Dacia closes website for Black Friday

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【Summary】Dacia, known for its budget-conscious approach, is shutting down its website for Black Friday, instead showing its commitment to being the UK's top value car manufacturer. A survey found that 70% of Brits view Black Friday as a marketing gimmick. Dacia will also air a radio advert playing relaxing sounds to help consumers "tune out of the Black Friday noise." The website will be back up and running on Saturday.

FutureCar Staff Nov 24, 2023 3:17 PM PT

Dacia, known for its playful jabs at the automotive industry, is taking a dig at Black Friday this time. Instead of offering discounted deals like many other brands, Dacia has decided to shut down its online sales and car configurator for the day.

Luke Broad, Dacia Brand Director for the UK, explained the decision, stating, "At Dacia, Black Friday is just a normal Friday. Shutting down our online sales for the day is a bold move but it does show 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 an effort to help consumers "tune out of the Black Friday noise," Dacia will also release a radio advert featuring relaxing sounds.

The Dacia online sales and configurator site will be back up and running on Saturday, November 25. Customers who are looking to buy a car from Dacia on Black Friday might interpret this move as the brand's way of combatting the Black Friday marketing gimmick with one of its own.

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