Groupe Renault managing director-Australia Anouk Poelmann began her automotive career in the 1990s in Europe.
Moving to Moscow in 2003 Poelmann progressed to the position of vice-president sales and marketing for Premier Automotive Group (Volvo, Jaguar, Land Rover), a division of Ford Russia.
She was the managing director of Volvo Cars Switzerland for five years, and recently held senior roles at Inchcape including Peugeot Citroen Australia managing director.
How did your experiences in Russia and Switzerland shape your ability to manage company turnarounds and disruptive transformations?
AP: My experiences in Europe taught me that company turnarounds can only be achieved step-by-step, where even the smallest movement forward represents progress.
The clear lesson I had confirmed during that time was a goal without a plan is just a wish.
Success begins by setting a strategic agenda that involves the leadership team and provides accountability.
I learnt to stay focused on delivering a consistent monthly performance. Even in uncertainty or tough times, commitment to delivering on a monthly plan provides great motivation.
What were the similarities and differences between managing Renault Australia in the 2020 pandemic and managing Volvo Car Switzerland during the Euro crisis?
AP: I observed more similarities than differences.
As in any crisis, communication is key.
Being transparent and keeping all the stakeholders informed with quality information is crucial.
Throughout the pandemic, at Renault Australia we stayed focused on our vision.
A crisis, by definition, is temporary. Our vision of sustainable growth, by comparison, is set in stone. Throughout the pandemic, we continually looked to set ourselves up to hit the ground running when the crisis eased.
In addition to increasing market share in 2020, I am confident we have set ourselves up for a successful 2021.
The only difference of note was the Euro crisis in Switzerland was a local problem, while the pandemic has affected the globe.
Renault Australia sold more than 800 vehicles to Australia Post before the supply contract was not renewed in 2018.
Now that Renault Australia offers an automatic transmission in the Trafic as well as the Kangoo and the Master – will the company be resubmitting a business proposal to Australia Post to try and win the business back?
AP: The Australia Post contract was successful in confirming Renault’s position as a leader in LCV design and promoting the benefits of our brand.
We are always open to new large-scale business opportunities; however, we are enjoying success with small to medium fleets and private sales.
Master continues to grow in popularity and we are expecting good growth for that model line in 2021 as the popularity of motor homes grows.
Is there a business case for the Kangoo ZE and the Master ZE particularly for last mile urban delivery applications in metropolitan Australia?
AP: Renault is passionate about the Kangoo ZE.
It was the first EV LCV launched in Australia and, as our history shows, Renault is committed to moving toward a zero emissions future.
I think it will require some form of incentive to encourage cleaner fleets.
Those incentives do not have to be purely monetary, either.
They could be a reduction in stamp duty, priority parking or commuter lane access on motorways.
Compared to many other countries, Australia is clearly a long way from seeing the uptake of EVs we see in Europe, US or China.
Sales of Renault SUV models were up in October but are 17% down year-to-date. Will the forthcoming launch of the new Renault Captur help to shore up sales, given the light SUV market seems to be the least affected by the current pandemic.
AP: Our dealers have achieved some great results in the toughest possible conditions. It was clear to see the effects of the lockdown in Victoria on some of our biggest dealers.
We managed to grow market share every month since May, a result of which I am immensely proud.
We have used the time in lockdown to put the building blocks in place for a successful 2021 and Captur will play a large part in that.
It has been a sales success and award winner in Europe with its combination of performance, technology and safety. We expect it to be a major player in the growing light SUV segment in Australia.
What are your expectations for the upcoming Arkana SUV? Do you think this will add incremental volume for Renault or might it cannabalise some Koleos sales?
AP: The dealer network is very excited by the Arkana.
We think its unique mix of coupe styling and SUV practicality will offer a real alternative for small SUV buyers.
We are very confident Arkana will add incremental volume.
There might be some cross shopping but, by the end of 2021, Renault will have great product in the light, small and medium SUV segments.
The Trafic, Master, and Koleos appear to have the greatest volumes of sales year-to-date for Renault Australia.
Will more marketing effort be placed upon Kangoo, as well as the Captur and Arkana upon arrival to gain market share?
AP: It is always a balance with marketing spend, but we will obviously focus on the new vehicle launches
as work to raise awareness of new SUVs in a crowded market.
Trafic and Koleos continue to be the biggest selling Renaults, but we expect Captur to be a major player in the light SUV segment and we will market the vehicle accordingly.
Master is a popular base for motorhome conversion and, with COVID-19 forcing more people to holiday locally; we are expecting good sales in 2021.
We will look to invest wisely on Kangoo marketing, as we do with all our advertising.
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