New marketing director, strategy for Renault

RENAULT Australia has appointed former PSA Group government Felix Boulin as its new marketing director, changing Emma Pinwill who was within the place for virtually two years.


Mr Boulin will report on to Renault Australia managing director Anouk Poelmann, with whom he labored when Ms Poelmann relocated Down Under from Europe in 2017 to go up the newly shaped Peugeot Citroen Australia as Inchcape took over distribution of PSA Group manufacturers from Sime Darby Motors.


Ms Poelmann subsequently shifted to Renault earlier this yr and in addition just lately employed skilled former Inchcape government David Rodda as gross sales and community director.


Mr Boulin got here to Australia in 2014 as a PSA Group consultant, working with the unbiased distributor – Sime Darby after which Inchcape – throughout each the Australian and New Zealand markets and enjoying a key position in product and quantity planning.


Most just lately, he served as business supervisor for each the Peugeot and Citroen manufacturers, bridging product, marketing and gross sales features.


At Renault Australia, which is a manufacturing unit operation, Mr Boulin will oversee full marketing duty together with product planning, quantity planning and distribution, in addition to digital marketing and model promoting.


In a press release, Ms Poelmann stated: “Felix’s drive and business acumen is the right match for our dynamic group and his French contact and distinctive expertise can be an asset for the Renault model.


“With an all-new product line up on the way – starting with the launch of Kadjar last week, a renewed executive team and revitalised brand focus, the presence of the Renault lozenge is set for a resurgence on Australian roads.”


As nicely as the 2 most up-to-date recruits, the Renault Australia government staff consists of aftersales and high quality director Matthew Wright, finance director Monia Robin and human assets director Jennifer Gale.


Speaking to GoAuto on the Kadjar launch, Ms Poelmann mentioned the corporate’s marketing strategy going ahead, which she stated will focus closely on the model.


Asked whether or not there can be any modifications to the strategy with the change in marketing management on the firm, Ms Poelmann stated: “I feel within the marketing – and that has nothing to do with the individual – it’s essential to be very constant, very clear and never leap round and alter the message, first it’s this worth, then it’s this worth … no, it’s a phenomenal model, it has a number of worth.


“The yellow is a really daring assertion, it simply says lots concerning the internal (spirit) of the model, we have to present that to individuals, and we have to proudly present that to individuals.


“We have to proceed to repeat that very same message, and I feel that is the trail that we have now chosen now, I feel we misplaced it somewhat bit over time. We type of forgot about getting that model message throughout.


“And then (we’ll) have a really clear place for each product, in order that for the client it doesn’t matter what your way of life is, your loved ones state of affairs, your finances, and your private selection, there’s a automotive for that buyer.


“And I’m not talking about appealing to the whole of Australia – of course not – but to the customer group that feels associated with what the brand stands for.”


Ms Poelmann stated the core tenets of Renault’s marketing efforts have been “very consistent and very simple communication” based mostly round two key messages.


“We will be talking about the two strategic pillars of the Renault brand, and what is the Renault brand. It is basically two things: French design and easy life. And that’s what we will talk about,” she stated.


“With Renault, our slogan is ‘Make the Move’, and this is what we will consistently repeat and explain in all channels and all opportunities that are there.”


Renault has constructed up a robust following with light-commercial automobiles and its sporty RS hatchbacks, however has struggled with cementing its mainstream passenger automotive and SUV strains within the market.


Asked what the corporate can do to boost the profile of its mainstream mannequin strains, Ms Poelmann stated: “It’s so fascinating, I’ve been studying the final couple of weeks feedback within the press that Koleos is underestimated. It actually stands out from the gang. So it’s clear that this automotive has a lot potential, however for some purpose we’ve got not been capable of attain sufficient individuals to understand, ‘Have a look at it, put it on your shopping list, don’t overlook about it.’


“And that’s the character of quantity manufacturers, they all the time seem on everyone’s purchasing lists.


“We want to maneuver up that ladder and that takes time, it takes effort, it additionally takes constant communication, and being very clear and targeted on the issues which might be necessary to the model and to the top buyer.


“So what do I would like you to find out about this product? I can’t throw 20 issues at you as a result of you’ll overlook, so I have to throw one or two issues at you, then it sticks.


“And then I need to say it a couple of times or I need to reach you when you are on the internet and you are outdoors and you are talking to your friends, and then it starts to stay,” she stated.


Ms Pinwill joined Renault as head of marketing in March 2018 after a few years of service with Holden and General Motors, together with two years as Holden’s basic supervisor of brand name, media and sponsorships and virtually three years as marketing supervisor for GM International’s South-East Asia area, based mostly in Singapore.


Over an extra 13 years she additionally served in numerous positions at Holden together with basic supervisor of marketing (small and medium automobiles), district gross sales supervisor (Victoria), export supervisor, senior product planner, and model supervisor for small/medium automobiles and retail.

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