Logan: Renault's Low Cost 'World Car'


Logan: Renault's Low Cost 'World Car'
Case Code: BSTR261
Case Length: 21 Pages
Period: 1999 - 2007
Pub Date: 2007
Teaching Note: Not Available
Price: Rs.400
Organization: Renault SA, S.C. Automobile Dacia SA
Industry: Automobile
Countries: Global
Themes: New Product Development
Logan: Renault's Low Cost 'World Car'
Abstract Case Intro 1 Case Intro 2 Excerpts

Background

Louis Renault (Louis), an engineer and the son of a textile businessman in France, set up an automobile company called the Société Renault Frères in 1898. His brothers Marcel and Fernand Renault were his partners in the business. Louis looked after the technical side of the company, while his brothers took care of the business aspects. Renault was primarily an assembly operation, and procured components like engines, tires, radiators, gears, steel, and electrical equipment from component suppliers to assemble the cars. The first car made by the company, the Renault Voiturette 1CV, was sold in 1899 to a family friend who, after a test ride, had been impressed with its ride quality. In the initial years, Renault was an active participant in motor racing events, which helped the company gain publicity. Both Louis and Marcel raced for the company, and won several prizes...

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