Renault is planning on launching its new Initiale Paris badge this year at the Paris Auto Show. This badge will come with plenty of new features and materials that will make current Renault vehicles feel more luxurious. The line is meant to offer people who are looking for more luxury in their vehicles, but are not ready to move up to the premium brands, like Audi, BMW and Mercedes-Benz.
The Initiale Paris badge is actually the idea of former Renault Chief Operating Officer Carlos Tavares, who now is the CEO of Peugeot/Citroen. It was meant to compete with Ford Vignale line, which offers luxury features for Ford vehicles instead of the Lincoln luxury brand which operates in North America.
The model that is to debut with the Initiale Paris badge is most likely going to be a production version of the Initiale Paris crossover concept that was revealed at the 2013 Frankfurt Auto Show, in other words the Renault Espace.
With the Twingo coming out this fall, I can't help but wonder if it will also receive the the Initiale Paris treatment. Do you think that would be something that people would buy into? It may not make sense to take a vehicle that is supposed to be affordable and make it more expensive. Then again, there aren't many luxury vehicles in this segment, and the Initiale Paris line is not full-on luxury, it is more of a semi-luxury, so perhaps the Twingo would be perfectly suited.
“Initiale Paris it not a stop and go approach. We’ve been rebuilding a more premium feel in a certain number of limited vehicles, approaching it on technologies and in segments that we control and can understand. You’ll get a good example of that in the Paris show in October,” said Dominique Thormann, Renault's Chief Financial Officer.