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Renault puts focus on 4Es

Renault dealers will have to start swotting up on their ‘4Es’ if they want to hit the targets set by boss Carlos Ghosn in his 2009 plan.

Ghosn set the strategy earlier this year, and while the main thrust lies with Renault itself, dealers are expected to buy in when it comes to customer service. That means embracing the 4E philosophy: Excellence, Everywhere, Everyone, Everytime.

Ghosn’s emissary, Renault senior vice president for public affairs Luc-Alexandre Ménard, had lunch with several dealers last week to explained what’s needed.

The 2009 plan has three main objectives: to improve quality and commit to achieving top three quality status with the new Laguna to be launched next year; to increase volumes by 800,000 vehicles per year; and to increase profitability, reaching an operating profit of 6%.

Ménard says: “So far the quality surveys are very positive, particularly with Clio III launched last year and so we are on track to be in the top three with Laguna.”

He says the 2009 strategy plan’s most important commitment is the decision to invest in 26 new products over the next three years, starting with the Koleos crossover in 2008.

Ménard will also be visiting dealers in their showrooms. “From the dealers’ point of view, they want to know if our commitment to new product launches is correct and I can tell them ‘yes’. Will Laguna be in the top three? Again the answer is yes,” he says.

“In exchange, our dealers must have the correct processes in place to ensure that their customers are happy, particularly when it comes to sales and aftersales. I have been to see how 4E operates at our big west London dealership and you can already see the changes.”

Customers are treated to the sight of a cover being pulled off their new car and they are given a complete tour of the vehicle before leaving the showroom. Those bringing a car in for service are met at the door and led to a screen – with their name on it – detailing the whole process.

“If there are any problems, the dealers have to telephone the customer and discuss them. It’s not just our cars, we have to be among the best in terms of customer service,” says Ménard.

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