Reagroup chief executive officer Jean Pierre Laurent, made the decision which will apply to all Renault’s owned dealerships across Europe. The European network only rebranded as Reagroup (Rea stands for Renault Europe Automobile) in December 2005.
Ian Plummer, managing director of Reagroup UK, said the move back to Renault Retail Group would focus the business on its core values: Renault, achieving the highest CSI scores and promotion of retail service at a profit.
“Carlos Ghosn’s (Renault chairman and CEO) view is that Renault Retail Group is a showcase of everything that is best about Renault and Renaultness,” Plummer said.
Reagroup already trades under the Renault banner at its 21 UK dealerships and three aftersales sites so the changes will mostly be administrative, such as paperwork.
Plummer intends to take advantage of the rebrand to raise the profile of the business with customers and potential staff.
“We will be marketing Renault Retail Group more directly and openly than we did Reagroup,” he said.
“We have that opportunity, especially in London, so people can understand where the locations are and the quality we can provide.”