Into the Magimix Goes National Style

Renault have not one but two design studios in India. What is the result?

2016 Renult Kwid: topspeed.com
2016 Renult Kwid: topspeed.com

One of way of looking at it is that you get a competitive and competent looking vehicle. As a raised-height hatchback it is what Indian customers want: “This is because the project was both Indian as well as French. Most of the data collection, however, was done from here, on the ground. It had to be. Renault was keen on an immersive experience for its design team. It wanted the design staff to be drowning in the local culture and local tastes, and there was a special emphasis on what Indian customers disliked too. This is how they discovered what Indian customers really meant when they said they wanted more car for their money.”

Much same everywhere now: Autocar India
Much same everywhere now: Autocar India.

Another way of looking at is that if you expect Indian designers working at Renault to create obviously Indian-looking things then prepared for disappointment. I suppose that determining local taste is more a matter of what people don’t want rather than what they do. Then this is matched to what Renault approve of and the result is a product that is priced right and visually inoffensive. Here we see the blurring not only of French and Indian taste but of the Renault and Dacia brands.

Here’s a funny bit from the Autocar India article, written as if it’s still 1979: “Renault is French, and so, it is different. The carmaker thinks differently, plans differently and does things differently too.” We are offering huge prizes for the reader who can find any element of the Kwid that looks or functions differently.

Author: richard herriott

I like anchovies. I dislike post-war town planning.

2 thoughts on “Into the Magimix Goes National Style”

  1. This think looks a bit like a Renault and a bit like everything. I don’t know Indian tastes or the Indian car landscape, but I’d never have guessed an Indian influence here. Maybe it’s really only visible in the choice of equipments or materials.
    Anyway, the distinctive national tastes have vanished very much – they’re really quite 1979, as you say. The last French hatchback is now being replaced by yet another turgid three-box saloon, and we have transversely mounted inline 4’s everywhere. There might be little remnants of national preferences like e.g. VAGs rationalism and consistency or dark green colour options for “British” brands, but that’s pretty much it.

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