Luca de Meo’s departure invites us to look in the rearview mirror at the path traveled since his arrival in July 2020, even though it is still too early to assess all of his actions. Let us remember Louis Schweitzer: when he left the company in 2005, some still doubted the relevance of acquiring Dacia… and yet today we can see the immense success of that brand.
We can already credit Luca de Meo with redefining the positioning of each of the Group’s brands: Renault, Dacia, Alpine, Mobilize. Each now has a clear and strong identity, along with a vision for the coming years, and Luca de Meo’s expertise in marketing has fully lived up to expectations. For other, more structural decisions, it will take time before they can be properly evaluated.
Let’s hope he can apply his marketing skills with the same success in the other major French group he has joined, a global luxury leader. This move is all the more relevant given that the luxury industry relies almost entirely on marketing.
In contrast, in the automotive industry, marketing is necessary but not sufficient. Other strong disciplines are essential to design, manufacture, and sell beautiful, reliable, and durable vehicles that customers want to buy. Perhaps, after having “done the marketing job,” it was indeed the right time for him to hand over the reins. The momentum he gave to the Renault Group’s brands is strong enough to continue after his departure. And while the stock price dropped upon the announcement, indicating that investors appreciated him, it does not mean he was indispensable.
Let’s measure some results using the following charts created by AASR to assess long-term trends:
1/ Revenue has seen steady growth since 2021, reaching in 2024 the peak levels previously achieved between 2017 and 2019. More notably, the revenue per vehicle has increased significantly and unprecedentedly: we are selling our vehicles better.
2/ Operating margin has exceeded the previous 2017 record over the past two years: we have moved our vehicles upmarket.
3/ However, net earnings per share remain modest, as fewer vehicles were sold. Consequently, the dividend per share has been cautiously reduced this year.
This mixed short-term assessment will need to be complemented by the future impact of strategic directions initiated during this period : such as the creation of Horse and Ampere.