Outgoing Renault Korea CEO drives carmaker’s revival

Renault Korea CEO Stephane Deblaise speaks during a media event to celebrate the launch of the carmaker's Scenic E-Tech electric vehicle in Seoul, June 26. Courtesy of Renault Korea

Renault Korea’s outgoing CEO Stephane Deblaise will soon embark on a new global challenge in India, after driving a remarkable revival of the carmaker’s once-flagging Korean business.

He is set to end his tenure in Korea by the end of August, and start a new position as a top executive for the French carmaker’s Indian subsidiary.

Deblaise took office as the CEO of Renault Korea in March 2022, facing the daunting task of rebounding the firm's sales. He stood at the forefront of the "Aurora project," under which the carmaker shared its plan to launch three new strategic vehicles starting in 2024.

Last year, Renault Korea surprised the market with the successful launch of the Grand Koleos SUV, the first effort from the project. The hybrid version of the mid-size SUV, in particular, has fueled a strong sales rebound since its debut in September.

According to data from the carmaker, Renault Korea’s auto sales surged to 32,065 between January and July to 32,065, a 152.8 percent increase from a year earlier, with the strategic SUV accounting for more than 80 percent of the total.

The engineer-turned-CEO played a pivotal role in the unprecedentedly strong success of the new vehicle in Korea, with cumulative sales of the Grand Koleos reaching nearly 50,000 units by the end of July.

Deblaise is also recognized for his long-term vision of sustainable growth of the carmaker. On the production side, he focused on renovating its manufacturing facility in the southern port city of Busan, making the production line capable of assembling both hybrid cars and electric vehicles.

He made the decision with a view toward achieving sustainable sales growth for the carmaker not only in Korea, but also in other countries by boosting exports with the upgraded manufacturing facility.

Deblaise also spearheaded the brand’s strategic transformation by replacing its existing emblem with Renault Group’s signature lozange.

His efforts to boost customer engagement also bore fruit by enhancing the firm’s corporate image. One move was the launch of its new flagship store in Seoul, Renault Seongsu, which now serves as the firm’s cultural hub.

“Stephane Deblaise has contributed a lot to transforming Renault Korea into the group’s major global hub for vehicle development and production,” a Renault Korea official said.

“His strong leadership and technological expertise have undeniably created fresh momentum behind the company’s rapid rebound.”