Dacia closes online platform for Black Friday

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【Summary】Dacia, known for its budget-conscious approach, will shut down its online sales and car configurator on Black Friday, going against the trend of offering discounts. This move is in line with Dacia's commitment to being the UK's number one car manufacturer for value. A survey showed that 70% of Brits view Black Friday as a marketing gimmick. Dacia will also release a radio advert playing relaxing sounds to help consumers "tune out of the Black Friday noise".

FutureCar Staff Nov 26, 2023 8:17 AM PT

Dacia closes online platform for Black Friday

Dacia, known for its playful jabs at the automotive industry, is once again taking a dig - this time at Black Friday. Instead of capitalizing on the shopping holiday with discounted deals, the budget-conscious brand has decided to shut down its online sales and car configurator for the day.

Luke Broad, Dacia Brand Director for the UK, explained, "At Dacia, Black Friday is just a normal Friday. Shutting down our online sales for the day is a bold move, but it demonstrates our commitment to being the UK's number one car manufacturer for value."

Interestingly, it seems that the UK population shares Dacia's skepticism towards Black Friday, with 70 percent of Brits believing it to be a marketing gimmick. In response, Dacia plans to release a radio advert featuring relaxing sounds, allowing consumers to "tune out of the Black Friday noise."

The Dacia online sales and configurator site will resume operations on Saturday, November 25th. Customers who are determined to purchase a car from Dacia on Black Friday may interpret this move as the brand's way of combatting the Black Friday marketing gimmick with one of its own.

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