Drivers face black or white choice to speed up new-car delivery

PARIS, July 12 (Reuters) – For Emilie Malherbe, choosing the colour of her brand new Renault (RENA.PA) Arkana SUV was uncomplicated because only 3 have been readily available: black, pearl-white and grey.

She and her husband quickly settled on gray for the reason that what mattered most was finding the vehicle shipped rapidly.

“We read on television that we could confront delays of 6 to eight months to get a new car,” said Malherbe, 41, a resident of the Calvados area in northern France. “I smiled when I was advised 30 days. But I acquired it in 15 days, which was excellent.”

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Facing a world wide lack of semiconductor chips and other offer-chain disruptions, carmakers in Europe are providing pared-down selections for automobiles so customers can get a new vehicle before summer season trip period ends.

This is a important reversal for an sector that has leaned intensely on customisation, which complicates producing processes and erodes revenue.

As an alternative, legacy carmakers are next Tesla Inc , whose bare-bones solution to car alternatives has aided strengthen profit.

If they want a auto speedy, people have little to choose from.

Renault’s “Speedy keep track of” offer you on the Arkana, previously becoming sent in France, assures a new vehicle in a greatest of 30 times – compared with an average hold out of 5 months.

The automobiles arrive in only 3 colors, compared to the regular total variety of six. Only the one trim amount (RS Line) is accessible and there is but just one preference of engine. Speedy-observe orders accounted for 50 % of Arkana new car registrations in France in June.

If any buyers request supplemental options, shipping and delivery is not guaranteed, according to Renault.

‘FEAR OF Eradicating SALES’

A source close to Renault advised Reuters the French carmaker expects these simplified features to raise across the industry for the reason that supply-chain issues will not close shortly.

“It sends the information that lowering business and specialized variety is suitable with great business enterprise,” the supply explained.

For years, legacy carmakers have taken the approach that the means to personalize colour, trim and equipment – and remotely monitor the vehicle’s development as it is crafted – is very important to the revenue pitch.

But according to a 2020 assessment from automotive guide J.D. Electric power, throughout the vehicle business 98% of the design combinations promote fewer than 50 units each and every and cumulatively account for just 25% of total sales.

The remaining 2% of mixtures accounts for the remaining 3-quarters of income.

This is a very long way from Henry Ford’s mantra for his Design T that clients could have “any color so prolonged as it is black,” in purchase for the production line to focus on effectiveness and quality. Ford established Ford Motor Co (F.N) in 1903.


Some key carmakers have talked periodically about the require to get back to less choices, but have identified it tough to abide by by.

In the U.S. marketplace, for occasion, substantial gentle-responsibility pickup vans come in 70,000 combos, explained J.D. Electricity analyst Doug Betts.

“The market has charged up this hill numerous times,” Betts reported. “It is just not ever been distinct how to handle the trouble.”

“The concern is that if you don’t have data on which variations to reduce, you could get rid of profits,” he included.

Source challenges and the need to have to simplify industrial processes to fulfill the wide price tag of electrification may perhaps have improved that.

“The automotive business is suffering from a real paradox: on the 1 hand, it wishes to generate on need alternatively than ‘pushing steel,’ but lowered merchandise variety would make it a lot easier for clients to come across the models they want in stock,” stated S&P World wide Mobility analyst Denis Schemoul.

“The reduction in diversity added benefits everybody,” he added. “And everyone will stick to, even the Germans.”

Confronted with part shortages, Volkswagen AG (VOWG_p.DE) in February slash selections for its electrical ID3, now accessible in Europe in a solitary version to shorten shipping and delivery moments.

“The precedence of the Volkswagen brand is indeed to offer an offer you that can be delivered to its clients as shortly as achievable regardless of limitations linked to the lack of semiconductors,” VW reported in a assertion.


The slimmed-down “Up & Go” present from Renault’s reduced-charge model Dacia is focused on engines and trim traces relatively than cutting down color choices.

“By guiding clients to two engines and a one end, there is no longer an shame of selection … and thanks to this, from an industrial position of see, it is considerably a lot easier to software, to agenda,” said Dacia logistics and distribution director Dimitri Manoussis.

The system cuts 40 times off shipping moments. Dacia says “Up & Go,” which is out there in just 14 combos, accounts for 30% of Duster SUV income in France, even though 400 combinations account for the remaining 70%. The Duster is Dacia’s next-best selling car or truck.

“If we minimize products variety, we make a ton of points far more fluid,” Manoussis claimed.

Dacia will roll out “Up & Go” throughout its entire selection and develop it to Belgium, Morocco and Portugal by the close of the 12 months, followed by the United Kingdom.

Renault’s “Ready to Go” is also great for the carmaker’s margins considering the fact that the simplified “quick track” Arkana begins at 38,630 euros ($39,348), a equivalent cost to the model’s best trim, the RS Line.

For consumers like Emilie Malherbe, who at first wanted a thoroughly loaded RS Line, going for a more simple solution was the only way to get a auto in time for summer time.

A lot more simplification is coming. Stellantis has lower the entry-degree model of its new Peugeot 408 and will provide only two trim levels.

“The new 408 focuses on the most requested trim ranges,” explained Peugeot merchandise director Jérôme Micheron. “This will simplify the client journey.”

“It is simpler and faster to configure your car on our web-site when there are not too lots of options,” he added.

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Reporting by Gilles Guillaume in Paris and Joseph White in Detroit
Composing by Nick Carey
Editing by Ben Klayman and Matthew Lewis

Our Criteria: The Thomson Reuters Trust Principles.