That just about sums up the angle concerning the hyped-up “vacation” from the advertising and marketing of us at Dacia, the Renault-owned price range model bought within the UK.
To anti-celebrate the buying chaos for a day, Dacia final Friday shut down its on-line gross sales website in Britain and its automotive configurator and posted this explainer, “as a result of at Dacia we provide worth all 12 months spherical.” To emphasise the purpose, the notice provides, “It’s no huge deal!”
Abroad, Dacia sells price range branded autos such because the Sandero supermini and the Duster SUV.
“At Dacia, Black Friday is only a regular Friday,” stated Luke Broad, Dacia’s director within the UK, as reported in CarScoops. “Shutting down our on-line gross sales for the day is a daring transfer nevertheless it does present our dedication to being the UK’s primary automotive producer for worth. This can be a option to put our cash the place our mouth is.” The corporate has additionally positioned radio advertisements that simply play “stress-free” sounds so that customers can “tune out of the Black Friday noise.”
The idea of Black Friday attracts a blended reception in Britain, the place Thanksgiving is often solely celebrated by expatriate People residing there. Actually, the automaker stated that analysis it commissioned indicated that 70 p.c of Britons believed that Black Friday was a gimmick, regardless that greater than half of these surveyed stated that they nonetheless use it as an excuse to buy Christmas items.
“Black Friday can simply lead customers to overspend on merchandise they don’t want – which isn’t what Dacia is about,” stated Broad. He identified that retailers will typically use methods like elevating the worth of an merchandise for a couple of weeks earlier than they lower costs on Black Friday, or they’ll supply offers on objects restricted in inventory to then upsell customers to completely different merchandise with a higher revenue margin.