Renault marries German consistency with French creativity as the brand ‘grows up’

Renault is going through that awkward transition from teenager to adult. While it had a clear positioning as a French brand in the 1990s and early 2000s, this has become more muddled as it looks to “grow up” and become a more global brand.
For the last two-and-a-half years it has been the job of Bastien Schupp, vice president of brand strategy and marketing communications, to steer the French car manufacturer away from almost 120 years of ‘Frenchness’. That doesn’t