Does the Renault 4 deserve a €150 reservation?

Renault has launched the R4 R Pass, a pre-order service for its new electric R4, accessible with a deposit of 150 euros.

This initiative naturally echoes the one implemented for the Renault 5 electric, which at the time provoked skepticism and mockery. We readily acknowledge that we were among the first to doubt the relevance of such an elitist system for a model intended to be popular. But logic cannot override emotion, and it must be noted that this strategy significantly contributed to the successful launch of the Renault 5, generating early enthusiasm and securing a loyal customer base from the early stages.

However, this time, the gamble seems less obvious even if the R4 R Pass allows recipients to receive a miniature replica of the R4 as a gift… The R5 managed to charm with its retro-futuristic design and nostalgic aura, but the R4, despite its history, divides more. Its bold or outright flawed aesthetics, according to opinions, are less universally accepted and might struggle to generate the same enthusiasm. While the R4 R Pass at 150 euros remains affordable, non-binding, and should attract curious buyers, questions may arise about the level of support for this model, which probably appeals to a more limited audience.

Copying does not guarantee success

The idea of reusing a proven formula is nevertheless consistent. By multiplying initiatives of this kind, Renault is betting on a strategy that combines participatory marketing, sales anticipation, and the creation of a community of loyal buyers. But will this be enough to recreate the magic of the Renault 5?

Ultimately, the R4 could benefit from this approach to find its audience, even if it raises more doubts. One thing is certain: Renault is once again taking a calculated risk by capitalizing on its heritage and innovation to try to make a lasting impression. It remains to be seen whether the charm will work as well as with its little sister, the R5.

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