RENAULT Australia has signed on Australian ad tech company Cartelux and is already in the throes of rolling out its centralised digital marketing solution across all 54 dealers in the Renault network.

The roll-out started on September 1 and followed a successful and extensive testing period with selected dealers.

Cartelux reported that participating dealers recorded an uplift in their web traffic of between 20 per cent to 80 per cent during the period.

The Cartelux software is used to target potential Australian customers in all states and territories through Renault’s dealers to give every dealer a live media analytics function to track ad performance.

It lets Renault drive dealer-specific marketing by simplifying and automating the digital ad creation, approval and media-buying process. Cartelux also enables personal and local assets of each dealer.

It said that by using Cartelux, Renault dealers “can create and amplify advertising campaigns in 60 seconds, providing the ability to react quickly to changing market and stock conditions.”

The partnership between Cartelux and Renault Australia is part of a wider partnership between the software company and Google, referred to by Google as “the future of automotive retail”.

Renault Australia senior marketing communications manager Elena Woods said: “We see significant importance in empowering our dealers to send a targeted message to in-market customers that is both brand-consistent and compliant with the special requirements of the Australian market.

“The pilot showcased the competitive advantage we gained by using the software. It saves Renault dealers time and money that would otherwise have been spent on setting up, producing and amplifying their own campaigns.

“This is a Renault Australia first, and we are excited to showcase this initiative to our global counterparts.”

Ms Woods said the Cartelux software also gives Renault Australia access to the world-class media targeting capability of Google and Meta to use across the entire sales network.

“It makes brand compliance easy and delivers more consistent communications,” she said.

Cartelux global general manager Patrick Doble said: “We are excited as a global company to name Renault Australia as a new client on our home turf.

“Our software makes it easy for each Renault dealer to run sophisticated, targeted ad campaigns – the results speak for themselves after a hugely successful testing.”

Cartelux said it had significant growth both domestically and internationally and announced key hires to the executive team.

In June 2021, Cartelux signed a deal with Mini which followed a global agreement with Kia. Cartelux clients at that time included Nissan, Toyota, BMW and Volkswagen. In June 2022, Ford announced it will use Cartelux’s digital marketing products throughout its ASEAN dealer network.

The partnership between Cartelux, Ford Motors ASEAN and Google started late 2021 with a program for Ford dealers in Thailand and now expands to South East Asia. It does not include Australia.

Cartelux announced the partnership at Google’s Think Tank APAC event, where Google referred to the work of the Australian company as “the future of automotive retail”.

Cartelux was founded in Australia in 2020 by entrepreneur Joshua Williams to simplify digital advertising. Cartelux is based on the Sunshine Coast, Australia.

The company, based on the Sunshine Coast, operates an easy-to-use platform to create, amplify and measure local digital campaigns at the highest professional level.

 

By Neil Dowling