Renault announced the launch of a new advertising campaign - called Renault Megane by Fernando Alonso - to celebrate the return of the F1 driver to Renault and the market success of the Megane. The Renault Megane sold in more than 13,000 units in 40 countries last year and the sales of the sport versions of the Megane and Clio doubled in one year. Since its launch in 1995 Renault has built more almost 7.5 million units of the Megane.
The Renault Megane by Fernando Alonso ad campaign was launched in Spain last month and will be released in nearly 10 other countries.
Renault Press Release:
RENAULT MEGANE BY FERNANDO ALONSO
Renault is celebrating the return of Fernando Alonso and the success of Renault Megane with an international advertising campaign
• Fernando Alonso chose Renault Megane F1 Team for its top-level reliability and outstanding performance, comparable to a Formula One car
• With more than 13,000 units sold in 40 countries in 2007, sales of Renault Sport and Renault F1 Team cars (Megane and Clio) doubled in one year
• Renault has built more nearly 7.5 million Meganes since launch in 1995
Fernando Alonso is back at Renault, once again racing for Renault F1 Team. With its “We all feel something special when we buy a new car” baseline, the new international ad campaign has a mischievous, easy-going feel, underlined by the use of the song “Cheek to Cheek”, by Fred Astaire for the TV commercial. In the ad, Fernando Alonso is getting ready to leave his hotel but is waylaid by a series of chance encounters. Throughout them all, he retains the attitude of a true gentleman and the winning smile of a man who has it all. He finally leaves the hotel in his Renault Megane F1 Team, looking happy and satisfied.
Since launch in 1995, Renault has sold nearly 7.5 million units of Renault Megane, which has become a benchmark in the compact family car segment for its reliability and performance.
Renault’s link with Fernando Alonso demonstrates its ambition to position itself as a full-line manufacturer with a sporty image. The objective is fourfold:
- Express the brand’s human and enthusiastic values
- Apply racing values to its production cars
- Give customers access to motor sport
- Unify and gain the loyalty of owners of sporty Renault cars
