Renault blames slow EV sales on bad marketing - report

Renault Zoe electric production version 06.03.2012
Renault Zoe electric production version 06.03.2012

Company says consumers 'invent constraints'

Renault's heavy-handed approach to electric vehicles hasn't gone over well with consumers, but the company is apparently in denial as they're blaming lackluster sales on bad marketing.

Speaking with Autocar, Renault marketing boss Stephen Norman said “We need to communicate the autonomy of the vehicles and let people know more about what they can do." He also went on a limb and said "I think people invent constraints the cars don’t have.” While the latter statement could be true if consumers weren't aware of a model's range, it doesn't alleviate the problem that pure electric vehicles do indeed have a limited range. 

To combat the perceived miscommunication, the Zoe's marketing campaign will focus on how quiet the electric powertrain is. This could help sales, but Norman is a realist and acknowledges the only way to convince people to buy electric vehicles is to get to them to test drive one.

Source: Autocar

Related Articles

Add comment

subscribe to comments
comment rules Add comment

Comments (7)

TomitaBogdan TomitaBogdan
well, bad marketing indeed...you'll just have to give away lots of zoes to various corporations, so that the employees would drive em daily and ba faced with the benefits (if there are any) of the car...It's new tech, and people are stupid, dumb, and generally speaking are afraid of new. They don't want to try something that the petrol-owners are promoting. Low mileage, low everything. Then make the recharging infrastructure as widespread as posible, and only then you should see large volume sales...But hey, you need an experienced sales manager with lots of ideas in your mids, deas renault, not some crap-ass "low-cost" ideology people, that only managed to ruin the brand. Keep the low-cost to the dacia, datsun, lada, and other brands, but don't involve the name renault, nissan. Too late anyway!
Jan 3rd, 2013 7:13pm
0 0
Aesthetics Aesthetics
so when the have a nice looking car they screw up on marketing...how stupid
Jan 3rd, 2013 1:58pm
0 0
djcocum djcocum
I thought the Twizy was selling well
Jan 3rd, 2013 12:21pm
0 0
alihijazi alihijazi
electric vehicles suck; petrol engines rock petrol engines won't die
Jan 3rd, 2013 11:53am
0 2
brian245 brian245
Maybe, people simply do not want them and they are attempting to sell to a non existant market.
Jan 3rd, 2013 9:27am
0 0
MatthiasSchwarz MatthiasSchwarz
People who actually tested z.e. loved it. We didn't sell lots of z.e. because there was only the ugly fluence available. With zoe thinks should change.
Jan 3rd, 2013 10:44am
0 0
peterjames7 peterjames7
Give people a test drive over a weekend and let them see how easy/irratating charging one is and what the range is actually like....best feature of electric cars in uk is free parking in the city
Jan 3rd, 2013 1:05am
1 0