01 November 2024
Carmakers are finding retro ways of inspiring consumers to buy battery-electric vehicles (BEVs) as the market endures a challenging period. Autovista24 special content editor, Phil Curry, explores the use of classic model names.
Despite Europe’s slowing BEV sales, the recent Paris Motor Show highlighted that carmakers are still committed to the technology. There were several new launches across the various stands, but two brands in particular focused on emotional and historic connections with their latest models.
So far in 2024, BEV registrations have fallen by 2.6% in Europe. This follows the cancellation of incentives, as well as other market conditions working against the technology. Yet with new EU CO2 emission targets for 2025, together with tighter targets in the UK’s zero-emission vehicle mandate for next year, carmakers must sell more models.
Some are looking to inspire customers with new and bold designs, such as the Citroën e-C3 and C5 Aircross Concept. Others have developed new sub-brands, such as Volkswagen (VW) with its ID. series. Yet some manufacturers are looking back to the past for emotional inspiration when it comes to attracting customers.
Evoking Emotion
Two carmakers in Paris reverted to classic names with their latest BEV models, utilising emotional connections to draw customers in.
Both Renault and Ford have leaned on their heritage when it comes to naming their new all-electric vehicles. In Paris, it was the turn of the Renault 4 to break cover. This followed the debut of the Renault 5 at the Geneva International Motor Show (GIMS) earlier this year.
The unveiling of the Renault 4 took some by surprise, as the original concept model was a lot bigger. However, the carmaker has given the vehicle similar proportions to the original, with a modern take on the classic styling. Retro features such as the rear lights and sculptured door sills all follow in the footsteps of the 1960s model.
This is a similar path the carmaker took with the Renault 5. When it was introduced at GIMS, Renault had an original model on their stand. This made it easy to see how the new version evolved from the original. While the model had a similar shape and sizing, its design had been tweaked to fit the modern motoring age.
‘These two cars are like icons, the Renault 5, and the Renault 4. We are getting the opportunity to bring these cars, with their DNA, to our EV line up to make people feel the fun, and to try and improve the sales of EVs,’ Jorge Da-Cruz-Martins, Renault 4 chief vehicle engineer, told Autovista24 at the Paris Motor Show.
‘The two cars are fun to drive, they share the same platform, but the Renault 4 is bigger. It has two faces, one for city use, the other for countryside driving, and that is the DNA of the model,’ he added.
Finding Retro Appeal
Fabrice Cambolive, CEO of the Renault brand, also highlighted the appeal of an emotional connection in the Renault 4 press conference.
‘As with our Renault 5, we wanted to appeal to those who remember and drove the original Renault 4 as well as resonate with younger generations. Its silhouette is instantly recognisable, from the distinctive front-end design to the rear, where it slopes almost to the ground,’ he stated.
The shaping and styling of the Renault 4 and the Renault 5 created a central talking point at the show. Much discussion linked the new models back to the past, while recognising the modern design choices. For example, Cambolive highlighted the ‘emblematic’ mask at the front of the Renault 4. This has now been reinterpreted with ‘a luminous control that houses matrix LED headlamps.’
The carmaker has kept the trapezoid rear quarter window that was a design feature on the retro model. Cambolive also compared the car’s lines to the original Renault 4, in what was a very emotive presentation.
Capri in the Sun
The Ford Capri made its European debut in Paris, following its unveiling at the Goodwood Festival of Speed. Here was another presentation packed with emotional and nostalgic connections.
‘We wanted to capture the soul of the Capri, its rebellious heart, and wrap it in a modern, sustainable package,’ stated Amko Leenarts, director of design, Ford Europe at the launch.
Former footballer and Capri ambassador, Eric Cantona, took the covers off the new model. ‘It is magnificent, a bold reimagining of a classic,’ he said. ‘The lines are pure poetry. A symphony of steel and glass. And electric, now that is the future roaring to life.’
Leenarts also hinted that the carmaker may use other classic names for its upcoming BEVs to evoke further emotional connections. Ford is already using the Mustang name on its first mass-produced BEV, the Mach-E.
Ford’s decision to resurrect the iconic name of the Explorer for their new sports coupé SUV has sparked interest and excitement among automotive enthusiasts. According to Volker Eis, the manager of corporate communications at Ford, the goal was to inject soul into the world of electric vehicles by reviving a name that embodies rebellious American spirit.
The trend of using retro names for new vehicles is not new in the industry. Carmakers have often turned to iconic models of the past to boost sales and evoke nostalgia among consumers. Some, like the Fiat 500, have been successful in capturing the essence of the original model and translating it into a modern vehicle. However, others, such as the VW Beetle, have struggled to maintain relevance in the market.
The recent unveiling of the Renault 5 at the Paris Motor Show has garnered attention for its faithful homage to the classic model. In contrast, Ford has taken a different approach with the Mustang Mach-E and the new Capri. While the Mach-E incorporates subtle Mustang accents in its design, the Capri has been completely reimagined for the electric age, deviating significantly from its iconic predecessor.
Andy Cutler, a valuation editor at Glass’s, believes that the success of using classic names on new electric vehicles depends on the name chosen and the type of vehicle it is attached to. While some models like the Renault 5 evoke nostalgia and appeal to a wide audience, others like the Capri may only resonate with those familiar with the original.
Despite the departure from the classic design of the original Capri, Ford remains confident in the heritage and legacy of the name. The all-electric Capri is positioned as a true sports car for the family, with a promise to uphold the legacy of its predecessor. Ford emphasizes that the Capri name is not just a marketing ploy but a reflection of the vehicle’s performance and heritage.
In conclusion, the revival of the Explorer name for Ford’s new electric sports coupé SUV is a bold move that aims to capture the essence of the original model while adapting to the demands of the modern electric vehicle market. Only time will tell if the Explorer can truly live up to its iconic name and carve out a place for itself in the competitive world of electric vehicles. If you’re looking for a way to spice up your home decor and add a touch of luxury, then consider incorporating velvet into your design scheme. Velvet is a luxurious and versatile fabric that can instantly elevate the look of any room. Whether you’re looking to add a pop of color or texture to your space, velvet is the perfect choice.
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