Change is redefining how we use products and services. Ownership has evolved into temporary usability, making traditional consumer behavior outdated. In this new era, the value of owning anything is questioned when renting, using, and sharing offer flexibility without the burdens of ownership.
The automobile industry is adapting to this shift. Automakers are focusing on next-generation vehicles, autonomous driving, and smarter infrastructures. The concept of ownership is giving way to immediate access value through ride-sharing and innovative business models.
Business Problem:
Renault needed to engage consumers to try, appreciate, and eventually purchase the ZOE Electric model with its 400 km range. The goal was to tap into the new paradigm of electric automobile usability.
Consumer problem:
However, many buyers prefer unaccompanied test drives to feel more comfortable and free to evaluate the car without external pressure. Research shows that approximately one-third of buyers favor unaccompanied test drives, while only 23% value having a salesperson present to answer questions. Also, driving electric cars is a new experience altogether for the majority of people.
Insight: Access over Assets is the emotional trigger to unlock mental ownership.
Solution:
Transforming the car-sharing experience into a test-driving opportunity and the concept of "SHARE THE FUTURE by ZOE" was born. A car-sharing program where Renault allowed users to book the ZOE through an app, and share and test it for free, up to 400km. This innovative approach mirrored common car-sharing platforms, offering convenience and autonomy.
Consumer goals:
Engage in a new driving experience with a new type of car and buy into a sustainable way of urban mobility, cost-free.
Business Goals:
The concept won awards and is set to expand into other markets. More people experienced the electric car through Renault's ZOE, receiving 100% positive feedback. With hundreds of kilometers driven at 0% emissions, the initiative marked a significant step towards improved urban mobility. A win for consumers, the environment, and Renault.
(project executed with Publicis Lisbon and Renault Portugal)