Renault's decision to scrap its futuristic Avantime has sounded alarm bells within the industry that perhaps its new design is too radical.
Lauded as the pioneer of a funky new image, it hit showrooms in a flurry of media hype just over a year ago. However, at last week's Geneva motor show, Renault announced it was scrapping the luxury coupé.
With sales of just 15 models per day compared to an initial goal of 60, the car's sudden death will do little to damage Renault's turnover. But as one of the shortest-lived ventures in automobile history, it augurs badly for the firm's sharp new image.
Some suggest its quirky design will prove to be too radical, including its profit-driving Megane and new Scenic minivan. However, Renault chairman Louis Schweitzer dismissed such commnets: "It's a regret, a sadness, but it calls nothing into question regarding Renault's strategy. The design was a positive factor, just as it is a positive factor for the Megane." Renault's new look has been spearheaded by design chief Patrick le Quement.
Others suggest the Avantime's problems lay with Renault's bid to crack the ultra-competitive luxury market. The two-door Avantime, whose all-glass roof gives it a light airy interior, was part of an overall strategy to steer Renault up-market.
Renault said last week it was scrapping the Avantime after Matra, the company that assembled the car, called it a "commercial flop" and said it would halt production.
Renault said it would be too costly to assume production itself. ... - Reuters