By Adriano Resende | 4/18/23 | Translated by Jorge Meditsch
A brand’s global success since its launch in 1990, the Clio has already sold 16 million units worldwide. It won France’s favorite car award for various years and two prizes as Europe’s Car of the Year, a strong competition considering the many relevant launches in the Old Continent.
As a City Car, it has been emblematic in the market for five generations. And now, it is trying to reinvent itself with numerous novelties that Renault has been presenting in its last launches.
The New Clio has also updated its technology, including a digital panel in all its versions, for example. It also offers more engine options than any other car in its category. The highlight is the full hybrid 145 cv E-Tech, which combines driving pleasure and economy.
The first campaign presenting the product shows a beautiful revival of all its generations, which makes all sense for the French consumer. For us, in Brazil, remains the notion that we always wanted more. In the film, we see only two generations (1st and 2nd) with the design we had in the Brazilian market.
I recall very well the second generation that had a nice campaign in its launch, certainly remarkable for Renault. A film pointed out various unique sales points with two Clios (Green and Mustard) in a small road “blowing” panels mentioning these highlights.
They were strong subjects at the time and wanted to show the Clio as one of the best options in the market. The points included “1.0 or 1.6 engine”, “large car comfort”, and “standard double airbag” – in this case, the road panel did not blow.
But the real question is: does anybody know where Clio’s other generations have gone? In Brazil, they never showed up. Why could we not enjoy such modern and beautiful generations?
The reason is very simple and well-known. Renault opted for Dacia low-cost platforms, which generated a well-known range with the Sandero, Logan, Duster, Oroch and even the Captur, which in Europe does not share the same platform with the Duster.
We have read in many publications that Renault has been changing its new developments using the CMF-B platform, which is more modern and versatile. It has a mission, with other modern options, to renew the portfolio Renault has been promising. All it rests for us is waiting and hoping for more global novelties, not for redeeming never-seen “Clios”.
* Adriano Resende is the Brand to Market consultant company owner, specializing in the automotive sector.
