Renault’s YouTube video featuring its Captur mini-crossover is as controversial as it is effective in attracting attention. Here is why. The video shows a gang of masked daytime robbers who forced two innocent people -- a man and a woman -- to help them get away in a Captur to a given destination.
The robbers had their “victims” use the navigation application of the R-Link infotainment system installed in the Captur to guide them to their “base.” It turned out in the end that all was an act. The video has generated over 5 million views since its release in June.
Viewer reception for the YouTube video was mixed, with 494 hitting “Dislike” versus 579 clicking “Like.”
Some YouTube users gave positive yet cautious comments, saying that it was "original and offbeat, but it remains to be seen whether the cars live up to Renault's claims." Other users threw negative comments, with some even calling for a boycott of the Renault brand.
Isabelle Fossecave, Renault's head of promotion and advertising for France, told Automotive News Europe correspondent Bruce Gain that the video aims to convince the carmaker’s target audience to view the brand differently and to eventually test drive one of their vehicles.
The video is part of the carmaker’s media campaign aimed at shaking up how the brand is perceived in Europe. Fossecave said that their goal was to expand their reach to “a public that has not been very enthusiastic about the brand.” The video is also proof of carmakers’ increasing use of social media venues like YouTube as a key social networking channel to communicate with potential customers.
Captur is Renault’s new urban crossover. Its flowing lines emphasize its distinctive proportions, whereas its large wheels, wide tracks, steeply raked and forward-set windscreen, and generous ground clearance constitute a unique combination of SUV, MPV, and hatchback. Moreover, Renault Captur lends itself to an extensive personalization program. It will appeal to a wide spectrum of tastes and preferences with its many variations of two-tone bodywork, dark and light interior trims, wheel colors, graphic motifs, and upholstery fabrics.
Renault’s designers enjoyed creative freedom and this shines through in the Captur’s generous interior space and in its features. The vehicle is particularly roomy despite being compact. Its sliding rear bench seat offers a great balance of space for both passengers and luggage, with a 455dm3 maximum carrying capacity. In its passenger compartment, the Captur boasts two ingenious innovations that underline its true user-friendly character: an 11-liter drawer-type glove box that the driver can reach easily, and available removable seat covers that you can unzip, machine-wash at home, and have refitted.
Additionally, the Renault in-dash R-Link multimedia tablet gives you access to a new level of connectivity, complete with a library of motoring applications that is continuously expanding.