The new boss of Renault UK, Ken Ramirez, says the successful launch of the new Dacia budget brand can play a critical role in helping Renault end its policy of selling its products at significantly discounted prices.
Speaking on the eve of the Geneva motor show, Ramirez, who joined Renault UK in February, said: "We have some clear internal goals for Renault, which centre around making our new products striking, appealing, desirable and trustworthy.
"Those qualities apply to the new Renault Clio, and they will apply to all our new vehicles. The problem we have is that, today, we're assumed to be a brand that discounts. That can't continue. The transaction prices are too low, and while that may be possible with aged products, it certainly isn't possible with all-new products.
"But that's where the Dacia brand can help. The Sandero and Duster are great budget cars, we won't discount them at all, but they remain aspirational for used car buyers, or people who would traditionally buy a discounted Renault.
"Every new Renault should be a car that people aspire to buy new - and are willing to pay a non-discounted price for. If you want a quality, low price car, then buy a Dacia. If you want a mainstream quality offering, then buy a Renault."
Ramirez also said that Renault would push harder in future to get the message of its transformation from discount to quality brand heard by among consumers.
"We have strong messages on design, technology, reliability - all things that car buyers want but perhaps haven't heard from Renault in recent years," he said. "We've got great new product coming over the next 18 months, and this is our opportunity to change."