In a self-assured move, Renault UK is offering cash buyers of its new electric Scenic SUV a full refund if they divorce or dissolve a civil partnership after purchasing the vehicle. Dubbed the 'Relationship Breakdown Cover,' this unusual promotion aims to position the Scenic as the ultimate family car while drawing on research about in-car arguments between couples.
The French automaker's UK research found that navigation mishaps and poor driving are the top causes of in-car friction between partners. Women reported being more irritated by wrong turns, while men were more bothered by their partner's driving skills.
Renault's promotion applies to retail cash purchases of the GBP 37,495 Scenic EV made in 2024. To claim their refund, buyers must provide legal documentation of their relationship's dissolution dated after the vehicle purchase. The Scenic EV boasts family-friendly features like backseat device charging, ample cargo space and a voice-activated panoramic roof. Renault is betting these amenities will keep families happy — or at least together.
→ While its practical impact may be limited, Renault's promotion underscores that the Scenic EV is a family car. It also playfully aligns with what we've dubbed EMPATHY ENSURANCE. As customer loyalty continues to decline, brands need to go the extra mile, particularly beyond the point of sale. Think unexpected — and even unusual — insurance plans or greater flexibility around subscriptions. It's all about empathy. How can you show your audience that you'll support them throughout their relationship with your products and services?
