The Renault Scenic E-Tech beats the Tesla Model Y on both price and range, so why not give it a try?
- Renault uses responsive billboards in the UK to promote the electric Scenic E-Tech.
- The ad takes aim at Tesla, claiming that a cheaper Renault electric car has a longer range.
- As the Tesla approaches, the ad switches to a customized message, such as “This is awkward.”
Tesla Model Y sales may have lost some momentum in Europe, but it remains one of the most popular choices among electric car buyers. Renault is trying to steal some of its thunder with a “responsive” billboard ad for the new Scenic E-Tech in the UK.
The billboard borrows a line from the UK’s Auto Express, which reviewed the French electric car with this headline: “New Renault Scenic embarrasses Tesla Model Y on price and range.” However, every driver’s experience of watching the ad is different.
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The digital billboards can detect approaching Tesla cars and automatically replace the playful headline with a series of customized messages. Examples of Tesla-specific phrases include “This is awkward,” “Elong-ger,” and “You might be good at other things.”
The billboard is located at a popular charging station in London, attracting a large number of electric car owners. In addition, the video will be shared on social media TikTok and Meta (Facebook/Instagram) for more people to see.
The campaign was created by Renault UK in collaboration with long-term creative partner Publicis London.
The RWD-only Renault Scenic E-Tech Long Range has an 87 kWh battery pack and a WLTP range of 379 miles (610 km). That’s 48 miles (77 km) more than the AWD Tesla Model Y Long Range and 96 miles (155 km) more than the entry-level RWD Tesla.
What Renault didn’t reveal is that the entry-level Scenic E-Tech has a smaller 60 kWh battery and a range of 260 miles (418 km), 23 miles (37 km) less than the base Tesla Model Y. The latter also has an advantage in terms of power, with 295 hp (220 kW / 300 PS) compared to the Renault’s 168 hp (125 kW / 170 PS) or 215 hp (160 kW / 218 PS).
Currently, Renault Scenic E-Tech has an advantage in pricing, with the entry-level model starting at £37,495 ($47,854) and the Long Range version starting at £40,995 ($52,321). In comparison, the Tesla Model Y starts at £44,990 ($57,425) and £52,990 ($67,636) respectively for the same models, although the latter is equipped with AWD.
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