Rogue

Make
Nissan
Segment
SUV

Renault has appointed a new CEO in a move that coincides with a new corporate strategy. Fabrice Cambolive will steer the French brand to success as it embarks on a new journey into the premium segment.

While the automaker has dipped its toes in the luxury segment before, it's widely recognized as a mainstream manufacturer with a penchant for design flair. This strategy is similar to that employed by Mercedes-Benz and Mazda, with both brands hoping to cash in on vehicles with high-profit margins.

Cambolive has been with the Renault Group for more than three decades and previously served as Renault Brazil's CEO. The new chief executive will be tasked with transforming Renault-owned Dacia into a more prominent mass-market automaker, effectively taking Renault's position in the market, reports Autocar.

This would enable the main brand to focus on more desirable, upmarket electric vehicles. We've already seen some breathtaking concept EVs from the brand, including the Renault 5 TURBO 3E and the quirky 4Ever Trophy.

"[Cambolive's] commitment, his international experience, and his in-depth knowledge of the group will enable him to continue to ensure the brand's progress in high-value segments. I am counting on him to guide the teams throughout the deep transformation the Renault brand will undergo in the coming years," said Renault Group CEO Luca de Meo.

With hopes of becoming an all-electric automaker by 2030, the French brand has been making plenty of significant changes. Alpine, the automaker's performance arm, will officially take over all performance-minded projects, meaning the esteemed RS sub-brand will sadly die.

The latest change follows talks between Renault and fellow Alliance partner Nissan. Both have come to an agreement that will drastically change things for both automakers, reports Reuters, with Renault reducing its stake from 43% to 15%. This will make for an equal partnership and allow Nissan to use voting rights. In turn, the Japanese automaker will invest in Renault's new electric vehicle company.

Renault and Nissan have worked closely in the past and often share platforms to cut costs and further profits. Neither are considered premium automakers, so it will be interesting to see whether the Gaelic automaker relies on Nissan's architecture for future upmarket products.

The Renault Koleos, a semi-premium SUV sold in certain regions, is betrayed by its previous-generation Nissan Rogue underpinnings. The Talisman, an admittedly beautiful sedan available in Europe and South Korea, is a better attempt at breaching the premium segment but has so far failed in luring BMW and Mercedes-Benz customers.

It's a similar story with the vehicles pictured below. The Safrane, while capable, couldn't compete with the prestige afforded by the Germans. While the Vel Satis and Avantime were undoubtedly attractive (and oh-so-comfortable), the Renault badge (and left-field design) were their downfall.

Moving the Renault brand upmarket and catering to mainstream customers with Dacia is a good idea.

Moreover, this would give Renault the market positioning it needs to reenter the critical US market once again. Previously, the Boulogne-Billancourt-based firm attempted to sell its products in America through a partnership with American Motors Corporation.

But, after just a few years, the French automaker decided to cut its losses and leave the market for good in 1987. This partnership was fairly tumultuous and saw Renault pour millions into the now-defunct AMC. The company decided to sell AMC to Chrysler, and, as is the case with many French brands, it has not been seen in the country since.

However, with electrification taking over the automotive industry, the carmaker has a solid opportunity to reinvent itself in America, especially as it's looking to head upmarket. A unique and foreign option with gorgeous design and standout characteristics may go down a treat with Americans looking for something different, but this remains to be seen.