Automakers are no strangers to associations with Hollywood stars, which have a wide audience and very loyal fans, potentially lifting the automaker’s image by just appearing and nailing a few well-written words.
The latest move from a carmaker that involves a well-known Hollywood star involves actor Kevin Spacey and Renault. Though usually Hollywood’s greatest are tapped by automakers that sell their vehicles on the US market – this time the star’s global appeal was enough to prompt European champion Renault to seek his assistance. Renault is also closely mirroring a move by French competitor PSA Peugeot Citroen as it seeks to increase awareness for its new generation of the Espace minivan. Spacey will be featured prominently in the automaker’s continental-wide marketing effort for the new Espace, which just reached European dealerships in April. The Espace also spearheads the automaker’s drive to refresh its upper zone of the model range, as Renault has been falling behind competitors such as European leader Volkswagen, Ford or Opel. The new generation of the minivan, which has been styled to resemble the attitude of a crossover – a segment in high demand around the globe lately – will also launch the company’s upscale trim level Initiale Paris.
The French automaker is now hard at work replacing the Laguna and Latitude upper-range models, alongside the not so successful Koleos sport utility vehicle, which has ceded it splace to an entirely new introduction – the Kadjar. Renault’s Tv ad takes us on a journey throughout Spacey’s well-known successes, while he drives the new generation minivan.
Via Automotive News Europe