Renault Safrane: 'A private view'

The Renault Safrane was a top-of-the range executive car which had to be clearly positioned as such and promoted as a viable and more interesting alternative to its mainstream competitors.
Agency: PublicisAuthor: Not credited

A private view Launching the Safrane by Renault

BACKGROUND

The Renault Safrane is a new top-of-the-range executive car which replaces the Renault 25 (a product nearing the end of its life-cycle). The Safrane offers modern executive looks combined with exceptional levels of equipment, interior space, comfort and technology.

The marketplace

The Safrane competes in the executive sector of the UK car market, (which accounts for 9% of total car sales), against such models as the Ford Granada, Rover 800, Vauxhall Carlton, Citroen XM and Peugeot 605. Renault was perceived as a...

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