The campaign, dreamed up by Publicis London, Renault's long-time creative partner, targets Tesla drivers at a London service station. As Tesla cars roll up to the charging points, the billboard springs to life with messages like "This is awkward" and "Elon-ger". Renault plans to spread these playful jabs on TikTok and Meta too.
What's got Renault feeling so confident? The Scenic E-Tech 100% electric beats the Tesla Model Y in two key areas: range and price. The techno Long Range version of the Scenic can go up to 379 miles on a single charge. That's over 40 miles more than any Model Y variant and nearly 100 miles more than the entry-level Tesla. Plus, Renault's car comes in at £40,995, almost £5,000 less than the cheapest Model Y.
Lawrence Hamilton, Renault UK's Head of Marketing Communications, Digital & CRM, explained the thinking behind the campaign:
"The Scenic is a true game-changer and that is especially evident by the Auto Express article, which recognises that it beats what has long been the benchmark in its sector in two key areas. This campaign is a great way to spread this message far and wide, being just as innovative and forward-thinking as the Scenic E-Tech 100% electric."
Renault's not just blowing hot air. The Scenic E-Tech has racked up several awards since its announcement late last year, including the prestigious Car of the Year 2024 title.
The car's not all about range and price, though. Renault's designed it with families in mind, focusing on space, comfort, and safety. Under the hood, buyers can choose between two motor options (170hp or 220hp) and two battery sizes (60kWh or 87kWh). The 87kWh version comes in three trim levels: techno, esprit Alpine, and iconic. For those who don't need as much range, there's a 60kWh "Comfort Range" version in the techno trim.
With prices starting at £37,495, Renault's making a strong case for itself in the electric car market. We'll have to wait and see how Tesla responds to this playful jab from its French rival.
Source: Renault