Renault 5: Renewing an old acquaintance
1985 launch. There was a need to stop the decline of Renault's sales and share since 1979. New model stayed within the Renault design but removed earlier faults. TV was the main medium with press, poster and dealer support. Volume target was exceeded, achieving highest sales since 1980 (80%), appeal to younger drivers grew, four year sales decline was reversed. Dealer motivation and increased image and recall showed the effectiveness of the campaign.