Groupe Renault partners Publicis Groupe to launch global content platform

Groupe Renault has partnered Publicis Groupe and its newsdesk, Relaxnews to create a global platform of editorial content for mobility. Through this, the international car manufacturer aims to differentiate itself by offering users “an immersive experience enriched by editorialised and personalised content”.According to the company, the editorial platform will be capable of aggregating all types of media and audio content, including news, music, audio books, podcasts, e-learnings or content based on geolocation and user preferences. It also provides an interactive and personalised experience via voice command.Groupe Renault CEO Thierry Bolloré said, “By creating the world’s leading platform for mobile content for our customers, we are paving the way for a new era of on-board experiences, which represents a major strategic acceleration and long-term value creation for the Group. After the acquisition of a stake in the Challenges Group, the agreement with the Publicis Groupe and Relaxnews would be a key factor in our innovative vision of the mobility of the future, which I sincerely welcome.”The platform will add a new dimension to the Augmented Editorial Experience (AEX) concept initiated by the company in collaboration with the Challenges Group in 2017. Through artificial intelligence, the platform will learn to passengers’ interests and suggest content as users interact with the it. AEX looks to transform a passive experience into an “active conversational and contextual experience”. The platform aims to be seamless, delivering content to listen to or share on social media in all mobility contexts, whether on-board or off-board.Relaxnews, which was acquired by Publicis in May 2015, will bring its network of partners, its strategic, editorial and technological expertise as a news agency, and the skills of its teams already involved in the project. Under the agreement, Publicis Sapient will also extend technical support in the deployment of the platform in terms of user interface, technology and project management.Chairman of the supervisory board of Publicis Groupe, Maurice Lévy said the partnership reflects the company’s historical ties and strengthens its relationship with Groupe Renault. “We are proud that Relaxnews and Publicis Sapient can actively contribute to the development of AEX to make it a success,” she added.Groupe Renault, which has manufactured cars since 1898, has sold close to 3.9 million vehicles in 134 countries in 2018. To address the major technological challenges of the future, while continuing to pursue its profitable growth strategy, Groupe Renault is focusing on international expansion. To this end, it is drawing on the synergies of its five brands (Renault, Dacia, Renault Samsung Motors, Alpine and LADA), electric vehicles, and its alliance with Nissan and Mitsubishi Motors.