Renault Korea said on the 13th it will expand opportunities for consumers to experience vehicles firsthand. Marketing that moves away from simple discount battles to broaden touchpoints by giving consumers more chances to test-drive is the latest trend in the auto industry.
Renault Korea first launched a 60-day return guarantee program for prospective buyers of its core model, the midsize sport utility vehicle (SUV) Grand Koleos. Between at least 30 days and up to 60 days after delivery, buyers can decide whether to return the vehicle after actual driving. The point is not to lock in a purchase at the time of contract but to allow a decision after experiencing the vehicle for a set period.
It also prepared a financing program to reduce the burden of purchase. For buyers of the large SUV Filante and the Grand Koleos, it is offering the 3-ZERO installment program. For the first three months after delivery, customers can use the vehicle with no payments, and they can repay in installments for up to 60 months.
For Filante buyers, it also runs the "5-year worry-zero buyback." With a 30% down payment, the monthly cost is about 280,000 won, and the key is a guaranteed residual value after five years. Maintenance services such as engine oil are also included.
Renault Korea also offers test-drive opportunities. If visiting a showroom is difficult, consumers can choose a delivery location so they can experience the vehicle at home or another convenient place. About 19% of test-drive applicants used this service.
A Renault Korea official said, "We will focus on increasing consumer experiences with measures such as return guarantees and deferred installments, and on broadening their choices."