Renault's Dutch Twingo Marketing Screws the Pooch

Megan Benoit
by Megan Benoit
renault s dutch twingo marketing screws the pooch

So French automaker Renault hired an ad company to help promote the new Euro-only Twingo to Dutch women. The UK's not-so-prim Daily Mail reports the result: a faux-handwritten letter from an unknown admirer who "called them 'darling', suggested meeting soon for a drink and signed themselves 'lots of love, M." Despite a reference to the Twingo– "you have a Twingo, don't you, I saw the new one and thought immediately of you"– and a color photo of the car enclosed with this missive, recipients were not well pleased. There were heated exchanges in many a huis, while some women were bummed to learn that "M" didn't exist (although you've got to take that idea with a shaker of salt considering the source). Renault has apologized and will send a letter of apology to all 30k households. Presumably it doesn't start "Dear John…"

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4 of 5 comments
  • Willbodine Willbodine on Aug 31, 2007

    Is that as bad as offering the first-gen Twingo without an automatic? Or right-hand drive?

  • Shaker Shaker on Aug 31, 2007

    They wouldn't try that over here, as the lead (then lawsuits) would fly...

  • TaxedAndConfused TaxedAndConfused on Aug 31, 2007

    Its probably as bad as replacing the original and funky Twingo with the new, bland, formula none replacement. Its like when you go for a job. If the guy says "we like to work hard and play hard" it means no fun.

  • Michael Karesh Michael Karesh on Sep 01, 2007

    I feel like another company committed a similar "mistake" a few years ago. It's virtually guaranteed to get extensive press coverage. Sure, people will think the marketing people are idiots, but it probably won't hurt the image of the car.