Every brand out there is waiting for Black Friday to see orders pouring in or customers queuing in their stores. Every brand out there except for Dacia, though. The Romanian carmaker decided to shut down online sales this Black Friday and stay away from the shopping frenzy. "No big deal!" Dacia says.
The move confirms Dacia's intentions of offering affordable cars not only a day per year, but every day all year. Besides, the brand has found out that consumers are starting to realize that part of the special discount day is a marketing gimmick.
Instead of cashing in, Dacia will air a radio advert to announce the shutdown of the online sales, playing relaxing music to offer consumers a break away from the Black Friday madness and remind them they can buy budget cars every time they want.
Dacia has always bragged about offering no-nonsense cars and the best value for money on the market. Now, their decision, which only targets the UK market, really makes sense. Dacia will completely shut down online sales and car configurator.
New research commissioned by Dacia shows that nearly half of Brits (46 percent) decided to ignore Black Friday this year because they are either skeptical of the deals on offer or intend to be more cost-conscious with their spending.
Photo: Dacia
Furthermore, 3 in 4 Brits, the equivalent of 73 percent, are sure they would be able to get good value across the year if they look carefully for discounts, not only on the day everyone is hunting low prices. The study also shows that 3 in 5 Brits (64 percent) do consider themselves savvy shoppers, and 56 percent think they have good instincts when it comes to deals.
There are consumers, though, who will still use the Black Friday to get some deals for Christmas presents this year.
Black Friday is just a normal Friday for Dacia, Luke Broad, Dacia Brand Director for UK explains. "This is a way to put our money where our mouth is," he adds.
Therefore, Dacia's online sales will be closed for the whole of Black Friday, from 00:00 to 23:59, and so will the configurator. So, everyone who wants to buy a Dacia online will have to delay the move until tomorrow, November 25.
The most affordable car that Dacia currently sells in the UK is the Sandero, which starts at 13,795 pounds, the equivalent of $17,327 at the current exchange rates. The subcompact crossover variant, the Sandero Stepway, costs 15,295 pounds ($19,211)
The Renault-owned Romanian car manufacturer also has Europe’s most affordable crossover in the lineup. The Dacia Duster starts at 17,295 pounds ($21,723). Back in July, the company reached an important milestone: 250,000 units sold in the UK. Dacia has never sold cars in the United States.
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