RENAULT WORLD TOUR
I had this rather amazing idea to travel around the world with my venerable 97 Renault Mégane. I wrote to Renault about it and I an the middle of an amusing correspondence with them (which might still be going on, if they ever answer me)
This was my original letter to them:
Dear Sir or Madame,
My name is Mitja
Iršič. I am writing to you in order to present you with a proposition for
cooperation, but first, allow me to reveal a few important details about my
love affair with your products.
My dad first
bought a good old Renault 4 in the eighties, which served us well for nearly a
decade before we sold it off to an elderly couple who still uses it to this
day. He bought a second Renault – a used 1997 Mégane Classic – in 2000. I
inherited it a few years later and it is still my daily vehicle of choice 13
years later. With 203.000 kilometres behind it – a lot of them in heavy duty
stop-and-go traffic – the old girl shows no signs of letting go. The K series
1.6 liter 4-stroke under the hood is purring like a kitten just like it did
almost 17 years ago when some lucky Frenchman first turned the key on the
production line in Douai. In nearly two decades of service, I only changed
parts of the exhaust, the battery, brakes, rear shock absorbers and the timing
belt. Below the threshold of even normal wear and tear.
The clutch
remains as is. Front shock absorbers, various pumps, seals, electronics,
radiator grille; just about every part's manufacturing stamp is dated back to
either 1996 or 1997. It never failed to start early in the morning, even in
temperatures that would make Antarctica feel like a tourist resort in the
Seychelles. It never left me on the side of the road somewhere in Germany,
waiting to get picked up by an ADAC truck, with a bunch of smart-ass Germans
telling me to buy an Audi. In short, you gentlemen made a fine product all
those years ago.
Now that this is
out of the way, let me tell you about my proposition. I want to take my Mégane and drive it around the globe! I would start
in my hometown of Slovenske Konjice in Slovenia and travel across Hungary,
Romania, Ukraine, Russia, Kazakhstan, People's Republic of China, then hop on a
ship to Los Angeles and drive all the way to New York after which I would take
another ship to the Atlantic coast of France, driving to either Paris or Douai
where the Mégane was made back in the
90s and where its 3rd generation is still made today. As you can imagine, a
trip like this is expensive and I have already contacted several local companies
here – some from your own supply chain – who would partially sponsor me, and
this is where you come in. I would like you to back me up as my main sponsor.
Not only that – I would like to be actively involved in the marketing of your
brand in Europe and beyond, even after my trip is done. I am after all
endorsing your product, your build quality, workmanship and engineering prowess
with my proposed adventure. In these days of plastic planes with exploding
lithium ion batteries, freezing computers and failed spacecraft, what resonates
more in the mind of the consumer than an Average Joe showing them that a
product can last for decades of every day (ab)use? Of course, skeptics might
say something in the lines of "but this is an old simplistic car without
modern electronic gimmickry that always goes wrong". However, the way I
see it – it is precisely because of cars like this that the story of brand
reliability gets written. I am a graduated jurist, however I have been working
in marketing for years and I therefore possess thorough understanding of the
matters concerning brand image and awareness.
After all, even today's Mercedes buyers often
still cite their grandfathers W123 as their inspiration to get a new E class.
Not to mention the K series engine which got its introduction in the Mégane I would pull my stunt in is still used in your
line of cars today as you well know (although with many modifications). The
same men and women still screw together today's 3rd generation of the car as
well as others in the model line-up. The same engineers design and extensively
test it. The same corporate structure is responsible for its distribution and
awareness across the globe under the same brand. So my Mégane is after all a testament to your abilities. I
want to promote these abilities. What is more trust inducing than the promise
of good, solid nuts-and-bolts engineering that a brand can provide? Renault’s
current advertising motto is "Quality Made", is it not? Let’s show
that this always was and continues to be the case. Let me help you in this endeavour
with my small contribution. Sponsor me. It will be more effective than a
thousand ads with dancing robots and SUVs jumping over fake crests. It will be
something real people can identify with. Something which would make them purchase a
brand new Renault instead of a Peugeot or a Ford because … “… did you see that old Mégane driving through a dusty old gravel road in
Kazakhstan? Now that’s quality.”
In conclusion,
please find attached a few pictures of the car itself as well as my resume. I
will disclose a detailed plan of my project in case you respond and are
interested in my proposition. I'm
looking forward to hearing from you.
Yours faithfully,
Mitja Iršič
Renault surprisingly replied! I never expected anything more than a randomly generated message. This is what their girl Vanessa wrote:
Hello,
Thank you for your interest in Renault.
Thank you for your proposal regarding the sponsorship of your project, and for inviting Renault to participate in this initiative.
We regret that we are unable to take up your offer. Renault has
decided to base its public relations strategy around core business
themes : road safety, automobile sports, and environment. Although your
project is interesting, our involvement would not be consistent with the
PR strategy outlined above.
We appreciate your understanding, and wish you the very best of luck in the organization of this action.
The Renault.com Team
Vanessa Delettre
RENAULT
Corporate Communications
Since they were so nice I've decided to reply them back:
Dear Vanessa,
Thank you very much for your reply to my proposal. I was expecting either nothing at all or some randomly generated thanks-for-your-interest-in-Renault BS. Thus I really appreciate an actual response.
However I would like to point out some parts in your reply with which I have issues with in hope it might improve your PR strategy in the future. On the other hand you can take it as useless layman advice.
You said your "core business themes" are road safety, automobile sports and environment. Fair enough. But I would like to dwell a little further on these themes.
Road safety: Sure it is an important point of interest for any roadcar manufacturer, but at the same time it is not a selling point in this day and age when pretty much ANY car on the road gets 5 stars in the EuroNCAP. It surely is one of those outdated features of advertising, sort of like promoting a car that has electronic injection, is it not?
Automobile sports: Renault surely has a pedigree in the pinnacle of motor-sport ever since the 70s and it should be celebrated. However at the same time, is making it a core business theme for a brand which has always been renowned for making comfortable family cruisers really a sensible thing to do?
Environment: It is a sad fact that pretty much no one cares about the environment outside of countries where they actually offer some financial stimulus for environmentally conscious vehicles. So targeting customers with environment is the same as targeting them with new laser welding techniques in production. They simply do not care.
I am not saying what you labelled as your "core business themes" are not be advertised at all but at the same time I am convinced your average customer would appreciate reliability above all of them, especially in these times of an ongoing financial and social crisis in Europe - which is your key market. It will also put me in an uncomfortable position, if - while traveling around the globe in the Megane - I get interviewed by TV stations around the world and they ask me why I am not backed up by the factory that made it. I would not want to explain to them that reliability is "not one of your core business themes". Since you were kind enough to actually reply to my proposal I will just tell them I never contacted you.
Lastly don't take these issues that I pointed out as me trying to tarnish the work you are doing. I am convinced you are experts in your field and will continue to spread the message of the brand in EU and beyond.
Sincerely,
Mitja
I am still waiting patiently for their reply. I expect it somewhere between 2050 and the end of space-time.