Renault do Brasil has launched a special edition Clio sedan targeted at women buyers, writes Rogério Louro.
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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.
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By GlobalDataRenault’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.
