SHANGHAI, March 3, 2016 – Auto Brand Names Dongfeng-Renault, the joint-venture between world’s leading automotive manufacturer Renault and one of China’s top automotive manufacturers Dongfeng, launched the new compact-crossover KADJAR with Chinese name 科雷嘉 in China. KADJAR, a new addition to Renault’s crossovers lineup, was first debuted globally at the 2015 Geneva Moto Show.
Founded in 2013, Dongfeng-Renault is a joint-venture between Dongfeng Motor and Renault S.A. with the capacity of manufacturing locally. KADJAR is the first Renault model that is produced locally in China.
Labbrand, a leading China-originated global brand consultancy, worked closely with Renault to create the new brand. Based on the new model’s brand positioning and key attributes, Labbrand developed the alphabetical name KADJAR as well as Chinese name 科雷嘉 [kē léi jiā]. Coherent with the names of Renault’s other crossovers, Captur and Koleos, the name KADJAR is powerful and exotic, conveying a sense of agility, energy and lifestyle. Phonetically echoing with the alphabetical name, the Chinese name 科雷嘉 [kē léi jiā] emphasizes on the consistency with another Renault model Koleos 科雷傲 [kē léi ào].
“KADJAR is a great model combining beautiful design and excellent performance. We are confident the brand identity we created: KADJAR 科雷嘉 will set the model on a successful journey in the Chinese market,” said Amanda Liu, VP & Creative Director of Labbrand.
With a robust marketing campaign, KADJAR started pre-sales in January 2016, widely implementing the Chinese name.
KADJAR 科雷嘉 offers a combination of aesthetics, maneuverability and technology. With a strong and memorable Chinese identity, the brand is set to conquer the passionate and aspiring young market in China.
Auto Brand Names Renault S.A. is a French multinational vehicle manufacturer established in 1899. The company produces a range of cars and vans, and in the past, trucks, tractors, tanks, buses/coaches and autorail vehicles. In 2013 Renault was the eleventh biggest automaker in the world by production. In 2013, Renault sold 2.6 million vehicles worldwide and had the lowest average CO2 emissions among generalist brands in Europe, with 110.1g CO2/km.
Labbrand is a leading China-originated global brand consultancy, working collaboratively with consumers & corporations to build and strengthen brands through culturally relevant actions. To achieve success and brand innovations, Labbrand seamlessly coordinates research, strategic decisions, and creative implementation.
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