Renault - "Je n'avais jamais connu ça en 16 ans" : dans les coulisses du lancement de la R5

In this episode, I'm joined by Alexandre Moulin, Marketing Director for Renault France, to discuss the strategy behind the launch of the Renault 5 E-Tech, which has become the best-selling electric car in France. We talk about Renault's transformation under Luca de Meo following the 2020 crisis, the reorganization of the group by brand, and the entire marketing plan that propelled the R5: three years of teasing, a €150 paid waiting list, the reveal set to Daft Punk's "Instant Crush," the Maison 5 showroom on the Champs-Élysées, and a dealership launch with unprecedented crowds in 16 years. Alexandre also discusses the creative centralization led by Arnaud Belloni, the role of sound identity in Renault's advertising, how to target both R5 enthusiasts and younger buyers, the competition from Chinese manufacturers, the new 100-week development standard, and the technical recalls that affected the model. A comprehensive episode to understand how to relaunch an iconic brand and how to build a product launch on this scale. Enjoy! And as usual, if you're looking for a quality digital acquisition agency, it's right here: https://www.coudac.com/ Chapters: 00:00 Intro: Renault in 2020, a company on the brink of collapse 03:50 The arrival of Luca de Meo and the reorganization by brand 07:11 The R5 is born: genesis of the project 08:40 3 years of teasing: waiting list, reveal, Daft Punk 12:06 A dealership launch unseen in 16 years 13:59 Why the R5 hit the mark: product, design, nostalgia 18:12 Arnaud Belloni, creative centralization and sonic identity 22:23 The target audience: nostalgic 57-year-olds vs. conquering younger generations 25:30 Chinese manufacturers: the threat and the response in 100 weeks 30:42 The segments of the automotive market explained 33:40 The Reminders: The other side of the coin 37:10 Keeping the R5 alive in the long term