Publicis Groupe seals in-car deal with Renault

We noted yesterday that the full effect of Publicis Groupe’s tech-inspired “transformation” had yet to be evident but maybe there’s a clue here: Renault and its Challenges Groupe publishing partner have struck a deal with Publicis to produce an in-car entertainment and information platform using AEX (Augmented Editorial Experience.)

The intention is to offer users an “immersive experience enriched by editorialized and personalized content, whose value will provide a real differentiator in the choice of vehicle purchase and use.”

They’re all at it, of course. Mercedes is currently confusing drivers of its new A-Class with the ‘Hey Mercedes’ voice device that seems to tell you anything but what you want to know.

Publicis will contributed its Relaxnews newsdesk to the project with support from consultancy arm Publicis.Sapient.

Thierry Bolloré (no relation), who’s taken over from Carlos Ghosn as CEO of the troubled car group, says: “The democratization of major societal changes is at the heart of Renault’s DNA. AEX is a new illustration of this to enable access to knowledge and information through the use of technology, in order to make each journey an enriching experience. By creating the world’s leading platform for mobile content for our customers, we are paving the way for a new era of on-board experiences, which represents a major strategic acceleration and long-term value creation for the Group.

“After the acquisition of a stake in the Challenges Group, the agreement with the Publicis Groupe and Relaxnews would be a key factor in our innovative vision of the mobility of the future, which I sincerely welcome.”

Publicis Groupe’s Maurice Levy says: “In the spirit of constructive partnership, we are very pleased with this strategic agreement, which reflects our historical ties and strengthens our relationship with Groupe Renault. We are proud that Relaxnews and Publicis Sapient can actively contribute to the development of AEX to make it a success.”

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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