This case describes the successful gender diversity initiative in Renault’s French Retail sales team. Between 2008 and 2010, Renault increased the number of sales women in its owned dealerships in France from 14 percent to 31.9 percent. The case discusses how Renault’s introduction of its Dacia models to the French market in 2008 and 2009, and the centralization of the dealerships’ recruitment decisions for all of their commercial positions helped Renault to integrate more female sales staff in its sales teams. Using business case arguments such as better responding to the needs of the increased numbers of female car buyers provided Renault’s gender diversity initiative with relevant top management support. The case also describes how throughout the initiative’s development and implementation phases Renault responded to challenges such as the negative image of the sector amongst women due to perceived chauvinism and the competitive ambiance.
GRÖSCHL, S. et TAKAGI, J. (2012). Gender diversity in Renault’s showrooms: challenges ahead. ESSEC Business School.