Renault KWID drives in with Marvel’s superheroes, can be booked on Amazon
Renault India has seen great traction in the Indian market with its Kwid brand, which has turned out to be a true game-changer and volume driver for the automobile company. Now, in a breakthrough product innovation, Renault has announced the launch of the new Kwid Super Hero Edition in association with Marvel. The special edition Kwid cars will be offered in two versions inspired by Marvel Avengers Super Heroes – Iron Man and Captain America for the fans who want to own an innovative and affordable car to #SuperHeroesSuperKWID.
The Kwid Super Hero Edition has been designed and developed by Renault’s design studios in Mumbai and Chennai. Bookings are open exclusively on Amazon.in at an amount of only Rs 9,999.
Speaking on the launch, Sumit Sawhney, Country CEO and Managing Director, Renault India Operations, said, “With the Renault Kwid Super Hero Edition, Renault offers the specially designed Kwid for Super Hero fans through our collaboration with Marvel. Through this, our consumer centric approach takes the next step by exceeding customer expectations through innovation, design, and quality.”
“Marvel’s Iron Man and Captain America are among the most-loved Super Heroes in India today. At Disney, we are constantly seeking fun new ways to make these beloved characters a part of the everyday lives of fans everywhere. With Renault Kwid Super Hero Edition, fans will now be able to take this Marvel experience everywhere,” said Abhishek Maheshwari, Country Head, Disney India.
Adgully caught up with Sumit Sawhney at the launch of the new car to know more about Renault’s India’s plans, the key points of this association with Marvel, and the road ahead. Excerpts:
What is the whole idea behind this innovative association? What are your expectations?
The whole idea is to bring some innovation with these superheroes, which is a unique concept and is happening for the first time in India. Hence, the expectations are quite clear – to give something different and unique to the Indian customers. We had done such innovations when we had launched the Kwid in India, which helped us create a very strong and powerful story in India and today, Kwid is among the top ten best selling cars in the country.
What was the though process behind selecting Marvel for this association?
Kwid is already a hero and if a hero wants to associate, then it has to be a superhero and that was the entire thought process that we kept in mind. According to me, nobody better than Marvel could have been a perfect fit with the Kwid profile along with the two superheroes.
How you are leveraging the digital platform to promote the latest innovation?
We are leveraging digital a lot. We went live across various digital platforms during the launch of the show, which has already created a buzz around the new association that we had announced. Going forward, we will create a lot more buzz with these two superheroes at the Auto Expo 2018.
How did you decide on Amazon.in as the exclusive partner for booking the car online?
Because the numbers are extremely limited, when you do things like this you end up charging so much money. However, for this we have kept the booking amount at just Rs 9,900. We have to be open and transparent to our customers so that they can go to Amazon exclusively and book the car there.
How are you strategising to strengthen your dealership in India?
Right now, we have 350 outlets in India and there will be growth whenever it is required, but clearly now we have been able to reach the maximum parts of the country, which is very important and critical for us. Going forward we are willing to expand in the places where we are currently not available or have limited outlets. There would be an expansion, but not in the places where we are already present. We are already there in Tier 2, 3, as well as Tier 4 markets. We want to expand both in width and breadth.
I wouldn’t pinpoint only certain markets as strong markets for us, because the response that Renault has got has been phenomenal. We have been very well accepted by everyone in the market. Being a young brand, all the markets have shown very good response.
Being a French company, what are the challenges that you have faced in India?
When you are launching anything, you have to keep five things in your mind. You have to bring the right product with the right features at the right price at the right time and with the right strategies. If you have these things in your list, then you are good to go.
What is the market share that you are targetting?
Today, we are not operating in a lot of segments, so for us the overall marketing share won’t be the most appropriate way of looking at our growth. But as I said, Kwid is the most powerful offering from Renault’s bouquet. We are still a growing brand and in a portfolio development phase.
What are the goals and vision for 2018?
For 2018, the only thought is to deliver consistently. Today, we are the 7th largest player in the country and the No. 1 European brand. We have to consistently sell over 1 lakh cars every year. For the last 2 years we have been doing this and thus, this year also we are aiming for that. Even though we are the youngest brand, we have achieved a lot in a very short span and we want to make sure that we continue achieving more in the coming years. Building a strong runway for future is our key focus point.
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