Why Has Renault Opened a Flagship Store in Battersea Power Station?
If you’ve strolled through London’s Battersea Power Station lately, you might have noticed something a little different—Renault has set up shop right in the heart of this iconic space. But why here, and why now? The answer goes beyond simply selling cars. Renault’s new flagship store is a bold move to reintroduce itself to the British public, spotlighting its fresh brand identity and a new generation of electric vehicles.
Battersea Power Station isn’t just any shopping center. Since its reopening in 2022, it’s drawn over 30 million visitors, making it one of the UK’s busiest urban retail destinations. Renault’s decision to plant its flag here is all about visibility. Traditional car dealerships have all but vanished from city centers, and Renault saw an opportunity to bring its cars—and its story—directly to where people live, shop, and socialize.
What Makes the Rnlt Store Different from a Traditional Dealership?
Forget everything you know about the old-school car showroom. Renault’s new ‘Rnlt’ store is a far cry from the sprawling lots on the outskirts of town. At just 200 square meters, it’s compact, stylish, and designed for the urban crowd. But the real difference is in the experience.
Step inside and you’ll notice it’s less about hard selling and more about immersion. The store is set up as a retail ‘hub’—a central spot in a wider network of Renault service centers outside the city. Here, you can check out the latest electric models like the Renault 5, 4, Mégane E-Tech, and Scenic E-Tech. Salespeople are on hand if you want the traditional dealership treatment, but you’re just as welcome to browse, ask questions, or even just hang out.
The goal? To make learning about electric cars approachable and enjoyable. Renault’s chief marketing officer, Arnaud Bellouni, puts it simply: selling an EV isn’t a quick transaction. People have been driving petrol and diesel cars for a century; switching to electric takes time, trust, and a lot of questions answered. These city-center stores are designed to give people that space—no pressure, just possibilities.
How Is Renault Using the Store to Tell Its Brand Story?
Renault isn’t just selling cars—it’s selling a story. That’s clear the moment you walk in. Alongside the vehicles, you’ll find a curated selection of branded merchandise: skateboards, clothing, scale models, snow globes, and even handmade foosball tables that cost nearly £4,000. There’s a vinyl bar, too, run in partnership with Sony Music, where you can listen to records on personal headphones.
This isn’t just clever marketing. It’s about creating an emotional connection. As Bellouni explains, when people buy for love, they’re not just buying a product or even a brand—they’re buying into a story. The Rnlt store is designed to be a place where that story comes to life, where visitors can experience the Renault ethos in a hands-on, memorable way.
Why Focus on Electric Cars in the City?
Cities are at the forefront of the electric revolution. With growing concerns about air quality, congestion charges, and the push for greener transport, urban areas are where EVs make the most sense. Renault’s line-up at Battersea is all-electric for now, but there are plans to add models like the new Clio, which is especially suited to city driving.
But selling EVs isn’t just about putting them on display. It’s about education. Many people still have questions about charging, reliability, and long-term costs. Renault’s approach is to meet people where they are—literally and figuratively. By being present in high-footfall, residential areas (not just big shopping malls), they’re hoping to break down barriers and make EV ownership feel accessible and even exciting.
How Does This Fit into Renault’s Global Strategy?
London’s Rnlt store is just one piece of a much bigger puzzle. Renault is rolling out similar stores in cities across Europe—Paris, Milan, Brussels, Madrid, Rome, Rotterdam, and Berlin, with Copenhagen next on the list. By the end of the year, there will be 44 Rnlt stores worldwide.
Each location is carefully chosen for its residential vibe. Renault isn’t interested in setting up shop in massive, impersonal malls. Instead, they’re looking for neighborhoods where people live, work, and play—the kind of places with a butcher, a baker, and a pharmacy nearby. It’s a hyper-local approach that feels refreshingly human in an age of faceless retail.
What Can Visitors Expect Beyond Cars?
Renault’s Battersea store is as much about lifestyle as it is about automobiles. The vinyl bar is a standout feature, offering a unique way to unwind and enjoy music in partnership with Sony Music. The merchandise selection is surprisingly broad, catering to everyone from car enthusiasts to design lovers. Whether you’re eyeing a scale model for your desk or a designer skateboard, there’s something for everyone.
This diversification is intentional. Renault wants the store to be a destination, not just a showroom. It’s a place to linger, learn, and maybe even fall a little bit in love with the brand.
What’s the Bigger Picture for Urban Car Retail?
Renault’s move is part of a broader trend in the automotive world. As city centers evolve and car ownership patterns shift, brands are rethinking how they connect with customers. Urban showrooms like Rnlt are popping up across Europe, offering a more relaxed, interactive, and community-focused way to experience cars.
Recent data from the European Automobile Manufacturers’ Association shows that EV sales in Europe jumped by over 30% in 2023, with urban areas leading the charge. People are curious, but they want to touch, feel, and understand before making the leap. Renault’s new approach is all about meeting that need.
A Fresh Take on Car Shopping in the City
Renault’s Battersea flagship isn’t just another car showroom—it’s a sign of how brands are adapting to a changing world. By focusing on experience, education, and emotional connection, Renault is making the electric future feel a little more personal and a lot more exciting. Whether you’re a die-hard car fan or just EV-curious, it’s worth a visit. Who knows? You might just find yourself part of the story Renault is so keen to tell.