Seeking to strengthen its positioning as a brand committed to security, Renault has presented a system that allows Limit speed in one of its most iconic models. The software, included in the manufacturer’s human platform, is designed to protect novel drivers that travel the French roads.
The brand undertakes to “save lives and make the road a safer place for everyone”
It is called “Safety Car” and is a reversible retention software that allows Set the maximum speed of Renault Clio at 110 kilometers per hour. The service, available in France for 59 euros, adapts the speed of the vehicle to the limited by law for novel drivers in its test period – the equivalent to the L in Spain -, and guarantees compliance with circulation standards by these.
The main spot of the campaign, devised by Publicis Conseil, communicates the launch of the system appealing to the experience of an attractive figure for young people such as The BWT Alpine Formula One team driver, Pierre Gasly. Under the concept “Drive road on the road on track”, Prodigious producer makes Gasly the instructor of a young driver to take the curves of the Monaco circuit safely.
The campaign has also been activated on Instagram, where the brand has published a video with Gasly itself giving Tips for safer driving. Following a fast questions format, the pilot tries to answer with less than 110 characters to issues that address the effects of speed on drivers’ senses.
“We all know or have someone close who has been affected by the scourge of traffic accidents among young people”, Explains Arnaud Belloni, Global Marketing Director and Renault brand, in a statement.“We are already one of the few manufacturers that limits all our vehicles at 180 km/h. With the Safety Car, we have decided to go one step further so that young people can learn to drive safely and reassure their parents”
The campaign was launched last April 6 On the television of France, under the framework of the Great Formula 1 permit of Japan that will take place the next weekend. From there, the campaign will be activated on the social networks of Renault and in the French press as of April 10.
A brand with a “safe” positioning
Renault has been projected as a brand committed to drivers’ safety for 15 years. Does it with the Human First platformfrom which, as he explains on his website, he seeks to improve “The safety of all road users day by day”, Through initiatives developed together with researchers and experts.
Thus, he has More than 2,000 patents -Libradas since last February for the competition-, among which are “Fireman Access”, a drain under the battery of the cars so that they are not flooded with the water of the firefighters in case of fire; “SD Switch”, a switch that disconnects the electricity network battery to avoid short circuits, or “Qrescue”, a QR code on the windshield that allows firefighters to obtain the vehicle file in a few seconds.
At the mobility level, together with “Safety Car” it also has the road simulator to prove the dynamic behavior of vehicles, and with the Safety Score, Safety Coach and Safe Guardian systems, to analyze the driver’s steering wheel and Offer personalized tips in real time.
