The Auto Channel
The Largest Independent Automotive Information Resource
Official Website of the New Car Buyer

All-New Renault Trafic Stars in Knight Rider


renault rafic (select to view enlarged photo)

New web video campaign to promote the recently launched Trafic Remake of the title sequence to the cult TV show ‘Knight Rider’ was filmed for the occasion and available to view on Renault’s YouTube channel. ‘Trafic Rider’ video features a modern version of the knight and his trusty companion and shows how van drivers and tradespeople are today’s everyday heroes. Following on the back of the launch of All-New Trafic, Renault’s best-selling Light Commercial Vehicle with 1.6 million units sold, the brand has launched a video for the Web, produced in with the social media agency We Are Social. The film is a remake of the famous opening sequence of Knight Rider, the cult TV show featuring Michael Knight, a modern-day hero working for a philanthropic foundation, and his high-tech car equipped with a built-in, artificially intelligent computer.

In Renault’s ‘Trafic Rider’ film (Trafic Rider), available on the brand’s YouTube channel, the new van plays the role of K.I.T.T. and Michael Knight has been replaced by everyday hero Michael Craftsman. The aim is to creatively communicate the special bond that artisan business owners have with the Renault vehicles they use for their businesses and to showcase the performance of our LCVs.

Caroline Mechaļ, Global Advertising & Media Director at Renault, says, “This is an unprecedented initiative for a Renault LCV. The intention is to give Trafic a more dynamic image and reach out to a broader audience than simply business users.”

Sandrine Plasseraud, Managing Director, We Are Social, said:

“We have been working with Renault for several years now, particularly in France and, more recently, worldwide. This campaign shows off our creativity and our ability to come up with new, inventive ideas while remaining true to the brand’s DNA and remaining grounded in the everyday experience of its customers.”

The All-New Renault Trafic went on sale in the UK in the summer with a choice of bodystyles – Short Wheel Base and Long Wheel Base – a choice of roof types, a range of four efficient diesel engines and a choice of three trim levels. All-New Trafic is priced from £18,245 (ex VAT) and is available for customer deliveries now.