Renault Clio: Adding Value During a Recession

The Renault Clio launched into the worst UK car market for many years in 1991, as new car sales had declined 20 per cent.
Agency: PublicisAuthors: 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...

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