Hungaroring
Renault’s sister make that’s well known in Hungary took advantage of the weekend to display its whole range in the World Series by Renault Village. The very popular Tamas Pal Kiss, who was having his first outing in the Formula Renault 3.5 Series in front of his home crowd, presented the Dacia Lodgy for the launch of the people carrier in Hungary.
“Dacia in Hungary has an image inherited from the former Communist bloc,” explains Gergely Rosta, the Renault Hungary marketing manager. “We have to communicate around the Dacia to show that the make has changed, and that it sells good cars offering the right compromise between Renault technology and a reasonable price level. The World Series by Renault is the perfect place for this as it attracts big crowds while putting across an image of top-class technology.”
To show the new face of Dacia in addition to a display of the range, the idea of presenting a Lodgy on the track followed naturally. “It was important for us to organize it with Tamas Pal Kiss presenting the car. He’s starting to become known. He’s a nice, humble guy, from a popular background. His image is very positive, that of a driver of humble origins able to make his mark in the world of motor sport. He tested the Lodgy while we were waiting for him to take to the track and he really liked its comfort.”
If the World Series by Renault gives pride of place to racing, it seemed obvious to Renault Hungary to present the Lodgy at an event of this type. “We’re in the middle of the launch campaign of the Lodgy in the media,” points out Rosta. “The Lodgy is a family vehicle and the WSR is a family event. It’s good synergy to put the two together. Historically, the Scenic and the Espace have sold well in Hungary. The Lodgy isn’t arriving in conquered territory due to the strong competition from the other manufacturers, but it’s got all the right qualities to sell well in Hungary because of its price/space ratio.”
Official Renault Sport Press Release.