Gamifying Car Buying: Renault Disguises a Fee as a Pass, and People Don't Hate It

Ask your dad, mom, uncle, aunt, or anyone close to you who lived through the late '70s and '80s about a vehicle called "Le Car." They might remember that a European automaker believed Americans (and Canadians!) would like to drive a small, 60-hp coupe that later also became a hatchback.

That brand was somewhat right. Sales were shy at first, but they increased sixfold in about six years.

Back then, not too many people cared about crossovers and SUVs. They were mostly fond of vans if you can believe it. But times have changed.

Today, we buy high-riding vehicles like there's no tomorrow. We believe that something like the Model Y or the Ocean is safer and offers more interior room. Manufacturers have noticed that. So, they keep pushing models like the BMW iX, Rivian R1S, and Ford F-150 Lightning out of their factory doors despite the concept that electric vehicles should be all about efficiency and a smaller carbon footprint.

Quickness, a definitory EV attribute, should have been an advantage anyone would enjoy in a gas station-free world. However, it became a priority for everyone involved in the industry, including newcomers. Few people need to have over 800 hp on tap, and even fewer are willing or capable of coming up with the necessary funds for such tire-munching monsters dressed in green suits.

Navigating rough waters

All that proves that manufacturing EVs is challenging and costly. Major automakers are still trying to develop the best platforms, high-voltage batteries, motors, and auxiliaries that can maximize the zero-emission car's full potential. They must also tread carefully. One bad move is all it takes to slow down progress. That can be a death sentence, given how fast things are happening in this space.

Just look at Honda. Even though Tesla proved EVs could become mainstream, it didn't jump on the zero-emission bandwagon. It waited. The Japanese automaker even partnered with GM to make two American-bound EVs before modifying its production lines.

On top of that, they need to deal with large workforces that might no longer be needed. A good battery-electric vehicle should have around seven to 10 times fewer parts than its fossil fuel-burning counterpart. Keeping thousands of employees on your payroll quickly makes little sense when most of the production activity can be scaled down, or robots are introduced to do most of the heavy lifting.

But EVs aren't the ultimate solution. Gearheads, who can't imagine a world where the fuel pump doesn't exist, and serious environmentalists share that belief. It seems absurd at first, but it's true. There's a slight difference, though!

Some eco-activists claim that the best or, better yet, the greenest solution to transport pollution isn't the electric vehicle but the electric bicycle. They claim that an e-scooter or an e-bike occupies less space, needs fewer pricey resources, and can be disposed of faster and with minimal environmental consequences.

They're not far from the truth, though! During World War II, various media articles promoted bicycles as an alternative to cars. But that didn't happen because decision-makers were preoccupied with saving the planet. It was all about metals like aluminum or steel. These materials were needed for military vehicles. Americans were learning that 150 bicycles could be made with the metal needed for a single car.

A never-ending race

But let's return to the present. Disruptors like Tesla have become industry champions and have shown that the car can become much more than a means to go from one point to another. Now, besides all those efforts and investments, you must add technology to the ever-increasing list of things legacy carmakers must do to survive. Thriving is out of the question. That's for now, at least.

But with so many SUVs and pickups on the road, new car buyers are increasingly more interested in alternatives. China is one of the few countries that understand preferences can shift. Its auto companies created all sorts of zero-emission vehicles. These entities even made coupes or SUVs that can do special maneuvers like the tank turn.

Meanwhile, Europeans are stuck between quadricycles imported from China or pricey EVs made - you guessed it - with Chinese support. In the US, zero-emission pickup trucks replace battery-electric quadricycles. However, the issue of too much Chinese influence remains. Many brands import battery cells or critical minerals from the Asian country. That's why popular EVs like the Tesla Model 3 or the Ford Mustang Mach-E are losing the EV tax credit in 2024.

Fortunately, America is slowly yet surely catching up thanks to import tariffs and laws like the Inflation Reduction Act or the CHIPS Act. Europe, sadly, is still behind. Some of its most important auto brands are also owned or controlled by China, Saudi Arabia, or India. But the French are stubborn and don't like to give up despite being known for surrendering easily. That's why they're bringing back the iconic Renault 5.

The return of an icon

But Renault is not doing a lackadaisical job. Besides having to be computers on wheels, EVs must also become great tools for their owners. Not because they have to, but simply due to the fact that they can be more than green-ish commuting appliances. The skateboard chassis may be simpler. However, when coupled with high-voltage batteries that can act as generators, you have something in your driveway that can be of much help in times of crisis.

