The 40 year-old will oversee the full marketing mix and will also sit on the main Renault UK board as one of 11 directors headed by managing director, Philippe Talou-Derible.
Bouvier’s brief for the UK operation includes advertising, direct marketing, product planning, pricing, vehicle distribution plus market analysis, strategy and research. He replaces Olivier Généreux who has returned to Renault head office to take up a new role as marketing director, Asia and Africa region.
Bouvier says: “Returning to Renault UK as marketing director is a fantastic opportunity. I am looking forward to steering our marketing strategy and planning, as well as advertising, which already enjoys an industry leading reputation.”
A mark of the manufacturer’s previous advertising success is that it has managed to introduce Va Va Voom into the Oxford English Dictionary. Other ads, such as the ‘Shaking that ass’ Mégane theme, also enjoy high public recognition.
Bringing a wide range of international marketing experience, Bouvier began his Renault career in 1998 as area operations manager in Lille, before moving to take up the position of manager, marketing planning at Renault UK in 2000, a post he held for two years. After this he returned to France as director, European importer division, taking responsibility for Greece, Ireland, Iceland and Israel markets.
This year sees the launch of the Clio five-door, face-lifted Mégane and Espace, as well as the new Clio Renaultsport – a vital model for the manufacturer as the UK accounts for 50% of all sales.
As reported in the February 24 issue of AM, Renault is to embark upon an ambitious programme to sharply increase its sales and operating margin, which it calls Commitment 2009. The importance of the role marketing has to play within this quality, brand and design review, is clear. Renault president and chief executive Carlos Ghosn told a recent Paris press conference: “Renault has great potential, and assets include the alliance with Nissan, but the brand has been weakened and fragile.
“There is insufficient focus on customers and the drive for profit, and we must make our promise to our global customers.”
Emmanuel Bouvier, Renault UK marketing director