Renault Samsung seeks to offer 'different value'

Renault Samsung's SM6 / Courtesy of Renault Samsung

By Kwak Yeon-soo

Renault Samsung Motors has released its first brand commercial in six years to differentiate itself from rivals.

In celebration of its 20th anniversary, Renault Samsung's new commercial features singer Park Hyo-shin.

This is the first time in his 20-year career that Park has appeared in a TV commercial.

The teaser video has surpassed 430,000 views on YouTube, while the full-length version has exceeded 2.5 million views.

The company said it created the video to trigger consumer emotions and embody corporate achievements over the years.

“We pursue 'a little different' value from other automakers, which is to provide a new experience to our customers,” a Renault Samsung official said. “Through this campaign, we wanted to remind people of our achievements.”

Renault Samsung unveiled the SM6 in 2016 amid a sluggish midsize sedan market. It launched the QM3 compact sport utility vehicle (SUV) in Korea in 2014 to strengthen its market leadership in the segment.

Following the QM3's success, the company rolled out the QM6 GDe to the diesel-oriented SUV market, and has led growth in the gasoline SUV market.

Meanwhile, the automaker plans to launch the LPG-fueled the QM6 in the first half of this year.

The company has also launched an ultra-compact electric car platform, the Renault Master van, and an “e-showroom,” through which consumers can buy cars online.

The Renault Twizy, a compact electric vehicle (EV), accounts for about 80 percent of sales of micro EVs in Korea.

Last year, 1,498 units were sold domestically. This is more than double the number from 2017.

The easy to park Twizy can be charged through a 220-volt plug and the automaker says it has potential for commuting, shopping and logistics.