Dacia plans to open the world’s first ‘mud wash’ in London later this month.
Designed to (safely) cover 4x4s in real mud, Dacia wants drivers to experience the ‘adventure ready’ lifestyle of going off-road.
It follows a survey by the Renault-owned company, which found that 40 percent of 4×4 drivers have never ventured beyond the tarmac.
No tough mudder required
The poll asked 1,000 city-dwelling 4×4 owners about their experience of owning their cars. Almost a fifth (19 percent) said they have never even ventured down a dirt track.
More than a third said the most “challenging terrain” they had tackled in their 4×4 was crossing a speed bump on the school-run.
Despite this bias towards road use, 17 percent said they wished they could be more adventurous with their 4×4. And 13 percent said their families were not adventurous enough, holding them back from doing more.
‘Swap the telly for wellies’
To help change attitudes, and demonstrate the affordability of the Duster 4×4, Dacia has created the ‘Adventure Ready’ Mud Wash experience.
On Tuesday 18 January, 4×4 owners will be able to book an appointment at Dacia’s London West showroom. A team of ‘anti-clean’ specialists will then apply mud across the outside of each vehicle, giving the impression of its owner living an off-road lifestyle.
Appointments will need to be pre-booked by 12 January, and will be offered on a first-come, first-served basis.
Luke Broad, brand director for Dacia UK and Ireland said: “Our ‘Adventure Ready’ Mud Wash is about setting car buyers up for a year of adventure and embracing all that comes with it. The Dacia Duster is the perfect all-terrain vehicle to get Brits out into our fantastic countryside more often.”
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