The upcoming Renault 5 will boast bidirectional charging and even green vehicle-to-grid (V2G) capabilities. "Green" refers to the EV supporting the grid when it needs help. It can pump some electricity back into the network or take a few electrons off of it when it's overloaded. Renewable energy sources can produce more electricity than consumers can use on a sunny or windy day. Storing the excess is complicated and excessive. Your Renault 5's high-voltage battery can help by storing some of those electrons.

That proves the four-door Renault 5 is not going to be just a funky EV that tries to take advantage of nostalgia. So, when you're finally behind the steering wheel of an EV that's not an expensive sedan or compromised SUV, nothing will make you question your buying decision. That's, of course, true only if the hatchback won't be a disappointment on wheels. But the French should be able to deliver a present-day "Le Car" that is not just a commuting appliance for urban dwellers.

The production-ready Renault 5 is estimated to have a starting price of about €25,000 ($26,958) in continental Europe and Ireland and under-£30,000 ($37,569) in the UK. It should be capable of a WLTP range of around 250 miles. Put it through the EPA cycle, and the result should be 200 miles. That's not impressive by any means, but it's good enough to put the 154.3-inch-long supermini EV through its paces without constantly worrying about recharging.

So, the hyped-up Renault 5 has at least two things going in its favor: heritage and satisfactory EV qualities. Performance, comfort, and cabin material quality remain to be assessed at the official launch.

Renault anticipated many people would be interested in getting their hands on the cute EV. Like many other automakers before it, the French marque intends to make more money off the revival of an icon.

Enter R Pass

Don't like waiting? Well, Renault has a solution for that – the R Pass. It's a fee you pay to jump the queue and get a few more benefits. That may sound unusual, to say the least. But it's a practice that's in line with what other brands have been doing.

Tesla laid the blueprint for anyone to see and, if they want, use. EVs are more than just cars. They can become companions when the right technology is found on board. That's an opportunity for brands capable of figuring out that computers and an internet connection can generate more revenue. Subscribing for things like heated seats or advanced driver-assistance systems are things you might be familiar with already.

So, Renault's R Pass is not much of a novelty. Video game publishers have been doing it for at least a decade. They sell a product that's expensive at first. Then, if you want more action, you pay extra for new downloadable content (DLC) or to partake in special campaigns. It's a smart idea. GTA V, Call of Duty, and Battlefield fans know it too well.

One can only wonder when the BMW M or Hyundai N pass will become available.

The French automaker asks British Renault 5 fans for £150 ($191). It's a separate fee. It doesn't come off the purchase price.

The extras you can get

That small sum can guarantee them priority ordering next year for the EV equipped with the 52-kWh high-voltage battery. It also means that their vehicle will be among the earliest manufactured. They'll also be eligible for priority delivery.

Among the perks is a miniature copy of the Renault 5. It's a 1:43 scale model. You can put it in a nice place inside your house to show it off or have it as a tribute to the real deal in your driveway.
Sadly, Renault cannot confidently guarantee that it will actually deliver on all these promises. It's a lot to ask from a brand bringing a new vehicle to market. It might be capable of doing it all, but be advised that you might not force Renault to cough up some special discounts in case it can't deliver it all or as fast as promised.

Buying the R Pass also gives you access to R5 information ahead of everyone else (including the media!), more details about the EV in the Reno app, and the ability to join webinars held by Renault employees.

Exclusive test drives and private events might also be on the table, depending on what dealership you pick. The brand would also like you to participate in social responsibility programs.
You'll need a My Renault account to buy this pass. If you change your mind, the marque gives you 14 days to request a refund.

Gamifying car buying is happening, whether we like it or not. However, what Renault is doing here is not outrageous. For a small fee, you can secure a faster delivery and a few extra perks. Many would've gladly paid it in 2022.

That's what fans and prospective Renault 5 buyers believe as well. They debated this offer in a private Facebook group and on Reddit. Most said it was a nice idea. We can't disagree. Some people pay more than $200 for diecast versions of their preferred vehicles.

The only question remaining unanswered for now: will it arrive stateside next year or in 2025? Fingers crossed, maybe it will happen! The official debut is happening in February at the Geneva International Motor Show.