Cars to Work challenges norms by creating an offer that directly engages a large part of society that mainstream media, politicians & rivals have forgotten.

Cars to Work transforms a deep audience understanding into a new offer : deferring payment on car leases when people need it the most: to secure their jobs. Offering innovative financing solutions during precarious job trials.

A new offer prioritizing people’s well-being over profit.

Differentiating Renault Group from competitors Stellantis & Volkswagen

Positioning Renault Group as a pioneer in its industry and as a company of social utility

The myth of a car-free world :

In France, people are constantly told by medias & politicians to reduce their dependency on cars. That they must use alternative mobility & stop using their cars. That the future is a car free world.

Laws passed in Paris by people not using cars, will reduce car use nationwide. This plan starts in 2025, affecting life from Le Havre to Strasbourg, from Bordeaux to Lyon.

The reality is 8 out of 10 French use cars to live and work.

Today in France, the car is the symbol of a country that is increasingly divided.

In mobility deserts, the car is an essential tool for living :

Being able to move is a key condition for social inclusion.

In France 40% of people live in mobility deserts. Areas with zero access to public transport.

27 million French require a car to get to their job & earn a living.

Hence why the Yellow Vests “don’t touch my car” movement was popular.

Their car is their lifeline, an essential tool in areas that suffer higher unemployment (+2p) vs national average.

Renault Group, a company committed to mobility for all :

Renault Group is the historical French automobile manufacturer and leader In France.

For over 125 years, Renault Group is close to people’s reality creating innovative & popular mainstream cars like the Twingo, Duster & Zoe. Today it plays a huge role in the electric mobility transition and ensuring cars are a solution for all society.

Situation :

• 4 out of 10 French live in mobility deserts, areas with zero public transport.

• In mobility deserts, having a car is the ability to earn a living.

• Mobility deserts have higher unemployment than the national average.

• Renault Group is committed to mobility for all, cars that are socially-inclusive.

Brief :

Address mobility barriers for employment using Renault Group’s resources.

Objectives:

- Tackle a social inclusion problem, that is mobility-related & only cars can fix.

- Create proximity with the French, via a strong social action & direct engagement.

- Reignite Renault Group’s image as a socially engaged company vs for profit only rivals like Stellantis and VW.

Renault Group launches “Cars to Work”

Cars to Work - the car that helps you get the job

Cars to Work is a new car leasing offer that provide cars for free to people during their job trial periods. Cars that they only start to pay once their job is secure. Cars made accessible to those who need them the most, when they need it the most.

Cars to Work is an offer directly accessible through a new dedicated ecosystem:

-Cars to Work network of 50 dealerships in mobility deserts across France

-FranceTravail.fr (French public employment service) pushes the offer with new job posts

- Adie, Caisse d'Epargne, Parcours Confiance provide the innovative financing solution

-Renault, Dacia & Renew brands making 6000 cars available

The strategic process engaged different partners:

- FranceTravail.fr, the French public employment service, to understand the link between mobility deserts & employment

- Adie, Caisse d'Epargne, Parcours Confiance to understand car financing hurdles

- Representatives of garages and dealerships for building support

This process led to an insight: “No Car, no job. No job, no loan. No loan, no Car.”

54% of French job seekers have refused a job offer because they have no mobility & in France, a new job starts with a three month trial where you can be fired any time, so you are not eligible for car leasing.

The “No Car, no job. No job, no loan. No loan, no Car.” vicious cycle appeared.

Creator of social exclusion, for those most fragile.

But Renault Group could break this vicious cycle with a new offer for people on job trails in mobility deserts.

Cars to Work is an offer directly accessible through a new dedicated ecosystem:

-Cars to Work network of 50 dealerships in mobility deserts across France

-FranceTravail.fr (French public employment service) pushes the offer with new job posts

- Adie, Caisse d'Epargne, Parcours Confiance provide the innovative financing solution

-Renault, Dacia & Renew brands making 6000 cars available

Business impact

1500 new Cars to Work contracts created in 2024.

6000 new Cars to Work contracts to be created in 2025.

Creation of 50 Cars to Work dealerships in mobility deserts.

People & social inclusion impact

- 94% of beneficiaries consider that their car has helped them to find or secure their job.

- The proportion of beneficiaries working permanent jobs was multiplied by 2.5.

- 83% of the beneficiaries felt a positive impact on their professional life and 96% on their personal life.

Reach

Campaign reached 8.8 million French

-32 million online video impressions & 17 million online videos completed to 100%

-68 GRP on TV, 35% coverage of socio-economic workforce

- 588k press ads run

+50% new visitors every-day to the Cars to Work website during launch week

As you read this…French job seekers find the Cars to Work offer on FranceTravail.fr

Brand

(Results coming)