Renault has kicked off a new series of electric vehicle advertisements in Europe where it is in the process of introducing four EVs. By taking a humorous approach showing the car is the only non-electric device in common use, the automaker is hoping to makes EVs more acceptable.
The commercials have a series of vignettes demonstrating how electricity is already playing a large part in everyday life. The conclusion: “We have already switched to electricity for so many things, so why not for travel?”
Renault is launching three electric models during 2011, the Fluence Z.E., Kangoo Z.E. and the decidedly quirky Twizy, followed by the Zoe in 2012. None of these EVs are due to appear in the U.S. where Alliance partner Nissan is now selling the Leaf. In Europe Renault EV drivers will not own the expensive lithium ion batteries used but rather lease them from Renault.
Nissan, now selling the Leaf electric vehicle in the United States, could maybe borrow the idea from the Publicis Conseil produced video since Renault has no presence in the U.S. Other global markets would be problematic.
Both Nissan and Renault are betting heavily on the market acceptance of electric vehicles in mature markets, starting with the Leaf now in limited production. By 2012 the Alliance will offer four electric vehicles, and more new models are planned from 2014 to 2016.
Renault and Nissan plan to sell a cumulative 1.5 million EVs worldwide by 2016. Starting in 2015 the Alliance will have a production capacity of 500,000 EVs a year.
Stephen Norman, Senior Vice President, Global Marketing and Communication said, “Renault sees its role as helping consumers to make this shift. Thus, rather than approaching electric vehicles from the expected environmental point of view, the company has chosen to approach them from the point of view of everyday life to make the concept more concrete, pleasanter and more accessible.”