Renault Mexico SUV Accessories Strategy

I collaborated with a multidisciplinary team to tackle a real-world challenge from Renault Mexico: how to increase the visibility and sales of their SUV accessories.

Our approach was rooted in design thinking, supported by strategic design and marketing insights. I personally introduced and adapted Rapaille’s cultural code framework, which became a key pillar of the final solution and was fully adopted by the company.

Through on-site research in car dealerships and a quantitative user study, we uncovered deep insights about consumer behavior—perceptions, somatic markers, brand relationships, external influences, and mental models tied to the Renault identity.

We created a linguistic design strategy that would promote a culture of accessory recognition in the consumer's mind, we called it the Renault Code. This involved a comprehensive manual detailing:

The transition from the existing brand code to the new one

Linguistic and visual criteria for consistency

Communication strategies integrating vehicles and accessories as a unified system

For their target audience, accessories shouldn't be seen as separate add-ons, but as essential elements that enhance the lifestyle experience Renault offers. This strategic reframing strengthened their accessory line’s presence in the customer's mental map and was implemented by the company as part of their communication approach.

Niche Audience Interviews

Research Analysis

Communication Manual including Brand Code, Linguistic and Visual Criteria, Communication Strategies

In-Site Presentation