Dongfeng Renault's dynamic new Kadjar model targets young buyers

Dongfeng Renault launched its new Kadjar model last Tuesday in Wuhan, Hubei province - part of wider efforts to enrich the joint venture's product portfolio and enhance brand awareness, as well as an important step in its "Vision 2022".

With the highlight on design, technology and safety, the new Kadjar targets young buyers aged from 25 to 30 - and provides a number of upgraded intelligent features, including the Easy Link interconnected system and its Clean Air PM 2.5 purification system, a foil for any air pollutants.

The new model is also equipped with the advanced driver assistance system or ADAS, which is based on accident analysis and real road safety research. It led to products that can adapt to actual driving conditions, ensuring the safety of drivers and passengers.

Including two anniversary editions, the model has seven variants at suggested prices from 139,800 yuan to 194,800 yuan ($20,139-$28,061) to provide more choice for the young urban generation.

To attract more local customers, Dongfeng Renault is providing preferential policies to buyers of the new Kadjar, including the longest mileage warranty in its segment among the joint ventures - five-year unlimited or 120,000 kilometers of mileage warranty - and a free flow of the intelligent interconnected system for 10 years.

The joint venture between Dongfeng Motor Group and French auto brand Renault, Dongfeng Renault was set up in 2013 and launched the first localized Kadjar model in 2016. It now has built a complete SUV lineup, ranging from the compact Captur, Kadjar to the large-sized Koleos.

Francois Provost, chairman of Asia-Pacific Region, senior vice-president, China Operations, Groupe Renault, and CEO of Dongfeng Renault Automobile Co, said: "The new Kadjar, with a lot of new features, stands out more prominently in its segment and serves as the cue to our product offensive gearing up from next year.

"China is Renault's top priority," Provost said. "Renault is fully committed to developing the best product lineup for the country, fitting local customers' needs, tastes and expectations."

According to the joint venture's Vision 2022 released in late 2017, it will launch nine new models, focusing on SUV models, crossovers, new energy vehicles and sedans by 2022. Based on the new energy vehicle capacities of Renault, the largest EV automaker in Europe with a nearly 20 percent market share, the joint venture plans to launch three EV models in China by 2022, including the all-new pure electric K-ZE model, showcased at the Paris auto show in October. Dongfeng Renault will utilize Renault's special EV platform and zero emissions electric technology and take Chinese customers' demands into consideration - such as mileage range, convenience of charging piles, and comfort space - to provide unique and exclusive EVs in China, Provost said. To ensure the smooth operation of the Vision 2022, Dongfeng Renault contributed a great deal of local insights, resources and R&D capabilities to the enhancement of connectivity, navigation, voice assistance and other intelligent features that Chinese customers rely on in their daily lives, according to the company.

Five years ago, the automaker took 16 months to build a high-level modern factory with annual production of 150,000 vehicles and a high-end Research & Develop center to develop localized products in Wuhan.

According to the company, Dongfeng Renault is strictly following the quality management standards of the Renault-Nissan-Mitsubishi Alliance and promoting innovation in technology. As the production process speeds up, the complaints rate for after-sales problems is lower than the average level in the auto market, it added.

A series of strict performance tests and quality verification experiments were launched in the Wuhan plant as comprehensive test tracks were put into operation and the second phase of the technical center was completed.

Weng Yunzhong, executive vice-president of the company, said: "As a young joint venture, Dongfeng Renault relies on the experience of China's 40 years of reform and opening-up to face the opportunities and challenges of this important point of the auto industry."

This year, China's automotive market may see its first annual volume sales fall in more than two decades.

Laurent Diot, deputy general manager of the sales and marketing department of Dongfeng Renault, said: "Encountering this big challenge, we are still filled with vitality and fighting spirit."

This year, Dongfeng Renault is focusing on firming its foundation and plans to launch more products in the future, Diot added. Dongfeng Renault is also making an effort to enhance its brand influence in China.

Hong Hao, vice-president of Dongfeng Renault, said: "We will inherit the foundation of the 120-year-old French brand and endow it with Chinese characteristics."

One of the attempts is to cooperate with the Wuhan Marathon. As the title sponsor of the Dongfeng Renault Wuhan Marathon from 2016-18, Dongfeng Renault said it has striven to make the event a good platform to share its brand spirit and has decided to sponsor it for the next three years. In the future, Dongfeng Renault will create more interesting interactive experiences and pass on the concept of a positive and healthy lifestyle and a fearless approach to challenges, qualities which are advocated by the company.

caoyingying@chinadaily.com.cn

(China Daily 12/03/2018 page19)