| Subsidiary | |
| Introduction | There is rarely
a state-owned
car maker so competitive. Today, the French Government still holds 44%
shares of the company, but this doesn’t work against profitability - in
recent years Renault has been the best selling brand in Western Europe
while achieving high
return rate. This must thanks to the lean structure.
Take a Clio II as an example, it reduced production cost by producing
in
3 plants instead of 4, by reducing the no. of components from 3,200 to
2,300, by reducing the no. of tightening action for each car from 120
to
20, by cutting fasten action from 1284 to 914, and at last, by offering
several trim levels instead of a long lists of options. No wonder
Renault’s
cars are usually praised of good value for money, although being
slightly
boring.
However, without
the backing
from the Government, the take over of Nissan would not have been
possible. Renault acquired controlling stakes of the debt-burdened
Nissan in 1999. In just 3 years time, the French CEO Carlos Ghosn
successfully turned Nissan's balance sheet into black and then achieved
the highest return rate in the industry.
This compensates for the slightly softened business of its mother
company in recent years. The success is again driven by simplified
management, lean production method and reduced platforms. Renault acquired controlling stakes in Romanian car maker, Dacia, in mid-1999. The cheap labor cost there could benefit the production of small cars. Likewise, the takeover of Samsung (the smallest Korean car maker) adds a low-cost but modern plant that give access to the relatively enclosed Korean market. The famous sports car brand, Alpine, which was acquired in 1973, had been effectively dead since 1995 as the last Alpine A610 rolled out of the small factory. Today the facility is being used to build Clio V6. |
| Sales figure | 2006
sales: Renault-Nissan Alliance: 5,911,171 units Renault Group: 2,433,372 units (Renault + Dacia + Samsung) Nissan Group: 3,477,799 units (including 136,272 units Infiniti) Renault brand: 2,115,176 units Dacia: 196,341 units Samsung: 121,855 units 2005 sales: Renault-Nissan Alliance: 6,131,000 units Renault Group: 2,533,428 units (Renault + Dacia + Samsung) Nissan Group: 3,598,000 units Renault brand: 2,249,995 units Dacia: 164,406 units Samsung: 119,027 units 2005 production by models: Twingo: 90,674 units Clio: 555,556 units Modus: 164,741 units Kangoo: 241,724 units (including commercial version) Megane / Scenic: 801,496 units Laguna: 112,365 units Espace: 50,521 units Vel Satis: 7,609 units Dacia Logan: 152,164 units Samsung SM3: 30,091 units Samsung SM5: 63,374 units Samsung SM7: 25,089 units |
| Location | Headquarters :
Billancourt R&D center : Saint Quentin en Yvelines, near Paris. |
| Brief History | The
Renault
story started in 1898 by Louis Renault, whose brother Fernand and
Marcel
gave financial support. Renault founded the company bearing his name
that
year and made 6 cars - in the age before mass production was invented,
cars were built slowly by craftsmen. Production rose to 179 cars in
1900
and then jumped to nearly 1200 units 5 years later, thanks to a
contract
for supplying Paris taxis.
Having visited Henry Ford in America and saw the expansion of arch-rival Citroen, Louis Renault applied mass production method to his factory in the early 20’s. As a result, production surged to 25,000 cars in 1924. Renault became one of the major car makers in the world. Unlike Citroen, Renault built a large range of models, from small cars to luxury cars, also vans, trucks and even tanks. During both World Wars, like many other car makers, it was transformed to be an arsenal producing military vehicles and aircraft engines. In the WW II, it was occupied by German forces (so was the whole France !) and supplied German army. As a result, after the war, Louis Renault was found guilty and was sentenced. Just 20 days later, he died. Therefore the company was confiscated and nationalised. The Government-appointed new boss continued expanding the factory and introducing new cars, also eliminated the wide-range policy in pre-war era. The sole mass production model became 4CV, which was a small car produced for some 15 years, from 1947 to 1961. It was succeeded by Renault 4, which helped production rose to 500,000 in 1963. Another successful model, Renault 5, was launched in 1972, then R9 (1982) and Clio (1991). 1981 saw Renault became the largest car maker in Europe, with a production rate of 2 million cars annually. Perhaps the road was too straight, it sought expansion towards America as well as Scandinavia. Firstly, it took major shareholding in AMC (American Motor Corporation) in 1980, which led to the production of Alliance (Renault 9) and Encore (Renault 11) in the United States. Secondly, it took full control of US truck maker Mack. The American adventure turned out to be a disaster as sales in Europe was also declining. Heavy loss led to the sold out of AMC to Chrysler in 1987, since then Renault did not return to America again. A rescue plan was taken by a new boss, which cut heads and simplify the model ranges and company structure. The turbo-pioneering F1 team was closed down. Helped by the introduction of Espace, Clio and Scenic, Renault recovered quickly. The management has a clear vision to the future : for survival, more collaboration with competitors should be taken. The PRV V6 engine program was just a small step, followed by the merger with Volvo. Since 1990 they were taking steps to a full merger, but eventually failed because of the opposition from Swedish shareholders and political difficulties within France Government - both of them wanted to take control. The French Government started privatising Renault since 1994, leaving a share of 44% today. In 1999, Renault eventually succeeded to strengthen itself via merging with the near-bankrupted Nissan. It took over 36.8% stakes of Nissan motor (later increased to 44.4%) and 22.5% Nissan Diesel to form the 4th largest car maker in the world, just behind GM, Ford and Toyota (but could be overtaken by VW soon). Meanwhile, it acquired Romanian car maker Dacia by taking 51% ownership. In 2000, it took over Korea's Samsung through the link with Nissan. Samsung used to produce cars based on Nissan's design. |
| Famous models | 4CV - the first
really mass
production Renault R5 - another lovely popular French hatchback this side of Peugeot 205 Alpine A110 - a tiny rear-enigned sports car. A star in rally races. Alpine GTA / A610 - a less noticed but really competent sports coupe Espace (84) - the first modern MPV Scenic - the first mini MPV genuinely based on a mass production platform |
| Subsidiary | |
| Introduction | PSA is one of
the top six
car makers in Europe. It was formed in 1976 when Peugeot took over
Citroen.
