A Renault Group premium brand under the Initiale Paris name could take 25 years to become a commercial success, chief operating officer Carlos Tavares has admitted.
The move, which was first rumoured earlier this year and would follow the lead of Nissan with its Infiniti offshoot, would not only complement the firm’s existing brands, Renault and Dacia, but also the potential launch of another new sports car marque with Alpine.
“We have already used the Initiale Paris name for high-end special editions and for a concept car,” said Tavares. “But if we are to launch it as a brand then we must try something more specific.
We must capture buyers who want to buy for the sake of design or attractiveness.”
Tavares is believed to be considering using Renault’s collaboration with Mercedes — which has already led to several joint ventures — to leverage use of the next-generation E-class platform. The first car to be built off the platform is scheduled to be the new C-class in 2013, suggesting a Renault offshoot wouldn’t arrive until at least 2015.