The French automaker, like sister company Nissan, is looking to alternative marketing strategies to get more prospective car buyers to consider electric vehicles like the Zoe, UK's Autocar reports. And that means, among other things, promoting the fact that EVs are far quieter than conventional vehicles, in addition to being emissions-free.
Renault marketing chief Stephen Norman tells Autocar that talking up the relative silence of EVs helps conveys the fact that such vehicles are well engineered in addition to being energy efficient. Part of the trick will be getting more people to test-drive cars like the Zoe, which started sales in Europe last month.
Nissan-Renault chief Carlos Ghosn raised eyebrows in late 2011 when he predicted that the two companies would sell as many as a half-million EVs a year by the end of the decade. Since then, though, Nissan and Renault EV sales have not reached numbers that would put the companies on track to hit that target. And last month, Nissan executive Al Castignetti admitted that Nissan was "a little bit arrogant" in its rollout strategy for the US, adding that the company needed to do a better job aggressively targeting potential buyers most likely to consider an EV.