Target Group

As stated by Renault, The Twizy is for "busy, car-owning city dwellers looking for a second vehicle, as well as to younger drivers interested in a safe way to gain experience in traffic thanks to the availability of a version that will not require a driver's license (depending on country)." For us, the Renault Twizy is a vehicle for young people: People who don´t need a family car, mainly living alone, but are looking for an efficient way to transport in a big city. The Twizy is a very cheap car so can be afforded by a recent young person who is start working. Is easy to park in a small space with very low taxes. The Twizy can be still seen as an scooter but more safety and fun. 

The Twizy will be mainly target singles or couples from the age of 23 to 40, that have a decent job and no children (yet). They live and work in a big city centre where a small car can be efficient both in cost as mobility.

Althoug therms like yuppies and dinkies sound a bit outdated, they would still suit the description of this target group very well. Some of the important characteristics of the target group and their context are listed below:

Important values:

Appearance

-          Show they are doing well

Enjoying city life

-          Being able to enjoy the athmosphere and the thing the city has to offer

Money

-          Making enough money to live comfotably

Less important are:

Frugality

Environment

City context:

Limited range

Limited speed 

Parking difficulty

Mobillty