French manufacturer Renault resurrects the name of one of its most well-loved models, sold 12 for years from 1972. Renault hopes it will emulate the success of cars inspired by iconic resurrected designs like the Mini and Fiat 500, both also now available as EVs
- Renault will be staging the world premiere of Renault 5 E-Tech electric on February 26 at the Geneva International Motor Show.
- Renault 5 E-Tech electric will sell with two battery options, including one with a capacity of 52 kWh, for a range of up to 400 km WLTP.
- A teaser campaign targeting the general public is half way through, revealing a few of the design details of Renault 5 E-Tech electric.
- Ahead of the reveal, Renault 5 fans and enthusiasts will be able to join R5 R Pass, an exclusive skip-the-line programme available in seven European countries. Members will be able to place their orders before everyone else and be among the first to take delivery of their new car.
Launched in 1972, at a time of social and societal turmoil, the Renault 5 shook up the automotive industry with its revolutionary approach to cars. The front-wheel-drive and a hatchback was French enough for the quirky requirements of the home market but mainstream enough to appeal to a wider European audience.
In 2024, Renault says it is starting another revolution against a different backdrop: the energy transition, the location of production in France and the need for energy sobriety. And it is out to publicise this imminent comeback with an ambitious teaser campaign taking in the whole of Europe.
The campaign reveals the first iconic features of the future vehicle’s exterior design, starting with the 5 logo. The logo will be available in a choice of three colours, which will also be found on the production model: yellow, blue and green. But Renault is drip feeding the public information on the new car.
It started with a partial glimpse of Renault 5 E-Tech electric in the centre of a gigantic 5 in a special poster campaign that began in December.
The largely concealed vehicle is systematically accompanied by a QR code linked to the renault.fr/r5 website. This site reveals a little more about the future vehicle with a series of details illustrated by key words: R5DESIGNED, R5ENERGISED, R5DIGITALISED, R5SOURCEFUL, R5LOCALISED, R5VOLUTION IS BACK. The website also includes details of the special R5 R Pass, for customers wanting to be among the first to order and receive their Renault 5 E-Tech electric on launch.
This ambitious media campaign is backed up by a TV commercial shown around the world, to keep the buzz going through to the reveal in 2024. Produced by the studio Man VS Machine, the commercial gives viewers a sneak peek of the design of Renault 5 E- Tech electric, as it races around trying to find its way out of a maze. The soundtrack is the world-famous “Instant Crush” by Daft Punk, icons of the French electro-pop scene, who rarely lend their presence to advertising. The decor of the film turns out to be a gigantic QR code in the centre of the city, providing a link to the online pre-reservation programme, R5 R Pass.
Exclusive first pictures of the production model
Set for launch in 2024, Renault 5 E-Tech electric puts a modern, electric spin on the iconic Renault 5, taking it into the future. Ahead of the official reveal, Renault is lifting a corner of the veil, giving us a glimpse of several details in the production model’s exterior design that are a clear nod to its predecessor.
Headlights
The headlights of R5 are a key design feature, making the front end instantly recognisable. It is not only their shape that sets them apart, but also the mark in the centre of the lens, resembling the pupil of the human eye. This nod to the 1972 advert featuring “The Adventures of Supercar” gives the modern-day R5 a human-like expression.
A charge indicator light on the bonnet
At the front end, the air intake present on the bonnet of the historic model has disappeared. Clearly showing that Renault 5 E-Tech electric belongs to the world of electric vehicles, it has been replaced by a charge indicator light forming the iconic number “5” when the vehicle is fully charged. A high-tech feature that is also functional and fun, this indicator is a great example of an accessible interface with a human touch, showing the battery charge at a glance.
Wheel arches
The wheel arches create a broader stance, giving R5 the look of a compact car with real on-road presence. Their graphic design underlines a unique and instantly recognisable personality, reminiscent of R5 Turbo.
Rear lights
The vertical rear lights include a function extending the side panel. This feature contributes to the aerodynamic performance of R5 by preventing air turbulence.
