by reinventing the Lada Niva 4×4 from the Cold War, its vintage operation aims to create an electric shock. The R 16, R 5, Espace and first Scénic invented the silhouettes of the Renault before. It is now imperative to shake up the house culture and a conservative brand image. Paradoxical or not, the recipe has proven itself.




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