Design review Renault Rafale: ‘Successful Renault DNA completely thrown overboard’

Laurens van den Acker took over the scepter at Renault as chief designer in 2009. He put the brand back on the map with design. Through a design strategy focused on the symbolism of the flower life cycle, Renault has been relevantly revitalized with an emotional design DNA. Renault models were identifiable at a glance through the sensual, Latin and colorful design language. The new design strategy was visualized in various ways and, moreover, explained crystal clear with concept cars, each cleverly executed in the distinct colors of the life cycle flower. Through this strong strategy, which was well communicated in press releases, videos and the design of the concept cars themselves, Renault became a unique, strong, relevant and own brand again. And, not unimportantly, the concepts were translated into production models and the brand again sold many cars.

The Megane E-Tech Electric that was recently reviewed is an evolution of the design language introduced by Van den Acker. Familiar creamy Renault shapes with literally sharper edges. Proportionally excellent, large wheels, good stance, lots of sculpture in the skin and rich detailing. Excellent work.

And now, after an unprecedented successful comeback and an almost perfectly executed wide model range, Renault comes with the Rafale. This car is not immediately recognizable as a Renault. In fact, given the design language of the French rival Peugeot, the car is hardly original or refreshing. The design team has completely thrown the successful Renault DNA overboard, instead of developing it further. Really nothing has been preserved from the former hard work and ironclad design.

Renault Rafale came out of the blue

Moreover, the change of course has not been communicated conceptually. A number of concept cars are shown, but apparently as blanks – all with a different shape palette and without a conclusive why. This Rafale – its introduction as a bolt from the blue and the communicative vacuum in which it all took place – is diametrically opposed to the working method that helped Renault a few years ago and was extremely successful for years.

In terms of design, the Rafale is hard on the face, so the former French sympathy – in addition to its own identity – is also hard to find. Moreover, the nose now lacks the typical and distinctive shape spectrum that was so powerfully applied in different ways across the range: the Down the Road Graphic.

The Rafale is not badly designed – although it cannot be in the shadow of the Megane E-tech – because consistent aesthetic solutions have been applied. The whole looks logical. However, the ideas hit like pliers on a pig without any calibration to a conceptual story. Nothing tells about Renault here and Renault didn’t tell anything about the change of course.

Here is the new Renault. But nobody knows. Or snaps. After the much-needed, meticulously organized and impeccably executed relevant change of course, why did this brand make this sudden and illogical radical turnaround? Seemingly for no reason. The car design community is puzzled.