Renault – a manufacturer gaining ground in Hungary

The fact that the World Series by Renault came back to the Hungaroring for the fifth year in succession is no accident. In Hungary, Renault is gaining ground and the WSR helps enhance the French make’s image. Last weekend, 130 000 people flocked to the meeting despite the bad weather, which shows their attachment of the event and to Renault.

“After the Formula 1 Grand Prix, the World Series by Renault is the second-biggest meeting,” says Gergely Rosta, the Renault Hungary marketing manager. ‘The fans are loyal and come back year after year. The fact that 130 000 spectators turned up this year in spite of the bad weather is really exceptional. The fans come not only to see the races but also to enjoy the festive aspect of the meeting.”

This loyalty can be explained by the quality of the weekend’s programme with the various single-seater and saloon car races, as well as the entertainment available. Renault is also making an increasing impact on the Hungarian market. “Today, Renault is the third manufacturer in terms of sales in the country with a 12% market share,” says Rosta. “The World Series by Renault helps us to popularize the make. It’s an event that’s worth a lot more than several advertising campaigns.’

The spectator attendance means that the aim was achieved. “We’re targeting two types of clients, the general public and the VIPs. Thanks to the variety of the event we can invite potential clients and partners. The results often meet our expectations as the WSRs put on a show that thrills the crowd.”

The whole Renault range was on display at the Hungaroring even if the public was interested by specific models. “We’ve been selling the Daccia range for several years so here the brand doesn’t have the same low-cost image it has in France. One of the most successful models is the Fluence. The Hungarians like the design, the level of equipment and the price/presentation ratio.”

In a world that is just emerging from the financial crisis  Renault Hungary can be pleased with the fact that it has managed to keep its head above water while awaiting better days. “In 2005, 200 000 new cars were sold compared to 54 000 in 2010. Such an event is a strong message sent by Renault. As much as the F1 Grand Prix seems reserved for a certain clientele with its image of exclusivity, the World Series by Renault is open to everybody. As it is free the event is good value, and people are more inclined to come and have a look at our models. In the current climate of crisis, an event like the World Series by Renault is just the right tool to attract people who have suffered its effects.”