In a context of unprecedented industrial revolution, Luca de Meo, CEO of Renault, imposes his vision. His criticisms of European goals on electrification and his calls for pragmatism resonate beyond the automotive sector. But who is this man, at the crossroads of industrial strategy and innovation?
A leader facing colossal challenges
Since his arrival at Renault in 2020, Luca de Meo has taken the reins of a company in the grip of a deep crisis. With a historic loss of 8 billion euros, the diamond brand seemed out of breath. De Meo responded with "Renaulution", a strategic plan aimed at transforming the group, focusing on upscaling and a transition to electric.
However, he remains clear-eyed about the challenges. According to him, the European goal of 100% electrification by 2035 is "untenable." In an interview with Ouest-France, he stated: "We are facing a wall." He points to the dependence on batteries and the high production costs, but remains convinced that electric represents part of the future. A pragmatism tinged with voluntarism.
The man behind the strategist
Born in Milan in 1967, Luca de Meo developed an early passion for automobiles. He still remembers his first ride in a Lancia Fulvia HF, at the age of 7, alongside driver Arnaldo Cavallari. This spark led him to pursue studies at Bocconi University, where he specialized in business ethics, a pioneering discipline at the time.
With a career that led him to live in 12 countries and speak five languages, De Meo quickly climbed the ranks. After an initial stint at Renault, he made his mark at Fiat, where he revived the Abarth brand and transformed the Fiat 500 into a global icon. This talent for breathing new life into brands was confirmed at SEAT, where he turned around finances and created Cupra, an innovative and high-performing brand.
A marketing visionary
Luca de Meo is a maestro of industrial storytelling. At Fiat, he managed to associate the Fiat 500 with an elegant and accessible lifestyle. At SEAT, he positioned the brand as the trendy choice for younger generations. Today, he applies this recipe at Renault. The electric Renault 5, expected in 2025, aims to redefine accessibility to electric while reviving the soul of a legendary model.
In his book From 0 to 500, Luca de Meo reveals an approach where strategy and passion converge. It is not just a management manual, but a personal manifesto where he shares his unique vision of the automotive industry.
A divisive leader
His strong positions on European electrification policies attract both admirers and detractors. Some label him a provocateur, especially after his decision to stop the F1 engine at Alpine. Others, on the contrary, praise his pragmatism and ability to face market realities.
He does not hesitate to denounce the contradictions of European regulations. "Uniform rules ignore the particularities of each country," he asserts. According to him, Brussels risks causing a massive deindustrialization if it does not adapt.
A future marked by innovation
Despite the obstacles, Luca de Meo moves forward with boldness. Under his leadership, Renault is betting on the circular economy, notably with the Refactory plant in Flins, a model of industrial conversion. He also promotes large-scale electric leasing, a solution he deems essential to make electric vehicles more accessible.
In 2023, he left the presidency of the European Automobile Manufacturers Association (ACEA), where he advocated for a more coherent industrial policy in the face of American and Chinese pressures. His mandate will remain a pivotal moment for the European automotive industry.
Luca de Meo, just a man of his time
Luca de Meo is much more than a leader: he embodies a vision capable of reconciling ecological ambition and economic realism. Pragmatic yet dreamer, strategist yet passionate, he turns every crisis into an opportunity.
As Renault navigates through tumultuous waters, the future of the European automobile may well depend on his ability to shape a new paradigm. Will Luca de Meo go down in history as the man who redefined the industry? History, like him, moves forward with boldness.
