Heated Argument
Companies are like people: sometimes they argue. However, companies prefer to do this behind the scenes to prevent any damage to their image. But that doesn’t always work… Like the heated argument between the British Renault importer and an English bank. Caused by a report on the British used car market, in which the Renault Laguna II was mentioned as the model that loses its value the fastest of all cars in the United Kingdom.
During an evening of searching, the editors came across a heated, but never resolved argument. A rare look behind the scenes of two large companies, fighting it out. What was going on?
January 2004: worth a third of the new price after three years
In January 2004, the British bank and insurer Alliance & Leicester published a report on the British used car market. That report names the Renault Laguna as the model that loses its value the fastest of all cars for sale in the United Kingdom. A Laguna is worth only a third of its new price after three years – a depreciation of no less than 70 percent. The story attracts the attention of the British tabloids, which jump on it with bold headlines like Lose with a Laguna and Renault La-Goner. The British Renault importer reacts furiously with a statement stating that the bank clearly has no understanding of the car market and even less of doing research. Alliance and Leicester should be ashamed to associate its name with this kind of shoddy work. In addition, Renault is filing a lawsuit. Understandable, because in the meantime several customers are reporting that they want to cancel their ordered Laguna. Renault points angrily at the report, although it seems that something else is now also playing around the Laguna…
Toyota also feels shortchanged
Alliance & Leicester is not intimidated in any case and accuses Renault of defamation. The situation escalates further as others get involved. Toyota also feels shortchanged by the report, calls the research ‘suspicious’ and stands firmly behind Renault. The heated argument keeps the British automotive press busy for the entire month of February, but then it suddenly becomes quiet. Interestingly enough, it is impossible to find out how the case ends. Alliance & Leicester removes the report ‘for pragmatic reasons’ from the website and with that the matter seems settled. Things don’t go well with the Laguna. It is becoming clear that the handsome mid-range car is a serious problem case. More and more stories are appearing of desperate Laguna drivers who barely get to drive between repairs.
Laguna Name Tainted
Renault introduces the second generation of the Laguna in September 2000 as a hatchback and Grand Tour station wagon. The success is great, but short-lived. The facelift, a world premiere at the AutoRAI of 2005, cannot turn the tide. Although it is a great car from 2005 onwards, the Laguna name turns out to be too tainted. Customers also ignore the completely new third generation (2007), which is why Renault decides to stop with the Laguna altogether in 2015.
The first Laguna (1995) is solid and reliable, but also a bit boring. The Laguna II seems to have everything going for it. It looks good, has the latest technology and is the first car ever to receive five stars in the crash test. Unfortunately, the car turns out to have many teething problems. Renault intervenes, but the damage has already been done.