Renault, pioneer of the electric car : is this a real competitive advantage?

In 2009, Renault may have seemed to be taking a considerable risk when it launched its electric vehicle programme. Nearly ten years later, market signals, changes in technology, as well as environmental pressure and consumer taste have justified this strategy. The programme has even changed direction, accelerating production in order to benefit from its situation as a corporate ‘first mover’ (in other words, a company making inroads into a new market) and its new status as a major sector within the Renault Group in terms of volume and profitability. As Renault is writing this new chapter in its history, it is interesting to reflect on the choices it made and the initial lessons which were learned. We will discuss how quickly the market will now progress and under what conditions; and whether new rival companies will catch up with the trailblazers who fully intend to remain leaders in their sector.