Renault has a new program that seeks to help poor people in France to gain access to cars and other mobility options. Renault thinks that this new program will give its image and brand value a major boost. According to Renault Vice President of Corporate Social Responsibility Claire Martin, the program will aid the automaker in attracting more customers in the future.
Martin told Automotive News Europe that people who received support when they were in a difficult situation will remember who helped them and will be “pretty loyal” to the brand. He said that Renault is the first French automaker to have launched such a program. However, analysts think that it would soon have to share this market niche with others.
Shwetha Surender of consultancy Frost & Sullivan said that it’s very likely that others will follow. Surender said that there’s a trend of expanding service offerings and that automakers usually go where the others go. France has about 8 million people living below the poverty line, a considerable part of the population.