Renault’s EV “Trojan Horse” & AI in Modern Marketing: Brand, Heritage, and the Tech vs IRL TensionTom interviews David Isherwood, UK Marketing Director at Renault, who shares his 20+ year career at the company from graduate roles and showroom experience to HQ positions in Paris, returning in November ’22 to lead UK marketing ahead of new launches led by Renault 5. They discuss how the auto industry has rapidly changed through the internet, new entrants, and the shift to EVs, creating a need for customer education around charging and total cost of ownership while still building desire with strong creative and clear brand DNA. Isherwood explains Renault’s “French, electro, pop” positioning, using heritage as an asset without clinging to the past, and balancing brand-building with performance marketing. He outlines responsible AI use across marketing and retail touchpoints, including website Q&A tools, in-car assistance, governance, and lessons from imperfect sentiment analysis, while predicting greater data integration and growing competition for attention.00:00 Meet David Isherwood00:26 Career Journey at Renault01:14 Industry Shifts and EV Rise02:26 Renault 5 Brand Statement04:04 Selling and Educating EVs06:23 AI in Modern Marketing09:24 Responsible AI and Governance11:13 Brand Building vs Performance13:21 Heritage and F1 Relevance15:52 Retail Experience and AI Tools17:24 Timeless Brand Principles20:22 Agencies and AI Creativity22:12 Future Trends and Integration24:20 Closing Thanks and Wrap Up
David IsherwoodGuestTomHost
