Renault do Brasil has launched a special edition Clio sedan targeted at women buyers, writes Rogério Louro.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The car maker has a strategy of launching co-branded special editions in association with well-known non-automotive brands and the limited edition Clio sedan ‘O Boticário’ is the third model to appear.
O Boticário is the biggest perfume and cosmetic company in Brazil.
With female buyers the principal target, the new Clio sedan has special additional details such as seats upholstered with a velvet that does not fray women’s nylons or silk stockings and a vanity mirror in the driver’s side sunvisor.
Renault will produce 2,200 units of the Clio O Boticário sedan and use the the perfume and cosmetic maker’s mailing list to promote the new model.
Renault’s Brazilian co-branding strategy began last year with the Clio Yahoo, a special version of the Clio hatchback, sold only on the Internet.
Last April, the car maker introduced a special edition Clio hatch called the Joven Pan, named after the national radio station targeted at young people.
Though the Clio Joven Pan was launched as a limited edition strong sales have led to it becoming a permanent fixture in the range.