Both companies have a long history - Peugeot is even over 100 years
old.
Since the early 90s, due to the increasing competition, cost sharing
between
these two brands has been increasing gradually. From component sharing
to platform sharing, we saw they are losing individuality, especially
Citroen, which was renowned for producing the most unique cars in the
world. In 1997, the platform sharing reached a peak as the Citroen Saxo was launched. It was simply a facelifted Peugeot 106. Luckily, next year the Group changed its mind and started differentiating the two brands: Peugeot emphasis traditional values - good handling combines with elegance; Citroen represents radical thinking in styling and packaging. While they still share platforms with Peugeot models, the new generation Citroens have no family resemblance at all with Peugeots. |
| Sales figure | Group
sales: 2005: 3,390,000 units 2004: 3,375,000 units 2005 production by brands: Peugeot: 1,996,400 units Citroen: 1,379,100 units 2005 production by models: 107: 34,600 units 1007: 73,800 units 206: 669,900 units 307: 515,400 units 407: 259,000 units 607: 18,800 units 807: 28,100 units Partner: 144,800 units C1: 34,600 units C2: 124,800 units C3: 289,300 units C4: 244,300 units C5: 80,900 units C8: 23,000 units Berlingo: 170,100 units |
| Location | Main plants
: France : Aulnay, Mulhouse, Poissy, Rennes, Sochaux, Sevelnord. Spain : Vigo, Villaverde, Valenciennes (joint venture with Fiat to produce MPV) Italy : Sevel UK : Ryton |
| Brief History | Peugeot
The Peugeot family established a solid financial basis since the early 19th century by producing various industrial products, including bicycle. In 1890, just 4 years after Carl Benz and Gottlieb Daimler’s invention of motor car, Armand Peugeot produced his first 4-wheel motor vehicle based on his quadricycle. It was powered by Daimler’s engine. A few more models were developed before the establishment of "Société des Automobiles Peugeot" in 1896, the company we simply refer to "Peugeot" today. Next year, Peugeot also made its own engine. The following years saw some industry’s first : pneumatic tyre (by Michelin), steering wheel and transmission shaft with universal joint (instead of chain). Another stunning design is the Grand Prix car in 1912, which used hemi-spherical combustion chamber with cross-flow head and 4-valves per cylinder driven by twin overhead camshafts. Wow, today this still sounds sophisticated. However, in the following decades Peugeot did not create any car as stunning. Without a car like Beetle, Mini, 2CV etc., Peugeot still grew steadily. The 201, which started the naming rule to be followed until today, reached a total run of 140,000 units in 7 years since 1929.
The product remained low profile until the arrival of 205 hatchback in 1983, which not only setting a sales record for the group but also thrilled the world with the 205 GTI. Citroen In contrast to Peugeot, Citroen used to be the focus of the world’s car lovers. It was founded by Andre Citroen, who had been rich during the WW I via producing military goods. He was regarded as a great talent of business, with clear vision, motivation and enthusiasm about cars. The success of Citroen was mostly due to his leadership.Having earned enough money, he converted his factories to build cars. The first model was Type A, in 1919, which is considered to be the first mass production car in Europe. He nearly built the Rome in one day - by 1929, Citroen became the world’s second largest car maker. This is partly because of innovative technology, such as the all steel monocoque body in place of the popular wood / steel sheet lamination, then came the front-wheel-drive. Another important contribution is the way he did the business - he treated car making is not only selling a good but also services. Therefore a credit company was set up to help customers financing the purchase, a dealer / service network was established to enhance marketing as well as after sales services. He also introduced the first 1-year warranty. However,
the excessive growth (hence loan) was hit by the world’s recession in
the
30’s. Although the famous Traction Avant was launched in 1934 as the
world’s
most advanced mass production car, the sales success still failed to
ease
the pressure from banks. That year, Andre Citroen had to sell his
company
to tyre maker Michelin. The
post-war Citroen continued introducing innovative cars, such as DS and
SM, both featured hydropneumatic suspensions and advanced aerodynamics.
But it is another car that broke the sales record set by Traction Avant
: the little oddly 2CV. Its simple yet practical design is exactly what
the European wanted. Then became a niche in later years.
No matter which models, all Citroen before the mid-80’s are unique. They look and feel like no others. PSA (Peugeot) took over the company in 1976 from Michelin, integrated it into the group. Losing its own R&D and production plants, Citroen cars started sharing platform and components with Peugeot cars. Especially after BX and XM, its cars completely lost unique characters. In the new millenium, PSA changed its strategy and started re-injecting "Citroen-factor" to its cars, first from styling (C3), then packaging (C4). The new C6 is eventually a car feeling 100% Citroen. |
| Famous models | Peugeot :
205 GTI - the superstar hot hatch of the 80's Citroen :
|