Why SM6 playing the leading role for Renault′s design change?

[Kim, Song-Yi] SM6(Talisman) is the starting point of changing Renault’s identical design. Before Renault and Renault-Samsung had maintained the different designs for the different models. However, Renault Group as well as Renault Samsung have changed their minds to give some unity design factors for its all models, starting with SM6(Talisman).

Renault has installed horizontal rear lamps and ‘C’ shaped LED daytime running lights for both recently unveiled Talisman and Megane. Talisman’s lamps play a significant role to establish Renault’s brand identity as well as Renault-Samsung’s besides the emblem.

This kind of design strategy also can be found from German’s premium brands such as Mercedes-Benz, BMW, and Audi. This ‘trend’ has been expanded widely to Cadillac and Lincoln, the American premium brands. In terms of Korean domestic brands, Genesis, Hyundai, and Kia have established some brand identical images through the grille design, and Ssangyong also is going to use some design factors of Tivoli for its new models.

Advantages of this ‘unity design strategy’ can be summarized as two. First is that the entire model lineups will become much more luxurious as the upper trims’ design will be adopted for the lower trims. Usually, a brand that operates the ‘unity design strategy’ launches the upper trim model first before unveiling the lower trim models. Benz actually unveiled its new designed S-class first and next was C-class.

Another is through ‘unity design strategy’, the brand identity can be established easily and marketing expense can be also reduced. Carmakers unveil numerous new cars annually, and this makes carmakers spend huge expenses to imprint a new model’s image. Operating the unity design strategy, it is easier to introduce new models as well as the entire lineups.

SM6(Talisman) is playing a leading role for Renault-Samsung and Renault to establish the brand images. The ideal balance, sense of proportion, and elaborate image of SM6 shows well which direction Renault and Renault-Samsung is about to go. Also, SM6’s tight fender, volume, and rear lamps are designed to highlight the emblem.