Case study
Renault Group
Meet Reno, the official Renault avatar
The world’s first 360° digital avatar deployed at scale, built with the SPooN CSDK: one character that rides in the car, lives in the app and welcomes visitors in stores and at shows.
3
production models: Renault 4, Renault 5 and Twingo
150K+
vehicles produced with Reno on board since January 2025
1M+
app downloads since 2024 on iOS and Android
4
touchpoints: car, app, kiosks and campaigns, one character
Luca De Meo
Former CEO of Renault Group
THE CONTEXT
In-cabin experience is the new engine
Manufacturers are shifting their focus to software, AI and the in-cabin experience, because this is where long-term value will be created. Not long ago, Chinese brands came to the West to learn how technologies were built. Today the dynamic has reversed.
China now sets the pace for connected cockpits, digital services and AI assistants.
Gen Z forms one global audience with the same expectations for intuitive, always-on experiences, whether in Shanghai, Paris or Los Angeles. For them, the car is no longer just a vehicle but a companion that adapts, reacts and evolves with its user, and the relationship has to extend beyond the cabin, into their digital life.
$4.42B
In-cabin automotive AI market by 2033, up from $2.3B in 2025.
Market Growth Reports, 2025
70%
of younger millennials cite technology features as must-haves when buying a car.
Lotame, 2024
89%
of drivers are ready to embrace AI as part of their driving experience.
Valvtech, IAA Mobility 2025 survey
38%
of premium car owners in Germany would consider switching brands for a better digital experience.
McKinsey Center for Future Mobility, 2024–2025
Courtesy of The interface Cars
THE EXPERIENCE
A co-pilot drivers understand
Provide intuitive interactions
with the car
Reduce cognitive stress
by making real-time decisions easier
Bring the vehicle to life
through a brand ambassador
This isn’t just about marketing or entertainment. Research shows that embodied AI agents and animated characters inside the cabin can improve driver support: they reduce cognitive load and increase comprehension, acceptance and trust.
THE DEPLOYMENT
One character, 360° deployment
The same Reno, with the same face and personality, everywhere Renault meets its customers.
In-cabin co-pilot
• Deployed on three production models: Renault 4, Renault 5 and Twingo.
• 150K vehicles produced since January 2025.
Mobile app
• Integrated into Renault’s marketing apps on iOS and Android.
• Over 1 million downloads since 2024.
• New update with ChatGPT integration in 2025.
Event & retail
• Interactive kiosks at tradeshows in Geneva and Paris.
• In retail spaces such as concept stores, including the new Paris flagship opened in Q4 2025.
Marketing campaign
• Reno carries Renault’s brand campaigns, with the same look and personality as in the car.
Give your brand
its own Reno
From the cockpit to the store, one character carries your brand everywhere your customers are.