The prospect of the levelling of the car market this year has made car dealers more interested in the affordable cars segment, which has been the growth base of the domestic car market for many years.
With completely new car models, such as the Hyundai Accent or Renault Clio, and also special variations of already existing models (Skoda Lady), car importers have unleashed promotional campaigns for the most affordable models since as early as the beginning of the year.
Almost 80 million euros rate-card (and ten times less in net values) last year accounted for investments by car dealers, which propels this category into the five most dynamic categories in terms of advertising spending.
Since the start of this year, the main idea importers have been promoting seems to be the affordability of products, especially because for a great deal of importers, the start of the year also means changing a considerable part of their portfolio.
This is the case of Renault, which last week launched a massive promotional campaign for the new Clio model. The Renault Clio (the Symbol version to be precise) was the best-selling imported car on the Romanian market last year, with more than 12,200 units sold.
The Hyundai Accent is another model featured in TV commercials, as well as on many outdoor billboards and in newspaper advertisements.
The new generation, the Accent mini class model, has a unique selling point, namely that it is exempt from custom duties, because it is manufactured in Turkey. With prices starting from 7,800 euros, without tax, the new Accent model is now better positioned to fight for a market share.
Even for cars that had the 30% custom duties levied, Hyundai importers last year doubled sales, exceeding the 4,000-unit threshold, in line with data provided by the Association of Automotive Manufacturers and Importers (APIA).
Dacia, the main brand on the domestic market also had a good start to the year.
The cheapest brand on the domestic market has attempted several interesting moves in terms of positioning since the beginning of the year.
Skoda, another affordable brand, also strongly promoted a new variant of traditional technology at the beginning of the year. Porsche Romania, the importer of the Czech brand, Skoda, one of the main players on the car market, is advertising the Skoda Lady on TV. Fiat has also followed suit.
importer of the Italian brand is now promoting its special offers for Fiat Punto Classico model on TV channels and billboards.
The highest rates of growth on the Romanian market last year were reported in B class and C class (compact) cars, which make up the so-called affordable car. The two classes together accounted for more than 80% in total sales of new cars in Romania. ionut.bonoiu@zf.ro
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