{"id":1915,"date":"2016-04-26T15:54:03","date_gmt":"2016-04-26T13:54:03","guid":{"rendered":"https:\/\/blogautosphere.creatic-agency.fr\/comment-renault-est-arrive-en-chine\/"},"modified":"2022-11-22T11:16:26","modified_gmt":"2022-11-22T09:16:26","slug":"comment-renault-est-arrive-en-chine","status":"publish","type":"post","link":"https:\/\/www.autosphere.fr\/blog\/comment-renault-est-arrive-en-chine\/","title":{"rendered":"Comment Renault est arriv\u00e9 en Chine ?"},"content":{"rendered":"<div class=\"custom-post-container\">\n<p style=\"text-align: justify;\">\u00c0 P\u00e9kin, Renault savoure l\u2019aboutissement de sa strat\u00e9gie pour s\u2019implanter durablement en Chine.<\/p>\n<p style=\"text-align: justify;\">Immense g\u00e2teau, le march\u00e9 chinois permet \u00e0 de nombreux constructeurs d\u2019assurer des marges, parfois tr\u00e8s importantes. Pour autant, si le pays a l\u2019air tr\u00e8s lib\u00e9ral (\u00e9conomiquement), il faut composer avec le pouvoir pour s\u2019implanter en Chine. Il faut trouver un associ\u00e9 local pour assurer un transfert de technologie en plus de produire localement.&nbsp;<\/p>\n<p style=\"text-align: justify;\">Bien qu\u2019aiguill\u00e9 par Nissan pour construire sa premi\u00e8re usine (\u00e0 Wuhan alors que Volkswagen en compte 17) et rencontrer les bons fournisseurs, Renault ne peut y produire uniquement des SUV. D\u2019o\u00f9 le nouveau Koleos, pr\u00e9sent\u00e9 au salon de P\u00e9kin en personne par Carlos Ghosn\u2026 et Fan Bingbing, star de la chanson et du cin\u00e9ma chinois. Celle que l\u2019on a vu dans des blockbusters am\u00e9ricains comme <em>X-Men : Days of Future Past<\/em> ou <em>Iron Man 3<\/em>\u2026 \u00e9tait \u00e9galement pr\u00e9sente sur le stand Renault le week-end dernier lors du Grand Prix de Chine. Une pr\u00e9sence loin d\u2019\u00eatre anodine puisque Renault doit gagner en notori\u00e9t\u00e9 avant de consid\u00e9rer l\u2019image de marque. La r\u00e9flexion est simple : Dire qu\u2019on existe avant de convaincre de faire de bonnes voitures. Pour autant, en Chine, Cadillac s&#8217;est associ\u00e9 avec Brad Pitt,&nbsp;<a href=\"https:\/\/www.autosphere.fr\/blog\/media\/buzz-et-insolite\/david-beckham-est-le-nouvel-ambassadeur-de-jaguar-en-chine-\/058\/\">Jaguar avec David Beckham<\/a>&#8230;<\/p>\n<h2>De la qualit\u00e9 et des marges<\/h2>\n<p style=\"text-align: justify;\">Le milieu de gamme repr\u00e9sente plus qu\u2019ailleurs le plus gros du march\u00e9 automobile chinois. Pour autant, la concurrence est telle que les constructeurs se livrent une bataille f\u00e9roce sur le design. Les mod\u00e8les chinois des constructeurs occidentaux et asiatiques (comme locaux) sont de plus en plus port\u00e9s sur l\u2019esth\u00e9tique avec une qualit\u00e9 de finition toujours plus pouss\u00e9e.&nbsp;C\u2019est aussi par l\u00e0 que la bataille de la notori\u00e9t\u00e9 se jouera pour Renault et ses concurrents.&nbsp;<\/p>\n<p style=\"text-align: justify;\">Par exemple, le nouveau Koleos est la premi\u00e8re Renault \u00e0 adopter le syst\u00e8me Apple CarPlay. Pour autant, les co\u00fbts de production bien moins importants permettent de g\u00e9n\u00e9rer des marges importantes tout en conservant des prix abordables, avec nos yeux europ\u00e9ens. En Chine le&nbsp;<a href=\"https:\/\/www.autosphere.fr\/blog\/media\/actualites\/kadjar-renault-mondiale\/2449\/\">Kadjar<\/a> est commercialis\u00e9 \u00e0 partir de 163 800 Yuans, soit environ 22 300\u20ac. Un tarif pas si \u00e9loign\u00e9 que celui de chez nous : \u00c0 partir de 23 800\u20ac.