‘Provocative and fun’: Renault on EVs, education and defining its brand
UK marketing director David Isherwood discusses brand pillars, the “vibrancy” of experiential and educating customers about the benefits of electric vehicles.
After shifting focus last year to the “upper end of mainstream” to drive reappraisal, Renault is now looking to accelerate its brand transformation by better defining its brand in the UK market.
The Renault brand is now built around three core pillars – French, electro and pop – which UK marketing director, David Isherwood, believes will bring “freshness” to the car marque.
This is slightly different from Renault’s global brand positioning where electro, pop and mobility take centre stage, but Isherwood says the brand’s French heritage is particularly important in the UK market.
