Renault dealers told to grasp the opportunity as brand re-enters the D-segment

Renault’s UK dealers are being urged to get “proactive” to help ensure the brand’s new large SUV coupe is a sales success.

After order books opened in May the Rafale reaches UK showrooms this month, backed by a comprehensive launch marketing campaign, but the brand seems acutely aware that this new D-segment car will be outside some sales executives’ comfort zone.

“What I would ask our UK dealers - because it is a partnership - is to make sure that within their community they support Renault’s move to the D-segment because we mainly sell B- and C-segment cars,” Guillaume Sicard, chief executive of Renault Group UK, told AM at the Renault Rafale’s international launch in Spain where we reviewed the car.

"It will require an effort from our dealers who should be proactive and tell those customers who may own a second D-segment car that, while they are having their Clio or Captur being serviced,  to have the Rafale for a day or two.”

Sicard, who is due to swap his UK role for a new posting in France in September – just as Rafale sales get under way - said he is acutely aware of the challenge for the car brand and for its 140-strong dealership network in re-entering the D-segment.

Since the era of the Renault Laguna, UK sales of D-segment Renaults such as the Koleos have been modest compared to its high volume hatchbacks. Renault withdrew Koleos from the UK in 2020, four years after launch, due to low sales volume.

But Renault UK is confident that Rafale will have a place in the market.

It is launching the car with a 0% APR PCP over 24 months, with a 30% minimum deposit and another at 4.9% over 48 months with no minimum deposit.

“It's going to be our biggest, most powerful car in terms of dimension and engine and the way we're going to support the dealer is to make sure that we offer a good launch campaign, advertising and support,” said Sicard (pictured).

“We’ll offer very good training as well to make sure that they keep on growing their understanding of all the technology - also in terms of the powertrain and how to sell the fuel consumption because we will be the best in the segment in terms of fuel consumption.”

He added that when compared with a German car, Rafale will be competitively priced with very competitive technology.