<\/p>\n<p style=\"text-align: justify;\">Avec sa strat\u00e9gie de gamme mondiale, Renault est parvenu \u00e0 combler son retard en Chine, d\u2019autant que 130 concessions ont d\u00e9j\u00e0 vu le jour (150 d&#8217;ici la fin de l&#8217;ann\u00e9e). Il faudra que les ventes suivent si Renault veut se positionner sur d\u2019autres segments. Dans le quotidien&nbsp;<a href=\"http:\/\/www.lesechos.fr\/industrie-services\/automobile\/021875526174-renault-peugeot-et-citroen-sadaptent-pour-seduire-lautomobiliste-chinois-1217326.php#\" target=\"_blank\" rel=\"noopener\">Les \u00c9chos<\/a>, il y a cette citation de St\u00e9phane Mueller, directeur d\u00e9l\u00e9gu\u00e9 \u00e0 la performance de Renault qui r\u00e9sume tout : \u00ab <em>On commence humblement, \u00e0 petits pas. Nous avons le temps de trouver le bon \u00e9quilibre entre la qualit\u00e9, le prix, le volume et la marge <\/em>\u00bb. Fin 2015, Renault chiffrait son ambition : Conqu\u00e9rir 3,5% de part de march\u00e9 dans le pays \u00e0 moyen terme (soit environ 750 000 v\u00e9hicules vendus par an).&nbsp;Rendez-vous dans un an pour un premier bilan.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>\u00c0 P\u00e9kin, Renault savoure l\u2019aboutissement de sa strat\u00e9gie pour s\u2019implanter durablement en Chine. Immense g\u00e2teau, le march\u00e9 chinois permet \u00e0 de nombreux constructeurs d\u2019assurer des marges, parfois tr\u00e8s importantes. Pour autant, si le pays a l\u2019air tr\u00e8s lib\u00e9ral (\u00e9conomiquement), il faut composer avec le pouvoir pour s\u2019implanter en Chine. Il faut trouver un associ\u00e9 local [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1916,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2],"tags":[],"marque":[57],"class_list":["post-1915","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","marque-renault"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Renault est arriv\u00e9 en Chine ? - Blog Autosphere<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.autosphere.fr\/blog\/comment-renault-est-arrive-en-chine\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Renault est arriv\u00e9 en Chine ? - Blog Autosphere\" \/>\n<meta property=\"og:description\" content=\"\u00c0 P\u00e9kin, Renault savoure l\u2019aboutissement de sa strat\u00e9gie pour s\u2019implanter durablement en Chine. Immense g\u00e2teau, le march\u00e9 chinois permet \u00e0 de nombreux constructeurs d\u2019assurer des marges, parfois tr\u00e8s importantes. Pour autant, si le pays a l\u2019air tr\u00e8s lib\u00e9ral (\u00e9conomiquement), il faut composer avec le pouvoir pour s\u2019implanter en Chine. Il faut trouver un associ\u00e9 local [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.autosphere.fr\/blog\/comment-renault-est-arrive-en-chine\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog Autosphere\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/autosphere\" \/>\n<meta property=\"article:published_time\" content=\"2016-04-26T13:54:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-22T09:16:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.autosphere.fr\/blog\/wp-content\/uploads\/2022\/11\/aad08132e356e8f6cec83e9b02c1c504.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"210\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Florent CHEDOZEAU\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Florent CHEDOZEAU\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Comment Renault est arriv\u00e9 en Chine ? - Blog Autosphere","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.autosphere.fr\/blog\/comment-renault-est-arrive-en-chine\/","og_locale":"fr_FR","og_type":"article","og_title":"Comment Renault est arriv\u00e9 en Chine ? - Blog Autosphere","og_description":"\u00c0 P\u00e9kin, Renault savoure l\u2019aboutissement de sa strat\u00e9gie pour s\u2019implanter durablement en Chine. Immense g\u00e2teau, le march\u00e9 chinois permet \u00e0 de nombreux constructeurs d\u2019assurer des marges, parfois tr\u00e8s importantes. Pour autant, si le pays a l\u2019air tr\u00e8s lib\u00e9ral (\u00e9conomiquement), il faut composer avec le pouvoir pour s\u2019implanter en Chine. 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