The Leaders Report
Renault KWID -The Brand of the Year 2017
India’s new favourite car – Zipping around city traffic or roaring down the highway, Renault KWID is the ideal car for you.
EXPRESSION OF GLORY
KWID entered a segment where well-entrenched players were ruling – selling 20,000+ units a month. This had led to a consumer mindset of “it is ok to settle for a compromise in cars and thus, in life”.The car’s target audience is the unbound Indian looking at an entry level hatchback, in the process of identifying their next destination –professionally and personally. The transition to a four wheeler gives a sense of settlement. KWID stands out from the competition in terms of its design, features and affordability. The looks and features of the Kwid enabled it stand out from the rest. Kwid enabled them to “Live for More” rather than settling for less.
BRICKS AND CLICKS
In 2005, Renault marked its presence in India. From then to now, Renault India has achieved many milestones. With the launch of the Renault KWID, Renault India registered a growth of 160% in domestic sales in December 2015. March 2010 marked the Inauguration of a state of the art Renault-Nissan alliance manufacturing facility in Chennai (investment of Rs. 4500 crores with a capacity to produce 400,000 cars per year)
RESOLUTE AND RESONANCE
For the unbound Indian, RENAULT KWID is a revolutionary new hatchback that defies the category norms thereby enabling the consumer to have new experiences by inspiring them to never settle for the ordinary which in turn leads to communication idea of “LIVE FOR MORE”
Keeping in mind the company’s target audience, The Kwid brand personality is Young , Exciting and Contemporary which in turn makes a positive connection. Subsequent to the launch of the KWID in 2015, the objective was to make the name ‘KWID’ resonate in the minds of India and get the target audience excited about the car. Taking this forward, the company developed unique digital properties such as India’s first virtual showroom to ensure an interactive user experience. The Renault KWID App has resulted in substantial bookings since its launch. In addition, engagement levels on social media have been outstanding with each campaign performing better than the previous one. Be it #KrazyForKwid, , #KWIDLife, which urged fans to creatively add excitement to their daily lives, or the #KwidCLIMBERStyle which got fans to create something unique in the blue and orange colours of the KWID Climber, each activity was greeted with enthusiasm and excitement.
A revolutionary, cutting-edge product with a distinctive, SUV inspired design and a number of segment shattering attributes such as – First-in-class touch screen MediaNav (Media + Navigation) screen. High ground clearance and best in class boot space. A product that is well-equipped with attractive features at a competitive price.
KWID is a ‘breakthrough’ model for Indian drivers, designed to redefine expectations within the segment.
Three key pillars for KWID:
- ATTRACTIVE – Aspirational design
- INNOVATIVE – Easy to drive with best in class Fuel Efficiency
- AFFORDABLE – Staying connected to the community <
Manufacturing facility in Chennai with an investment of Rs. 4500 crores with a capacity to produce 400,000 cars per year.
The Renault design studio in Mumbai is one of the 5 satellite global design studios for Renault.
Integrated logistics network to facilitate the export of automobile components to Renault plants around the world.