Renault Car Clinic: What happens before the market launch?

Behind the Scenes: What is the opinion and first impression of a vehicle? Are there wishes or even problems of potential customers that need to be considered before a vehicle is launched? The Renault Group relies on so-called Car Clinics: Here, market research experts capture and analyze all opinions, reactions, and emotions of selected potential customers that a new vehicle evokes compared to competitors' models – both verbally and non-verbally.

According to the company, at least eight weeks of planning and organization are required beforehand. The Customer Intelligence department creates a specification sheet, market research companies design and conduct the tests. Participants and locations must be selected, setup and logistics planned, data collected and evaluated, before finally an end report is produced.

According to the manufacturer, details count during the execution of the tests: It is important to position the vehicles spatially so that customers are not influenced and can assess the vehicle impartially. Also, the tests must take place under the seal of confidentiality.

“The Car Clinics are an important event. It is a moment of truth and confirmation for a vehicle in development,” quotes Renault a Customer Intelligence Manager and Customer Insight expert.

The execution of the tests takes place three years before the launch of a vehicle, which means almost halfway through the five-year development period. Since usually only a single prototype is available for all test demonstrations, but the manufacturer claims to have doubled (sometimes even tripled) the number of countries for the tests, good logistics are indispensable. A secure and confidential transport of the prototype to the different test sites must be ensured. On-site, according to Renault, the vehicles should be presented under optimal conditions and protected from damage.

“We need to show the new car together with others, as if it were in a showroom. Participants need to be able to recognize the proportions of the prototype and familiarize themselves with its features, with realistic and familiar reference points, so they can get an accurate first impression,” expresses the interviewed Customer Insight expert.

The participants' reactions are followed by the project team in another room. According to the manufacturer, the timeline plans that all analyses from a Car Clinic will be available within six weeks after the event – but the main conclusions and any criticism should be known earlier, as the implementation of recommended countermeasures must be included in the schedule.

Fundamental changes are usually not necessary after the tests, but some projects have had to be stopped. Nowadays, the practical test takes place shortly before the final determination of the vehicle design to gain time for improvements. Recent tests, according to the manufacturer, have shown that customers have increasingly detailed expectations for electric vehicles and consider range, performance, economy, and aspects of the charging infrastructure as important.