The commercial rivalry between Renault and Stellantis also involved a war of words
Who began it? The infantile bickering between Renault and Stellantis delighted the media, generally shocked by the severity of the assaults. These vary from small quips to public statements by the bosses themselves. The newest up to now: Stelantis boss Carlos Tavares’ advert hominem cost in opposition to Renault throughout a press briefing on the Paris Motor Show.
“Homage to Renault”
Courtois, the sentence begins with a “With all due respect to Renault…”Before launch: “We should return the church to the middle of the village”And limitless shells: “Our turnover is 4 instances larger than Renault and profitability is twelve instances larger. I respect them, however we’re not in the identical league.”. The Renault group hailed from a number of years of disaster earlier than returning to the inexperienced final yr on the price of a painful restructuring plan and actual strategic efforts… which Carlos Tavares didn’t fail to recall in hindsight when he arrived in 2014 on the helm of a PSA on the brink of chapter and Saved by the French state!
Less than two weeks later… the identical Carlos Tavares shot a new arrow. While visiting the Hordain website the place he offered his hydrogen utility technique, the architect of the Peugeot-Citroën and Fiat-Chrysler merger took journalists to activity: “You visited the Horden manufacturing unit… right here, that is artwork, the actual one… we’re not within the metaverse”. Two days in the past, Renault offered its technique at Industry Metaverse that may allow it to speed up the transition to Industry 4.0, rationalize information administration and fastened prices. But Carlos Tavares can not assist teasing his former employer…
Because, past the rivalry of egos, the 2 teams are rivals and their pursuits are clearly opposed. One of the large successes of the final 5, the Peugeot 3008, other than its inherent qualities, might be defined by a very low providing from the Renault aspect with its poorly completed Kadjar that utterly missed the phase upmarket.
Two gules, Renault’s war prize
That’s why many in Stellantis nonetheless cannot digest Luca di Meo’s Renault genius. It began with Gilles Le Bourgne, former head of analysis and growth at PSA, a historic home. Then there was the second Gilles, this time Vidal. Peugeot’s star designer, to whom we owe the rebirth of the model, which has grow to be a money machine, together with the well-known 3008. Arnaud Belloni, the Citroën advertising and marketing boss, a longtime pal of Luca Di Meo once they labored collectively at Fiat, also joined Renault.
The complaints do not cease there. Some executives have accused Luca Di Meo of copying Carlos Tavares’ financial mannequin based mostly on pricing energy, commercial self-discipline and ongoing upmarket… In reality, low cost gross sales and so-called strategic gross sales have been among the many first steps taken by the Italian after turning into General Renault’s supervisor in June 2020. The finish of the commercial train… The finish of the race for quantity as set by his predecessor Carlos Ghosn, was copied immediately from Back to the Race, in line with the administration of the Franco-Italian group, the PSA restoration plan launched by Carlos Tavares in 2014. Likewise the brand new vary technique which consists of drawing a line below many tasks below growth, also focuses on town automobile phase. Luca Di Meo desires a extra worthwhile compact. “What copier! » Some could also be heard from Stellantis spokespeople.
“Carlos Tavares Invented Nothing”
A considerably simplistic allegation that Luca De Meo already exercised pricing energy between 2015 and 2020 when he was head of Seat. He managed to get the Spanish model out of the Leon and Ibiza chains to promote SUVs at a larger value vary. He invented a completely totally different premium model, Capra, to create extra worth. “Carlos Tavares Invented Nothing”Do we shield ourselves in Boulogne-Billancourt the place the diamond sits.
It should be mentioned that Renault just isn’t overlooked. The defectors don’t fail to criticize the previous home, particularly the Tavares method based mostly on “austerity” taken to extremes. “The distinction between making 5 billion and 7 billion euros in revenue is group fatigue”, of our interpretation, is a former member of the group. Others say how they survived the reign of paperwork and lack of assets: advertising and marketing budgets minimize with an axe, continuously understaffed groups, aggressive compliance guidelines to stay to totally different guidelines, particularly American (Stellatis listed in New York).
The ghost of Carlos Ghosn
But at Renault, it is higher to have robust pores and skin… because the assaults do not simply come from rivals and compatriots. We should depend on the assault of its former and charismatic CEO: Carlos Ghosn. From his exile in Lebanon, which he can not go away for concern of being extradited to Japan to face trial, former Alliance boss Luca Di Meo doesn’t hesitate to criticize the technique. Carlos Ghosn denounced it in a prolonged interview with Le Parisien final February “Very Bad Results” From Renault. He accused the administration of Jean-Dominique Senard and Luca Di Meo of “speaking an excessive amount of” however he “It’s arduous to see that Renault is a shadow of itself.”. He accused Renault president Jean-Dominique Senard of shedding Renault’s affect in alliance companion Nissan, whereas France owns 44% of the capital.
At Renault, we prefer to be ironic “Two Carlos syndromes (…) “Jealous of his restoration.” While recalling that they’re every chargeable for the group’s chapter in 2019-2020. Because when Carlos Ghosn grew to become CEO, Carlos Tavares was quantity two from 2011 to 2013 earlier than leaping ship and turning into a Renault defector at PSA himself.