As part of a wide-ranging marketing campaign to underline its “smart buy” ethos, “shockingly affordable” Dacia has written an ‘open letter’ to the Chancellor in the national press. Addressed “Dear George”, the tongue-in-cheek copy suggests that the Dacia Sandero, which costs from just £5,995, a fraction of the cost of his current ministerial car, is the perfect car for him in the current economic climate, as “it’s solid, simple and doesn’t come with any frivolous extras”.
The letter ends with the line “What better way to say we’re all in this together?”
Dacia owners, fans and the wider public are all being invited to engage with the campaign by tweeting using the #DearGeorge hashtag. They will also be asked on Twitter whether they would like the Chancellor to consider driving the UK’s most affordable car and to vote on the issue on the campaign web page at dacia.co.uk/deargeorge.
Edward Preston, Dacia Brand Communications Manager, said: “The Dear George campaign perfectly sums up Dacia’s belief in “eliminating the unnecessary”. It’s light-hearted, but nevertheless, there is a sound financial message behind it. If Mr Osbourne would like to test drive a Sandero, or speak to one of our highly-trained Dacia sales personnel to discuss potential car financing options, we would be only too delighted to hear from him.”
Andy Bird, Publicis executive creative director, said: “’What better way for Dacia to celebrate Budget day than asking George Osborne to ‘do the maths’ by simply purchasing the totally non frivolous Dacia Sandero, and to really put his money where his mouth is in these austere times.”