Against a backdrop of constantly evolving technology, how does Renault adapt its internal processes to ensure the customer experience is not only efficient but also human and personal? Success lies in balancing technology with human interaction. Our omnichannel approach connects customers seamlessly across digital platforms and physical dealership experiences. We also emphasize the in-car experience. For example, with the Renault 5 E-Tech electric, we introduced a virtual assistant powered by artificial intelligence, which accompanies the driver and passengers during their journeys. This assistant, which we’ve called “reno”, allows them to interact by asking questions or activating certain vehicle functions. What digital tools do you use to better understand customer needs before, during, and after the purchase? The renault.es website is a key resource for customers in the buying process. Regular customer surveys help us refine our website and improve user experience. Our campaigns also engage customers, and we use brand lift studies to track their perceptions. Post-purchase, we conduct surveys like the NCBS (New Car Buyer Survey) to gain insights into customer satisfaction. And we rely on industry studies such as ABT and general reports like “AIMC Marcas” to understand our audiences better. What initiatives are you implementing to maintain customer loyalty beyond the vehicle purchase? We believe that the customer experience with the brand is essential for keeping them engaged, maintaining their vehicle in our official dealership network, and potentially purchasing another Renault in the future. One key initiative is My Renault, a digital platform accessed through a mobile app, where customers can manage vehicle functionalities (e.g., battery charging, vehicle data), schedule dealership appointments, and handle aftersales services. How do you ensure that various communication channels (website, dealerships, social media) work together to provide a consistent experience? We have a holistic approach to communication, ensuring that all touchpoints complement each other while adhering to the highest standards of quality, image, and service. To achieve this, it’s essential for all channels to be interconnected. What role does vehicle connectivity play in your ongoing relationship with customers? Connected vehicles play a crucial role in strengthening the bond between the customer, their vehicle, and the brand. A connected car integrates seamlessly into the user’s digital ecosystem, personalizing the experience and enhancing customer interaction. The possibilities are nearly endless—remote updates, additional services, and even preemptively identifying issues—all of which contribute to a more engaging and efficient experience. What areas of customer experience does the automotive industry still need to improve, and how is Renault addressing these challenges? The automotive industry is undergoing a significant transformation, and I think one of our main challenges is to guide customers through this paradigm shift and lead the transformation. For example, the customer experience at the point of sale is vital. Here at Renault, we’ve realized that more urban customers are reluctant to travel long distances to visit a dealership to explore a vehicle. To address this, we’ve created the ‘rnlt’ concept—a compact distribution format located in city centers, giving us greater visibility and allowing us to engage more directly with urban consumers. The first rnlt in Spain opened in September 2024 on Madrid’s Golden Mile. Omnichannel at Renault: A Connected Experience Website Renault.es with surveys and digital tools. Dealerships In-store experiences and new urban formats (rnlt). Connected vehicle Remote updates, assistance, and personalization services. Mobile app My Renault for vehicle management and aftersales.