In 2020, Renault launched the E-Tech label, which brings together the brand's electric and hybrid engines. Renault drew on its expertise in Formula 1 and its 12 years of experience in electric motors to develop this cutting-edge technology, which offers unrivalled driving pleasure.
In line with the first campaign for the E-Tech range, the film highlights the people who are at the heart of the development of this technology: Renault engineers.
The campaign is based on the observation that it is not easy to explain in a clear and simple way how a cutting-edge technology works. To try it is to immediately understand the benefits.
We follow the daily life of a Renault engineer in charge of developing E-Tech hybrid technology.
Although he is passionate about his work, he finds it difficult to explain it to those around him. And in the end, a demonstration is better than a long explanation.
"Hybrid technology is based on our knowledge and development of electrics combined with the experience of Formula 1. The challenge was to illustrate a very complex technology in a simple way. In the end, the best way to understand Renault E-Tech hybrid technology is not to explain it, but to try it out," says Arnaud Belloni, Renault's Global Chief Marketing Officer.
The film is supported by the legendary Ray Charles song "What'd I say".
The campaign has been running since the 1st of January in France and internationally.
