Renault UK’s electric vehicle offensive begins in the new year with a broad global marketing campaign for its ZE (zero emission) models.
Jeremy Townsend, Renault UK’s communications director, said from late January this will include a TV advert, themed to emphasise how many electric products consumers use without really thinking about it. However in the advert these products will have tiny petrol engines and exhausts.
The entire UK network was recently taken to Seville for EV training, while its ZE specialists received more in-depth development.
Like alliance partner Nissan, Renault wants its Z.E. (zero emissions) models to be at the forefront of the electric vehicle sector, which is forecast to account for 10% of the global market by 2020.
It has launched the Kangoo Z.E. commercial vehicle in the UK, and in 2012 will add passenger cars in the form of the A-segment Twizy in early spring, D-segment Fluence in late spring and B-segment Zoe in October.
Townsend said the Zoe will be a retail EV, and will account for half of Renault UK’s electric vehicle volume.
Renault’s strategy is to sell the car but lease the battery, to keep ownership costs manageable.