Global strategy and local culture : can the same product combine both interests ?

Globally, most of the growth in the car market sector is now taking place in emerging countries. In terms of services and prices it is therefore necessary to offer products which are suitable for these prospective clients. Drawing on his experience of the Renault Logan programme, Jean-Marie Hurtiger outlines the strategy of car manufacturers who are attempting to reconcile cost optimisation with a large enough range of vehicles to appeal to consumers from many countries. The first priority is to design a global platform which meets the expectations of local consumers, using a technology which is close to the targeted markets. The second priority is to reduce costs by an optimal distribution of production around the world. Manufacturing sites and suppliers of each part are chosen in order to optimise production factors. The result is an extremely complex management of logistic flows. Nonetheless, the global success of a vehicle is not only due to a well devised strategy, but also seizing an opportunity.