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Renault Faces Turnaround Before Launching Boreal SUV: Argentine Takes Command in Brazil After Series of Unexpected Dismissals
Despite the growth in global sales in the first quarter of 2025, enthusiastically reported by Renault in the documentary “Anatomy of a Comeback”, the company is experiencing turbulent days at its executive summit. Just in the last few weeks, three prominent figures have left their positions: Luiz Fernando Pedrucci, CEO of Renault Latin America; Luca de Meo, global CEO of the group; and now, Ricardo Gondo, former president of Renault Brazil.
The succession of dismissals has been so intense that the European press is already comparing the automaker’s situation to a “pilotless control room”. The managerial instability comes at a time when the brand is trying to strengthen its position in Latin America, a strategic region for vehicle production and export.
From Renault to Luxury: Luca de Meo Moves to the Fashion World
The most publicized departure was that of Luca de Meo, who faced criticism in France for his salary of 5.5 million euros. The executive surprised the market by announcing his migration to the luxury fashion sector, where he will take the helm of the holding company Kering, responsible for brands such as Gucci, Yves Saint Laurent, and Balenciaga.
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The transition has generated comments in both the automotive and fashion industries, as de Meo moves from popular cars to million-dollar brands — a symbolic shift that also reflects the internal exhaustion within Renault. Experts point out that the change also represents a detachment from the highly pressured political environment characteristic of the European automotive sector, especially after clashes with the French Parliament.
Ariel Montenegro Takes Control of Renault Brazil
The command of Renault in Brazil is now in the hands of Ariel Montenegro, an Argentine engineer from Córdoba and former president of Renault Colombia. At just 39 years old, Montenegro has already been highlighted by Forbes as one of the most innovative CEOs in the country and, just hours before his appointment, was in Bogotá preparing for the launch of the new generation of the Duster.
His education is from the National Technological University of Argentina, and his career includes stints at Renault in France and the Americas. He started as an intern at Renault Argentina in 2005 and now holds the highest position in the Brazilian operation.
Renault Brazil announced his arrival with the following official note:
“Ariel Montenegro will report to Fabrice Cambolive, CEO of the Renault brand. He is an Argentine mechanical engineer, graduated from the National Technological University of Argentina, and began his career at Renault Argentina as an apprentice in 2005. Throughout his career, he has held various positions in the Americas and France. In 2020, Ariel was appointed executive director and head of the CEO of the Renault Brand, where he supported the development of the Renault Strategic Plan. He worked closely with the executive committee in coordinating and directing the Renault Group. In 2022, Ariel was appointed president and CEO of Renault-Sofasa, the group’s subsidiary in Colombia. In 2024, he was recognized by Forbes magazine as one of the most innovative CEOs in the country.”
Renault Brazil announced his arrival highlighting his strategic role in implementing the company’s sustainable growth plan, the Renault Renaulution.
According to the automaker, Montenegro will report directly to Fabrice Cambolive, CEO of the Renault brand. The expectation is that he will be able to maintain operational stability amid the structural and managerial changes that the group faces globally.
Boreal: The Future of Renault in Latin America Arrives in July
The expectation is now focused on the launch of the new Renault Boreal, scheduled for July 9 in Brazil. The SUV will be produced in the country and will focus on supplying all of Latin America, with plans for export to other emerging markets.
The model is still shrouded in mystery, but spy images indicate a robust, modern design tailored to Latin American tastes. The Boreal will be a key piece in Renault’s attempt to regain market share against advances from competitors like Stellantis and Toyota.
The mystery that once surrounded the design and specifications of the Boreal now shifts to a larger question: who will truly be on stage representing Renault during the launch?
A Decisive Moment for Renault
The profound changes in leadership occur precisely when the company is trying to consolidate its image in South America. For many analysts, the future of the Renault group in the region — and perhaps in the world — may depend on the success of the new generation of executives.
With the Boreal about to debut, Ariel Montenegro assumes a strategic position that will require political balance, team leadership, and business vision. The coming months will be decisive not only for him but for Renault’s own fate on the continent.
Ariel Montenegro’s management and the reception of the new SUV in the market will undoubtedly be the next chapters of this ongoing corporate saga.
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