Arnaud Belloni: “The Casablanca RNLT showroom is the first of its kind on the continent”[Interview]

Going to Morocco to inaugurate the first “RNLT” showroom on the continent, Arnaud Belloni, Chief Branding Officer and VP Marketing Renault, sheds light on this innovative concept. With this new approach, Renault rethinks the customer experience by creating more compact and immersive spaces, adapted to large metropolises. In this interview, Mr. Belloni returns to the group’s ambitions, but also to the first returns of the concept, and to the strategic place of Morocco in this transformation.

Challenge: Can you explain the vision behind the concept of RNLT showrooms and what distinguishes them from traditional showrooms?

Arnaud Belloni: “RNLT” is the abbreviation of Renault, a refined visual identity which reflects an innovative approach to automotive trade. This new concept is based on a compact sales format, far from traditional concessions, with reduced spaces and reinforced immersion for visitors. Designed as an urban store, RNLT covers around 250 m², exhibiting three vehicles in the heart of the prized districts of large metropolises. The objective is to bring the Renault universe where people live and consume, targeting high -end areas in large world capitals. This format has already taken root in Milan, Paris, London, Berlin, Brussels, Rotterdam, as well as in Colombia, Argentina, and South Korea. With around thirty openings to date, ambition is to reach more than 120 medium and long -term spaces around the world.

These immersive showrooms embody a dynamic and modern atmosphere, highlighting Renault’s electrified expertise. This innovative commercial approach aims to redefine the customer experience and accentuate the visibility of the RENAULT clean mobility range.

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Challenge: What returns have you received customers on the first RNLT showrooms deployed internationally?

A.B. : The first returns we had on these openings are extremely positive, confirming the success of the concept. The proposed experience is seduced, offering an immersive and innovative framework. Clearly, the installation of points of sale in areas where car manufacturers, of which Renault, had disappeared for almost 20 years, made it possible to reconnect with clientele that needs to see and interact with vehicles before buying. Contrary to the widespread idea that everything can sell exclusively online, it remains essential to provide consumers with physical experience to promote the purchasing decision. I think these new spaces attract new customers, including buyers who did not previously have Renault vehicles. In addition, they contribute to a strong dynamism on the segment of high -end vehicles, thus strengthening the group’s commercial strategy.

Challenge: How does Morocco integrate into your global vision of deployment of this concept?

A.B. : The Casablanca showroom is the first of its kind on the continent. In the future, it is quite possible to develop other “RNLT” spaces in other major cities in the kingdom. In addition to Morocco, we plan to open a new establishment in Egypt, more precisely in Cairo. Regarding Morocco, it is a strategic market for us, not only because of our industrial ecosystem, which includes two factories employing more than 10,000 people, but also because we occupy a leading position, with Dacia at the top of the market and Renault on the second step of the podium. Not to mention that the kingdom plans to host major events in the coming years, further strengthening the dynamics of the automotive sector. Precisely, our brands have great popularity, Renault falling into the country’s recent history, since the boom in the automotive industry. I will add that this expansion strategy reflects our deep attachment to this market.

Challenge: As Chief Branding Officer, how do you see the evolution of the Renault brand in the face of current trends, such as electrification and digital?

A.B. : Renault has made a real revolution in just four years. Today, the brand has been transformed to become one of the most profitable on the market, with a rejuvenated and reinforced identity. She now establishes herself as a key actor in the full hybrid, occupying a reference position just behind Toyota. In the field of electricity, the rise in power is progressive, and the brand intends to conquer leadership on the European market. Be that as it may, Renault’s image has improved considerably, and the brand manages to convince a new customers, including the one who had turned away from these vehicles. I can assure you that with this dynamic, Renault will continue to assert its commitment to the innovation and mobility of the future.

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Challenge: How does Renault intend to support Morocco’s energy transition while strengthening its presence on the market?

A.B. : Renault displays a remarkable performance on the Moroccan market, with a market share equivalent to that it holds in France. It is a real source of pride, but we are convinced that it is possible to go even further. To strengthen our presence, it is essential to continue to introduce new models, but also to support Morocco in its transition to electrification. This involves private vehicles such as the Renault 5 E-Tech and, soon, the Renault 4 E-Tech, but also through the development of utility vehicles adapted to the needs of the market. Morocco is one of the most advanced countries in Africa in terms of technology and innovation, and we are convinced that Renault can be a key partner in this dynamic, by providing its expertise and mobility solutions adapted to the requirements of the Moroccan market.

Challenge: How does Renault perceive the future of the customer experience in automotive matters?

A.B. : I would say that the evolution of the customer experience in automotive is a complex subject, and opinions can vary. Some believe that the sale of cars can now do without physical contact, while others, like me, believe that human interaction remains essential. The customer experience often starts online, on a smartphone, a connected watch, or another digital medium, but it continues very quickly in the physical world. This is where emotion plays a key role: to be present at each point of contact with the customer, both physically and digital, with a careful and elegant approach. In a showroom like this, the environment should not only be aesthetic and immersive, it must also offer quality human interaction. The presence of competent professionals is essential to inform, reassure, advise and establish a real link with the customer.

His journey
Arnaud Belloni has solid experience in the automotive sector in France and internationally built in several manufacturers. He graduated from the School of Commerce of Commerce in Compiègne and a 3rd cycle in communication at ESC Toulouse. He started his career in the automotive industry in 1993 in Renault marketing teams. In 1999, he took responsibility for the product department and then marketing of the Skoda brand in France. He joined Fiat in 2004 where he notably held the positions of marketing and communication director of the Fiat, Alfa Romeo and Lancia brands in France then director of the Lancia brand in France. In 2011, he joined the teams of the Fiat Chrysler Automobiles group in Shanghai as marketing director for the Asia Pacific region (8 brands, 12 countries). In 2015, he was appointed Marketing, Communication and Sport Director of Citroën for Le Monde. It was in 2020 that he joined Renault Group.

M-AUTOMOTIV inaugurates the first “RNLT” showroom by Renault in Africa

It was in Casablanca, and more precisely at 25, boulevard El Massira, that the first “rnlt” in Africa opens, managed by M-Automotiv. This modern 206 m point of sale offers an unprecedented experience for automotive enthusiasts, which can discover the new electric and hybrid vehicles of the Renault brand, as well as a store of derivatives. Among the vehicles available, customers will have the chance to discover several models in the range, including the Megane E-Tech Electric, the Austral Full Hybrid E-Tech, the Arkana Full Hybrid E-Tech, but also the R5 E-Tech Electric, whose launch in Morocco is scheduled for September 2025. This innovative site also provides an interactive digital showroom Specifically to the brand, products and Renault technologies, to guide each customer to the vehicle that best suits their needs. Thanks to this innovative solution, visitors can explore a wide range of models, technologies, engines and personalization possibilities. The site is open Monday to Saturday, from 10 a.m. to 7 p.m.