Over three decades ago, Renault exited the American market, formally concluding its US operations in 1987. The French car manufacturer has remained absent from this market since then, although it is preparing to re-enter later this decade with its Alpine brand. If you stroll through Brooklyn's fashionable Williamsburg neighborhood in New York today, you might come across a large advertisement for the Renault 5 E-Tech, an electric city car that won't be seen on American roads. However, this ad isn't aimed at Americans.
According to the French magazine L'Auto-Journal, Renault's latest marketing campaign for the 5 is targeting European tourists in America. The campaign prominently features the updated model, which was launched earlier this year. The advertisement states, "Le Car Is Back," which is how Renault marketed the 5 in the US when it sold them here from 1976 to 1983. What is Renault's strategy here?
There's also an asterisk, with the fine print humorously addressing Americans, stating that the new 5 is "But not for you, Désolé (Sorry)," which seems somewhat disingenuous. The QR code at the bottom of the ad directs to an English-language landing page for the new 5, but America is not included on the list. When Renault does return to America, it will be with Alpine. The brand has already hinted at seven new electric vehicles planned to launch by 2030, with intentions to expand to other countries, including the US, in 2027. Alpine has its own version of the 5, the A290, but it's unlikely to ever make it here.
It seems peculiar to refer to a car that an automaker no longer sells here by its last known name, but perhaps this is a subtle attempt to reacquaint Americans with the brand before Alpine's return.
