October 21, 2008 Move over motor shows, it seems that video games are becoming the platform of choice for manufacturers wanting to throw a spotlight on their shiny new wares. Citroen is using this tactic to showcase its latest concept car and now Renault has announced that video game fans will be the very first to get behind the wheel of its new Mégane Coupé in the latest installment of Electronic Arts’ popular Need for Speed series: Need for Speed Undercover.
In a move that also recognizes both the broadening of the video demographic and the fact that a car’s appearance in a game is about as good an advertisement a vehicle can have, Renault and EA have been working together for nearly a year to recreate the characteristics and behaviour of the New Mégane Coupé in the game. The partnership will see the French marque’s rakish three-door share the virtual tarmac with the likes of the Audi R8, BMW M6 and Porsche 911 GT2.
In the game players chase rivals in the high-speed action along more than 80 miles of road in the Tri-City Bay Area, during their undercover operations to take down an international crime syndicate.
As part of the tie-up, Renault’s new coupé will be exhibited alongside the Need for Speed Undercover stand at the MPH Show featuring Top Gear Live at both Earls Court (30 October to 2 November) and NEC Birmingham (13 to 16 November).
The real world version of New Mégane Coupé takes to UK streets in January 2009, while Need for Speed Undercover is slated to ship this November for Xbox 360, PS3, PS2, Wii, Nintendo DS, PSP, PC and mobile.