The billboard features the slogan "Le Car Is Back" with a cheeky footnote: "But not for you, Désolé (Sorry)." It's a nod to the original Renault 5, which was sold in the U.S. as "Le Car" from 1976 to 1983.
Renault left the American market in 1987. The company plans to return later this decade with its Alpine brand, but that's still a few years away.
So why advertise a car that's not for sale? The ad seems aimed at European tourists visiting New York. A QR code on the billboard leads to an English-language page about the new 5, but America isn't listed as an available market.
French car magazine L'Auto-Journal spotted the unusual advertisement. The publication points out it's odd for Renault to use the old American name for a car that won't be sold.
Renault launched the new 5 E-Tech earlier this year as an electric version of its classic city car. While Americans won't get to buy it, the ad might be a way to get people talking about Renault again before Alpine arrives.
Alpine plans to expand to the U.S. in 2027 and launch seven new electric vehicles by 2030. The brand will offer a sporty version of the 5 called the A290, but that's not expected to come to America either.
Source: L'Auto-Journal