RENAULT HAS PROVIDED A PREVIEW glimpse of its new concept car, DeZir, ahead of this year’s Paris motor shown scheduled for October2. DeZir stands out as an illustration of the brand’s commitment to more emotional styling that the new styling chief Laurens van den Acker plans to bring into the French carmaker’s image profile. According to Renault’s presspeak, the DeZir’s sensuous lines and bright red finish express passion. Powered by an electric motor, the DeZir also addresses environmental concerns. Renault also says that the DeZir project is the first of many concept cars that define the new design direction that Renault6 is taking. It also lays the foundations for the styling cues of Renault’s forthcoming vehicles. Under the leadership of Laurens van den Acker, Renault’s design department has taken its inspiration from the brand’s new strap line ’Drive the Change!’ and explores Renault’s styling roots to express the company’s human dimension via a new strategy founded on the notion of the ‘life cycle’.
This vision also builds on the bonds that are gradually forged between the brand and its customers at watershed moments of their lives, such as when the fall in love, start to explore the world, start a family, begin to work, take time to play and attain wisdom. this approach coincides with the introduction of a new Renault design language that takes its inspiration from the three keywords which communicate the brand’s vision, namely ‘simple’ , ‘sensuous’ and ‘warm’.