Renault in the Game—Seriously, a Game

While it might seem that most vehicle manufacturers are acutely interested in getting their cars on the road, an increasing number are also concerned with getting them on virtual roads, as well.

While it might seem that most vehicle manufacturers are acutely interested in getting their cars on the road, an increasing number are also concerned with getting them on virtual roads, as well.

Consider Renault. It and game developer Electronic Arts have entered into a multi-year agreement in which players of the forthcoming The Sims 3 will have access to the lineup of forthcoming Renault electric vehicles (EVs). Like the Twitzy Z.E. Concept car.

Players will be able to download the EVs free of charge (there is some fine print involved, but it seems rather straightforward, requiring such things as the latest The Sims 3 launcher and an EA Online account) as part of a “Electric Vehicle Pack” that includes, in addition to cars, solar panels and a windmill.

 

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What’s the rationale for Renault? According to Stephen Norman, senior vp of Marketing for the vehicle manufacturer, “Electric vehicles are. . .going to appeal to younger, more socially conscious prospects and especially early adopters. This is the heartland of The Sims 3 community and it thus provides a great innovative way to build the Renault brand just ahead of the Renault range of affordable electric vehicles themselves.”

Translation: Get ‘em while they’re young.

Wonder if there’s a tax credit involved. . . .