Dacia Piles On The Pressure With First UK TV AD


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LONDON – Dec 17, 2013: Bargain hunters were cast under Dacia’s spell last night as the value car brand used the magic of the FA Cup to launch its range on UK television.

The 30-second advert aired on ITV1 during the half-time break of yesterday’s third round replay between Manchester United and West Ham.

Everyone loves an underdog. So, aptly, much like the London side as they steeled themselves for the challenge with the Premier League leaders at Old Trafford, the stage, or should that be screen, is now set for newcomer Dacia to take on the established car brand elite on the telly, as well as in showrooms, for the first time. Unlike the claret and blues last night though, Dacia’s already off to a flyer, with more than 2,000 UK pre-orders.

The new TV ad, previewed exclusively on Dacia UK’s YouTube channel the previous evening has already racked up approaching 4,500 views. Like its products, Dacia’s advertising centres around a no-nonsense approach. “We don’t do frivolity,” actor Ralph Ineson says in the opening sequence, in his well-known no-nonsense manner, made famous in hit comedy The Office, as he introduces the three-pronged Dacia attacking line-up.

But, unlike the multi-million pound Manchester United front three, including the Premier League’s top scorer Robin van Persie, it’s the incredibly low price tags which catch the eye. “Function is our thing and how we keep quality high and prices low,” he adds.

Viewers will be pleased to see that even “shockingly affordable” cars like to have fun, and the action heats up when the electric blue Dacia Sandero Stepway, the UK’s most affordable crossver, cuts loose on the open road to an upbeat track. “Because,” Leeds fan Ralph goes on to say in his thick Yorkshire accent, “research suggests a touch of frivolity might make a car more appealing.”

Nothing could be more appealing than the prices, though. The Dacia range starts from 5,995, quite simply, the UK’s most affordable new car to buy. Not to mention finance. As Ralph, Chris Finch in The Office, says bluntly to close the advert, throwing down the gauntlet to comparable offerings from rival manufacturers costing thousands of pounds more, “You do the maths.”

Romanian value brand Dacia, owned by Renault, is Europe’s fastest-growing car brand. And has been since 2004. Having shaken up car markets across Western Europe for a while now, British buyers finally get to see what all the fuss is about this month as it brings a welcome sense of much-needed “value” to austerity Britain.

How does it make its products so affordable, without skimping on quality? At the heart of everything it does, is making an enemy of the unnecessary. In fact, even appearing on the small screen usually goes against the grain, largely because its customer loyalty is so high, word-of-mouth so positive and prices so keen, that its cars don’t need the glitzy, not to mention costly, ad spend. But then it’s not every day you get to launch a new car brand in the UK. Dacia’s already notched up over 2,000 pre-orders, so what a great way to get the message out to an even wider audience, estimated to have been 4 million last night as Manchester United edged the tie by a single goal.

Dacia makes a simple range of cleverly designed, quality vehicles. Prices are clear and straightforward, whether you buy online or at nationwide Retailers. Its flagship model, Duster, starts at 8,995, making it easily the new car market’s “most affordable” SUV. Continuing Dacia’s theme of offering canny British buyers “shockingly affordable” new cars, the 4x4 version kicks off at a measly 10,995. Unsurprisingly, its secured a catchy tag of its own, the country’s “most affordable 4x4“, by undercutting other cars of its size by thousands.

The Sandero supermini comes in from only 5,995 too. Quite simply, the “UK’s most affordable new car”. Set to arrive in Dacia retailers this month, the pair enter the UK car market with an unbeatable combination of equipment, price and space.

The Sandero Stepway, meanwhile, follows in May with a jaw-dropping price of 7,995. As the advert shows, and like its stablemates, it’s a whole lot of car, for not a lot of money.

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