Renault released this morning the first glimpse of its latest concept car, DeZir (D-zI’-er), ahead of this year’s Paris Motor Show in October.
Renault has just passed Ford Motor as the third largest brand in Europe, based in part on a strategy of inexpensive option packages that combined the most, well, desirable features that Ford was charging more money for. VW remains securely in first place, with PSA/Citroen in second.
In a statement, Renault said DeZir stands as an illustration of the brand’s commitment to more emotional styling. As such, DeZir is a complete rejection of the angular styling favored by Renault’s former head of design, Patrick Le Quement. Renault says that fluidity was an overriding theme from the initial preliminary sketches, and was expressed by a blend of simple forms and generous volumes.
The new design chief, Laurens van den Acker, who came from Mazda and Ford, is working the brand’s new signature “Drive the Change!”