Renault believes its image and brand value will get a boost from a new program that aims to help people living below the poverty line in France to gain access to cars and other mobility options.
Renault Vice President of Corporate Social Responsibility Claire Martin said the program will help the automaker win future customers. "When you have supported someone when he or she was in a very difficult situation, they will remember this," Martin told Automotive News Europe. "You can expect that the people you have helped will be pretty loyal to the brand."
Renault is the first automaker in France to offer such a program, but analysts believe it won't have the market niche to itself for long.
"There is a strong likelihood that others will follow suit," said Shwetha Surender of consultancy Frost & Sullivan. "This is a trend that we're witnessing: an expansion of service offerings. And one automaker does invariably follow the other."