If built by someone other than Renault with a better brand, dealers and decent marketing even more would have been sold.
Imagine what other brands would have done with the launch. Here’s Renault’s ZE brainstorming conclusions:
We need to sell some of these, so need to convert people to electric cars. I know, lets take the doorless Twizy demos on the roadshow in cold, wet months.
Ad campaign? No.
Brochures? Let’s concentrate on relating to the thriving scooter culture here in Britain with some out-there photos and references to “respect”.
Dealer enthusiasm and knowledge? It’ll work out…
Hmmm, let’s make it appeal to the wider public by making it appear straightforward to swap from petrol/diesel into a cool supermini which can do what those cars do. I know, let’s fill the website up with confusing menus and spelling errors with a few untranslated French phrases for good measure.
A simple front page showing how similar it is to a conventional car, but what the benefits are over one? Perhaps a mileage/fuel/battery hire comparison? No.
I think the Take Care Package of a scent diffuser, purifying and relaxing active ioniser and a toxicity sensor will make it look better than another car and will appeal to the male drivers who are maybe thinking it just acceptable enough to own. Etc.