Being first is often best

  21 May 2012

We’re now six months on from Renault’s big network cutbacks and model range reduction. While some retailers are still suffering such as the Mill Lane Group. I suspect Renault has not only done the right thing, but they have been clever about it too.

Let me explain. Renault isn’t the only brand with shrinking sales and, if you believe the experts, others will follow. Renault going first means the brand can move quickly, re-group and move on with the task of selling cars profitably. Doing it publicly – even going so far as to hold a press conference to tell the media what was going on – gave Renault some control of the situation.

If it was to have made the cutbacks without an official announcement, everyone would have assumed there was something to cover up.

The question now is which manufacturer will be next, and will they follow the Renault model?

Tristan Young

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