One of the Frankfurt motor show’s big happenings is the unveiling of Renault Z.E., a full range of electric vehicles by the French auto maker.
While the American giants are barely out of the ground (thanks to the government’s measures), Renault is undeniably moving forward, and as they say : though they may not be the first to mention the electric car, in 900 and some days, they’ll be the first to provide a whole range of them accessible to « everyone » for the price of a regular car (mainly thanks to a government measure set to refund 5000 euros for every purchase of an electric car).
But sticking to the blog’s topic. First, the brand’s new signature : following Citroen’s rejuvenating strategy of brand and logo earlier this year, Renault looks to establish its “first-mover” position on the electric vehicle market with “drive the change”, by moving first, almost three years before the actual launch, and backing the campaign with a coherent and legitimate, future-driven, « green /blue » speech. However, i do think the last minute of the spot would’ve been enough on its own, a tad too much demagogy in the first part. Also, i would’ve recommended an accompanying logo renewal…
(updated 2:37 pm) apparently, this is the new logo
Second, the web device (by Digitas France) :
A well-designed, easy to use, ergonomic website with rich and informative content, with a clear wish to concretize the electric car in the minds of consumers, notably in the presentation video, by inserting the cars into contemporary, familiar surroundings. The tone of voice is also reassuring to skeptics through trivializing all novelties surrounding the usage of the car and providing exhaustive information concerning the associated infrastructure.
The associated blog is currently covering the happenings of the motor show and serves as the main Platform of community management, linked to a very reactive twitter account Renault ZE, seemingly tweeting right from Francfort (i got a video answer to my question within a few hours), an active Facebook fan page as well as a Youtube channel.
More info as they come…
