It is impossible to talk about Renault's electric range without devoting an article to its flagship car: the Zoé. It alone represents nearly one in five electric cars sold on this continent. The best-selling electric car in France and Europe, it is constantly reinventing itself to improve its design and performance. The French group launched its brand new version this summer. It embodies the electric car accessible to the greatest number of people, thanks to an affordable price with a battery rental
"We wanted to move up the range," explains Emmanuel Bouvier, marketing and sales director of Renault's electrical department. Technologically, in terms of performance, design or finish. And this by maintaining a price offer almost identical to the previous generation. »
For the launch of this new version, Renault wanted to adapt its marketing strategy to reach a younger target group: the millennials, a natural target for those who already favour sustainable mobility, individual or shared. To do this, the group partnered with Jam to create a ChatBot.
Every day, Jam's Chatbot engages in conversation with an expanding community on Facebook and Messenger. Thanks to Jam's Chatbot, the public can ask questions, interact with the brand and discover that the Renault Zoe was the best-selling electric city car in Europe. Or that the range of the New Renault Zoe is around 390 km, the equivalent of a Paris-Nantes. Or that any generation combined, the Zoe have already covered more than 4 billion kilometres, the equivalent of 10,400 Earth-Moon journeys.
By surfing on the trend of electric mobility and appropriating the communication codes of this target group, Renault is communicating its key messages in a modern way.
Comments