Renault launches new web strategy

Renault unveils its new e-commerce strategy

French car maker Renault has launched a series of websites allowing customers in the UK, France and Germany to buy cars online.

Each country will have its own website that hooks up with Renault's own information systems and its dealer networks.

We intend to make it the best automobile website around

Francois Hinfray
Renault

Customers can use the sites to choose cars - complete with optional extras and a finance package - and submit an order to their nearest dealer.

The dealer would then respond within 24 hours.

Final purchase negotiations will continue to take place on a person-to-person basis as car buyers are usually loath to actually make purchases over the internet.

Customers will also be able to store details in a personal file called "My Renault".

Key investment

Renault's commercial director, Francois Hinfray, said the car maker will invest 250m francs ($34.3m, £23.9m) in the new venture, but he declined to provide financial forecasts for the sites.

Renault does not seem to have been deterred by recent scepticism about the online car market.

It has not taken off to the extent that some had predicted and many retailers are far more cautious about the potential size of the market.

"We are not in a position to make forecasts about what the site will bring us in financial terms," said Mr Hinfray.

"But we intend to make it the best automobile website around."

Core e-commerce strategy

The new Renault sites - one in each country - will be based upon a single international platform. Each country will be able to adapt that platform.

Mr Hinfray added that the new sites will replace the 29 sites currently operated by the brand.

He described the new venture as the core of the company's e-commerce strategy.

The company will unveil the sites in France and the UK on Friday, while Germany's site will launch on 9 April.

Manufacturers that sell cars online are able to access customer information that they do not usually get from their dealerships.

US car manufacturer Ford started selling its cars online last October.