Biz: Renault Korea’s PR Disaster: How a Single Symbol Wrecked a Billion-Dollar Project and Corporate Image
Industry insiders report that the scandal erupted after Renault Korea's promotional YouTube channel, "Renault Inside," featured the contentious symbol. The "index finger" gesture, rooted in the feminist community 'Megalia,' is infamously used to demean men. It previously sparked a boycott in 2021 when used in a convenience store ad and caused a storm of protests last year in a game company's promotional video, forcing the director to apologize publicly.
In a desperate attempt to contain the fallout, Renault Korea issued an apology on "Renault Inside," stating, "We sincerely apologize for the controversy caused by some scenes in a video created for internal promotion. Renault Korea has taken measures to ensure that the video is no longer shown, and we apologize again for any distress caused by the lack of careful review during the video production process."
The company also promised to be "socially responsible without any form of discrimination or hatred." However, critics were quick to slam this as too little, too late. Allowing the video to be repeatedly exposed rather than catching it the first time smacks of gross complacency.
The real kicker? Once labeled with a 'hate controversy,' Renault Korea is now a sitting duck in the ongoing gender conflict, attacked from all sides. To make matters worse, there's a real fear that the '2024 Busan Mobility Show' will be overshadowed by this fiasco.
Renault Korea had high hopes for the Grand Koleos, debuting it globally on the 27th. Codenamed Aurora 1, the new Renault Grand Koleos continues the legacy of Renault’s first and most successful global SUV, Koleos. Named after the Latin word 'coleoptera,' meaning strength and solidity, the Koleos is designed to exude a powerful presence. The addition of 'Grand' signifies the brand’s most premium SUV, boasting a larger body and class-leading rear seat space.
Stéphane Debles, President of Renault Korea, emphasized, "For 125 years, Renault has pursued innovation in everyday life with the brand's DNA of 'voiture à vivre.' The Grand Koleos is the result of strong global collaboration, the passion of our local researchers for implementing human-first technologies, and the production know-how and quality competitiveness of our Busan plant and suppliers."
But thanks to the "forefinger" debacle, Debles’ vision is in jeopardy. "Most companies have already learned from past mistakes and double-check all PR and marketing materials to avoid controversy," said one industry insider. "It's the same with partners we work with. Any hint of controversy can be damaging, and it seems Renault Korea dropped the ball here."
Renault Korea, attempting to defend itself, claimed, "We didn't do it with a specific intention," and added, "Above all, we are concerned about the personal information of those involved being spread and causing harm."
In summary, a symbol that was meant to promote has instead led to a PR nightmare, leaving Renault Korea scrambling to salvage its reputation and multi-billion-dollar project.