Renault's new brand-led approach to focus on sustainable mobility

Renault's new brand-led approach to focus on sustainable mobility

LONDON - Renault is to run a brand campaign early next year to support its shift to a sustainability-based marketing strategy.

At the Frankfurt Motor Show two weeks ago, the French car manufacturer unveiled its Zero Emission sub-brand, which comprises four electric cars, due to be rolled out in 2011.

A fresh global strapline, 'Drive the change', will back the plans to reposition Renault as an 'innovative, people-friendly company', pioneering sustainable mobility.

The brand-led approach marks a departure for Renault, which has traditionally focused its advertising on big-selling models such as the Clio and Megane.

Phil York, Renault's UK marketing director, confirmed that the marque will launch a major ad campaign, created by incumbent agency Publicis, in the first quarter of 2010.

York, who joined Renault earlier this year, said it was important for the brand to build awareness of electric vehicle technology ahead of the launch of the Zero Emission range.

His predecessor, Emmanuel Bouvier, is overseeing the marketing for the sub-brand in his role as brand director for electric vehicles. In July, Renault appointed former Audi and Skoda marketer Chris Hawken to the role of brand communications manager. 

Renault UK's new car sales are down 55% in 2009, according to the Society for Motor Manufacturers and Traders.

 

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