Renault Korea's strategy to strengthen its sales capabilities is gaining attention in the finished car industry. The company has introduced a fixed-price sales system to stop discount competition among salespeople and is focusing on enhancing the competitiveness of its sales personnel through systematic training.
According to the finished car industry on the 30th, Renault Korea has recently expanded the proportion of corporate dealerships to 61%, enhancing the efficiency of showroom operations and the quality of customer service. The company has also improved the sales environment with a uniform pricing policy, known as the "one price" policy, to prevent unnecessary competition among dealers. As a result, large dealerships that mainly focused on selling imported brands are joining the Renault Korea sales network.
Renault Korea is also increasing investment to expand its sales organization and improve employees' job skills. Before the launch of the Grand Koleos last year, the number of Renault Korea's salespeople was less than 1,000, but as of May this year, it has exceeded 1,100. In addition, the company is conducting online training and face-to-face training for salespeople on topics necessary for sales activities, such as general automotive knowledge, Renault Korea product information, and sales know-how.
Renault Korea's showroom strategy is also cited as a factor that enhances the competitiveness of its sales network. In particular, the "2S" stores, which combine sales and service, provide customers with a comprehensive experience by simultaneously offering new car purchase consultations, sales, and after-sales service (A/S). Customers visiting the showroom for vehicle services can also examine new cars while they wait and receive consultations if needed.
Renault Korea plans to expand the number of 2S showrooms, currently operating in 23 locations nationwide, to more than 40 by next year.
Showrooms focusing on brand experience also offer customers new experiences. The flagship store "Renault Seongsu," which opened in April last year, is a prime example. Renault Seongsu has been entirely remodeled from a service center established in 1995, with the design team from Renault's headquarters in France directly involved to create a modern and luxurious interior that expresses the unique French sensibility.
Additionally, Renault Korea is expanding showrooms emphasizing the new showroom concept "rnlt©" across the country. rnlt© is a new type of showroom concept introduced by the Renault brand to the global market, located in areas that are highly accessible to customers, such as major urban centers and complex shopping malls, providing various services that allow visiting customers to richly experience the Renault brand in their daily lives.
Renault Korea currently operates six rnlt© showrooms mainly in large cities nationwide, with plans to expand to more than 20 by the end of the year. Customers visiting these showrooms can experience vehicle purchase services, such as consultations, test drives, contracts, and deliveries, as well as clothing, fashion accessories, and model cars that embody the unique design sensibility of France.