Renault Introducing Initiale Paris as a Trim Level, Not Brand

RenaultRenaultFrance, 1898 > present189 models
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is slowly backing away from its original plans for its Initiale Paris sub-brand. It had initially planned for the brand to launch with a luxury sedan based on the Mercedes E-ClassMercedes-Benz E-Class Gen.5Germany, 2009 > present345 versions
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. However, Renault has cancelled those plans because it would have to pay to keep the current generation E-Class platform in production to build the car. Renault has changed its plans and will launch Initiale Paris as a trim level on its cars. It may still broaden it out into its own brand later. 

According to Renault Chief Operating Officer Carlos Tavares, the company was unable to create a business relationship with Mercedes to make the brand work. 

“I can say for certain that I am not expecting it to launch soon, and even then it will take a long, long time to establish itself and grow in to a true premium brand. That will be a job for at least my successor to worry about, not me," said Tavares.

Initiale Paris will be a trim level for existing cars that draw inspiration from French luxury goods. The ClioRenault Clio Gen.4France, 2012 > present92 versions
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will be the first to get the treatment in 2014. From there it will broaden to other models, and if it is a success, then it will truly become its own brand. 

Source: Autocar