Renault is on a drive to drastically reshape its brand image in the UK, revealing a new 'rethink' promotional campaign aimed at promoting the unique design and technical attributes of its EVs.
Launched ahead of the new Renault 5's unveiling at Geneva in February, 'Renault Rethink' is a package of promotional content - billboards, social media placements and print pages – that showcases the French brand's new ethos: "We never did ordinary, we don't do same, we do revolution."
It all ties into CEO Luca de Meo's Renaulution transformation strategy, launched in 2021 as an all-encompassing suite of measures aimed at providing the basis for Renault's future growth and expanding its EV line-up.
The featured cars are the brand's three current EVs: the 5, Scénic and Mégane.
The campaign is "designed to be bold and colourful to convey Renault's confidence three years into the radical Renaulution plan" and to show off features that "reassert Renault's position as a leading player in an increasingly future-facing, tech-led market".
Renault UK marketing director David Isherwood said the new promotional material is emblematic of a "pivotal moment" for the 124-year-old marque.
"There's a milestone coming with the reveal of the Renault 5 at the Geneva motor show," he told Autocar. "So it was time really to grab some attention and get people to see the new Renault of today."
The image of 'new Renault', he explained, is bound up in the striking designs of its latest cars, the powertrains they use and the technology incorporated within.
"There has been a huge transformation of the cars in terms of hybrid and electric and in terms of technology overall; the fact that we integrate Google into our cars – and we're one of the only brands that does that – and in terms of what we're doing in safety, connectivity and sustainability."
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