Agency: Publicis | Authors: Caroline Chandy and Douglas Thursby-Pelham |
Renault Clio: Adding Value During a Recession
INTRODUCTION
In 1991 sales of new cars in the UK declined by 20.7%, the worst annual fall for 17 years1.
In March 1991 Renault UK launched the Clio, the successor to the long-established Renault 5. This paper sets out to demonstrate the effectiveness of the advertising campaign, firstly helping to launch the new car, then creating a premium positioning for the Clio at the top of the small-car sector and finally broadening Renault's appeal in this sector in terms of...