Abstract
Renault makes it clear on its website; that they have the ambition to be the first carmaker to offer zero emission cars to use, accessible to everybody. Electric cars are the ultimate answer to current problems related to environmental issues and noise pollution in cities. Technical innovations can now make possible a mass electrical supply at a reasonable cost. In addition, the electric car suits very well the changes in road use. Today, 87% of Europeans drive less than 60 km per day .
The purpose of this assignment is to create an international marketing plan of Renault's electric cars for the North American market, the United States of America. Renault insists a lot on his alliance with Nissan, already present on the North American market. This situation would allow the French car manufacturer to have some landmarks on this market with high potential in terms of car sales. Americans are known to use their cars very often, either for long or short trips. This cliché promises great potential for the introduction of electric cars on the market.
The best place to launch an electric car would be undeniably California, the world laboratory in new technologies. Sustainable development is a big concern in this state and implementing electric cars would be well received from people. Furthermore, price of oil and cost of maintenance is a huge budget for car users. That's why the opportunity for Renault to launch an electric car in the US market is very attractive in the current context.
