The total German auto market improved to 832,222 cars in the Q1 of 2014, which was an increase of 6.8%, while the registration of new passenger vehicles increased by 5.6% in the same period (autonews.com, 2013: p1). This report details the marketing communication mix design and implementation for the launch of the Renault Clio in Germany.
The objective of Renault’s advertising in Germany will be to communicate a repositioning message regarding the stylishness and safety of the Renault Clio. The Renault Clio has novel designs, coupled with vibrant colours (autospeedmarket.com, 2010: p1), which other safety cars in Germany lack. Because the German market has preferences for other brands of safety cars, it will be important to effectively target the audience by generating top-of-the-mind recall for the car in the safe passenger car category. The Renault Laguna II vehicle was one of the first cars to pass the safety test, which enhanced its popularity in the German market where the consumer trends have shown a preference for safety cars (ixpos.de, 2013: p1). The Renault Clio was voted among the most trustworthy, credible, and safe cars in Europe, while also being praised for its comfort. Moreover, the Renault Clio is more novel and trendy compared to German made cars like BMW. The increase in the registration of new passenger cars by 5.6% in 2014, coupled with safety-status accorded to the Clio in Europe, provides an opportunity for Renault in a safety-conscious country (autotrader.co.uk, 2013: p1).
Given the safety-concept trend in the German car industry, in the recent past by consumers of passenger vehicles, Renault should communicate the safety message for the Clio to build brand conviction. The company should also position its car in a way that shows its suitability for young families, which will mean targeting the young German mother aged between twenty five and thirty five years