Interview with Marwan Haidamous, General Manager of Renault Middle East

By: Anas Assaf

November 27,2016

4 min read

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Marwan Haidamous Renault Middle East

With a decade of experience at Renault Group, Marwan Haidamous, at just 36 years old, is a talented automotive enthusiast who has climbed the ladder of success to reach his current position. He shares his insights about the region and new models during a recent Formula 1 event held in Abu Dhabi.

Questions and Answers with Marwan Haidamous

Question: How would you describe Renault's management in the Middle East?

As you may know, it has only been three months since I was appointed as the General Manager of Renault Middle East. Considering the significant diversity, the Middle East and Gulf markets are complex and require a tailored approach, from communication strategies and target audience to training our sales team for adaptation.

Question: In your opinion, is Renault targeting a specific demographic within the market?

The Renault Group meets various needs of buyers, with models like the Symbol and Duster catering to budget-conscious families, while vehicles like the Renault Koleos target ambitious youth and well-off families, allowing us to serve a diverse array of customers.

That said, we've observed significant differences in the needs of private companies versus individual consumers. While companies prioritize low ownership costs, availability of spare parts, and good service, individuals seek uniqueness when purchasing a Renault. From our perspective, the challenge lies in meeting these diverse needs and satisfying all parties.

Question: What is your strategy for attracting customers away from well-known brands in the Middle East?

Clearly, there are four brands that cover approximately 65% of the market share. Currently, our market share stands at 2.4%, with a target of reaching 5% by 2019. The factors that set us apart from our competitors are attractive design, numerous features, and competitive pricing.

Question: You mentioned that Renault is currently undergoing a transitional phase; can you elaborate on this?

Renault was first introduced to the Gulf countries in 2000, and since then, we have been learning and evolving to better suit local tastes and preferences. Today, we offer a range of vehicles that meet high standards of quality, customer satisfaction, after-sales performance, and design.

Question: What steps is Renault Middle East taking to enhance the after-sales value of its vehicles?

Currently, we have a plan to instill confidence in buyers by demonstrating our belief in our vehicles. We aim to do this not just during vehicle repurchases but also through the Renault Selection program, which offers a one-year warranty on certified pre-owned vehicles.

Question: What are Renault's plans for introducing electric vehicles to the Middle East?

You may be aware that we have introduced several electric vehicles in Lebanon, Jordan, and the UAE. Renault-Nissan is a leader in the electric vehicle market, holding about 50% of global electric vehicle sales. In this region, we aspire to be pioneers, collaborating with governments in various ways to make our electric models, such as the Kangoo, Zoe, and Twizy, accessible to everyone.

Question: What challenges does Renault face in making electric vehicles a viable option in the UAE?

While there are several challenges confronting us, we can narrow them down to three major obstacles. Externally, the biggest challenge we face is the infrastructure for the provision and operation of electric vehicles in the country. Internally, we encounter challenges such as making electric vehicles affordable and adapting them to the high temperatures of the UAE.

Question: Are there any plans to introduce the Twingo in the UAE?

The Renault Twingo competes in the small car sector, which is a niche market with sensitive pricing in the UAE. As a lifestyle-oriented vehicle, its price point does not allow it to compete effectively with existing models in the market.

Question: What models can we expect in the Middle East in 2017?

I can say that 2017 will be a year full of new models, with seven new models set to launch across the region. Expect to see models like the Megan, Megan GT, Logan, Symbol, Sandero, Dokker, and Captur. At the beginning of 2018, anticipate the launch of the new Duster and the new Alaskan pickup on the roads of the UAE.

Question: Can you shed some light on the best-selling model in the Gulf states?

The top five best-selling models in the Gulf and Saudi Arabia are:

Duster with 31% of sales
Symbol with 25% of sales
Fluence with 17% of sales
Dokker with 12.5% of sales
Captur with an estimated 9% of annual sales

Conclusion

The reason is that Renault in 2017 offers potential buyers unique designs, excellent technology, an outstanding service network, and easy availability of spare parts, all at a great price.