Renault on the Champs-Élysées: over a century of history and a new showcase

For over a century, Renault has occupied an iconic address in the heart of Paris: the Champs-Élysées. More than just a showroom, this showcase reflects the brand's innovation, expertise and boldness. Following on from the Atelier Renault, it is now time for le Défilé Renault - the carwalk Renault™, which opened its doors on September 17. A new chapter is beginning for Renault on the Champs-Élysées, continuing the unique history of Renault Group, a history combining prestige, automotive passion and modernity.

A pioneering presence on “the most beautiful avenue in the world”

In 1910, Louis Renault chose the Champs-Élysées as the location for Renault's first showroom, at number 51. A visionary, he already saw the unique potential of this avenue, a showcase for France around the world and therefore the ideal place to present his creations to the public. A stone's throw from the Grand Palais, where the Paris Motor Show was then held, setting up shop on this prestigious thoroughfare was an obvious strategic move: to capture the attention of an international clientele and provide Renault with a stage worthy of its ambitions.

Over the decades, Renault has continually reinvented its presence on the Champs-Élysées. In the 1930s, the site underwent its first transformation. Then, in 1962, the Pub Renault was born: a unique place in Europe, designed less as a simple showroom than as a place for conviviality and brand image enhancement. With this innovative concept, Renault ushered in a new era: that of “cars for living”, where the experience surrounding the automobile was as important as the mechanics themselves.

At the dawn of the 2000s, the showroom was transformed into the Atelier Renault, embodying the slogan “Renault, creator of automobiles.” For more than twenty years, this venue hosted exhibitions, cultural events, concept car presentations and technological innovations, attracting an average of nearly 1.8 million visitors per year. A true international showcase for Renault, it became a must-see destination for car enthusiasts and curious visitors from around the world.

A strategic showcase for Renault's image and experience

Renault has always maintained its presence on the “most beautiful avenue in the world,” and not just for the prestige of the address. This Renault showroom on the Champs-Élysées serves several key purposes.

Firstly, it offers visitors a unique experience. The space is designed as a place for living, sharing and discovering. Customers, tourists, enthusiasts and families can immerse themselves in the world of Renault, get hands-on with innovations, discover iconic vehicles and learn about the mobility of tomorrow.

This presence also serves as a powerful symbol of French expertise. On this world-famous avenue, home to luxury brands, fine dining and haute couture, Renault embodies French industrial and technological excellence. Here, the automobile is presented as a way of life, at the crossroads of design, engineering and emotion. Finally, Renault is actively participating in the project to revitalize the Champs-Élysées.

Against a backdrop of urban and commercial transformation, the brand is helping to breathe new life into the avenue by offering a modern, open and attractive venue. The location is thus becoming a privileged meeting point between the brand and the world, as well as a laboratory for experiments related to mobility and new customer expectations.

The “Défilé Renault”: the dawn of a new era

Renault is opening a new chapter with le Défilé Renault - the carwalk Renault™, designed by architect Franklin Azzi. This project, which opened its doors on September 17 at 53 Champs-Élysées, marks a real revolution.

Designed as a mobility laboratory, this venue offers an immersive and multifaceted experience. The permanent Renault exhibition of 18 vehicles is complemented by a central agora for conferences, temporary exhibitions and live broadcasts. Visitors can finance, buy or lease a car, discover the latest innovations and take advantage of Renault's after-sales service. Renault has also developed a digital twin of this showcase, set in a sophisticated virtual universe that traces 125 years of the brand's history through an interactive journey, in which visitors can move around to discover 85 models, from the oldest to the most recent.

The name itself, “Défilé Renault,” illustrates the ambition of this venue. The play on words with “carwalk” (a nod to the fashion catwalk, where models strut their stuff to showcase designers' creations) highlights the parallel between automobiles and haute couture: each visitor is invited to take part in a parade where design, elegance and innovation come together.

With this new showcase, Renault is affirming more than ever its role as a pioneer and major player in the mobility of tomorrow, combining historical heritage with a vision for the future.