- Renault has succeeded at putting its fully-electric Scenic E-Tech at the front of British media, after an advertising and promotional campaign we can confidently say has never been done before.
- Renault’s ‘Relationship Breakdown Cover’ promotion guarantees Scenic E-Tech buyers in the UK that they can have a full refund on the purchase price, in the case of an official divorce.
- Of course, this offer has lots of fine print, but nonetheless has been successful in propelling the Scenic E-Tech into the country’s mainstream media.
Unusual campaign from Renault a success
With this generous offer, Renault are confident that the Scenic E-Tech, which won the 2024 Car of the Year, is such a competent electric family vehicle, with its calming silent drive, and abundance of technology, that it will prevent what it calls ‘carguments’ – hence divorces are unlikely to occur among Scenic E-Tech drivers. There are several exclusions – buyers must have purchased the car in cash, and owned the car at least a month. You’ll have to return the car too, but a full refund will be given less any damages or wear.
While the offer is unlikely to have many takers in reality, the subsequent press coverage given has been substantial. From major newspapers in both print and digital format, to radio talk shows, Renault has put the audience reach in the tens of millions, hence bringing awareness of EVs to the mainstream. After this success over traditional advertising methods, there’s space for other EV manufacturers to launch similarly bizarre yet fruitful campaigns.
