But 80 of the costs were already committed

If most companies sponsor competitions or operations organized by others, Renault Trucks prefer to create its own events. Truck manufacturer based in Saint-Priest, near Lyon, republished this year, a new form, a rally-adventure initiated in 2003 between the Rhone capital and China, which had taken over the route of the road of silk and the mythical yellow cruise of Citroën. The new operation connects this time the North Cape to Cape Town in South Africa, under the name of "Cape to Cape". Parties on 1 March of Norway, four trucks Kerax (one of the flagship of the range models for the building or the long-haul transport) and the two Sherpa (a developed off-road for the army) of the expedition will be 16 weeks to reach Southern Africa. Total: 30,000 kilometres and 21 countries traversed.

Internal motivation

"In 2003, I had promised a suite, said Stefano Chmielewski, President of the subsidiary of Volvo Trucks, ex - RVI (Renault industrial vehicles)." And I wanted to continue not to do what others do. On the Dakar, for example, I am not the main subject. "This profession of faith behind is an operation triple spring. "Cape to Cape" is, first, an excellent source of motivation internal. Crews are made up of employees of the company selected by contest and duly tested prior to departure. In all, each truck will be conducted successively by three teams of two. The selected destination is not a chance. Renault Trucks built an assembly plant, in association with Volvo Trucks this year in South Africa.

Shipping allows then to perform of unpublished relations public "B to B". Each step is an opportunity for the local network of Renault Trucks (the company has 13 subsidiaries in Europe and 31 importers in Africa) to invite customers and prospects. They were 300 in St. Petersburg and Moscow, and will be 3,000 in total on the route.

It is, finally, to be a massive "autopub". "For several years, we have been sponsor main shirt of Olympique Lyonnais, where we are still present, but in a minor way." This was used to establish our brand after the acquisition of IVR. "There are our products which are put forward," says Stefano Chmielewski. The rally is the opportunity to demonstrate the reliability of vehicles home, who are not of assistance. "During our Silk Road, we have changed that a nut", boasts the President.

Return on investment

Some 70 journalists are invited on the route, images are available to television stations, some are even sold to specialty channels. In the end, according to the pattern of the business, the operation offers an excellent return on investment in terms of advertising equivalent. "In 2003, the benefits were valued at more than 20 times the investment." This year, the budget amounts to EUR 1.5 million. "It's cheaper than a wave of publicity," said Stefano Chmielewski.

He conceded however that, if the current economic crisis had been known at the time of the decision, he would have postponed the expedition. "But 80 of the costs were already committed."

Renault Trucks has sold more than 76,000 vehicles in 2008, but today sales are down more than 50 and the constructor passes its stocks. "The truck is essential to our civilization." "It may not all link by train", argues the President. "Cape to Cape" has also been created for the show.