By on June 21, 2016

2016 Dacia Duster Commercial “Another one bites the dust.” Queen, 1980.
“Another one drives the Duster.” Dacia, 2016.

As the elites gaze at yet another Dacia Duster drive by, they adopt the 36-year-old words of Queen. Sort of.

“Another one drives the Duster,” Dacia’s latest ad repeatedly says.

“Relax, you can drive one too,” the commercial ends. And if you live in one of Dacia’s mostly European markets, you surely can. The Dacia is priced from only £9,495 in the United Kingdom, less than half the price of Nissan UK’s Rogue twin, the X-Trail.

If you, like me, capture major European sporting events through European-based streaming services, you’re bound to come across this Queen-inspired Duster ad before long. You’ll be uncomfortable at first – are they saying, “Another one bites the duster?” – and then you’ll simply perceive the ad as dorky. But the Duster ad manages to fulfill its mission of showcasing a Romanian SUV that you won’t be embarrassed to drive.2016 Dacia Duster Essential front 3/4, Image: RenaultThe Dacia Duster surely can’t be great, but if it’s any good at all, the Duster could be the modern SUV version of little European cars which dismissed class distinctions in decades past. According to Automotive News, Dacia’s European market share in 2016’s first five months stands at 2.7 percent, not far back of Kia and well ahead of Volvo.

Across the pond, Dacia is known mainly for being the focal point of a running Top Gear gag. But that Top Gear era is over.

[Image Source: Dacia, Dacia Denmark YouTube Channel]

Timothy Cain is the founder of GoodCarBadCar.net, which obsesses over the free and frequent publication of U.S. and Canadian auto sales figures. Follow on Twitter @goodcarbadcar and on Facebook.

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28 Comments on “Dacia Borrows Iconic Queen Hit For New Duster Commercial...”


  • avatar

    It looks just like everything else.

    When you look like everything else, you need to set yourself apart to get noticed.

    • 0 avatar
      Lou_BC

      “When you look like everything else, you need to set yourself apart to get noticed.’

      BTSR reveals his philosophy on life, cars and blogging.

      • 0 avatar
        TonyJZX

        He only has eyes for 700hp 4,000lb plus saloons so his opinion on anything else, especially developing world CUVs is suspect (what a surprise).

        You could blindly go to any Asian car manufacturer, pick out a sub $20k CUV and it would probably be superior to this.

        But it doesnt matter, this car is designed for the developing world and it has been profitable for Renault for many many years already… and, better yet, they will continue to make it for years to come with little technical improvement because the audience doesnt care and doesnt want to pay for improvements.

  • avatar
    CoreyDL

    Great news!

    What?

    I’ve secured top secret footage from inside the Dacia factory where they’re building the Duster!

    Great! Anyway.

  • avatar
    CoreyDL

    I quite like the hikers in their tweeds. Bet they’ve got a Classic LWB.

  • avatar
    JimZ

    “Relax, you can drive one too,”

    I have. I’d rather not again.

  • avatar
    heavy handle

    Back in the day (in the schoolyard) we used to sing it as “another one rides the bus.”

  • avatar
    Big Al from Oz

    Well, I do know they are a common sight in France and in the EU and yes most are powered by a little diesel.

    I can see the attraction for them in Europe, cheap to buy and own. Most importantly they are versatile a suitable family appliance.

    Remember, CUVs are not just a US craze, it’s global and there will be many different takes on them to suit individual markets.

    Here in Australia most are similar to the US, except many are diesel powered.

  • avatar
    Sjalabais

    It’s a great value proposition and with a lot of people being unable to afford other new cars, this is a reasonable choice for many. I wouldn’t deride it and I suspect everyone here will have fond memories of it 20 years on.

    Btw, I didn’t know the “c” in Dacia was pronounced like an “s”. Growing up in the GDR, we always said “Datschia”.

    • 0 avatar
      Varryl

      http://www.dacia.co.uk/about-dacia/faq/

      It’s Datcha (or thereabouts for people who are nae Romanian.) I don’t know why they are pronouncing it like that, aside from perhaps they are running this commercial in a different country.

  • avatar
    Varryl

    Thanks, Top Gear. I’ll be calling it Day-sia for the rest of my life now, even if I know it’s wrong.

  • avatar
    Carrera

    This is a design that Renault came up with. I think it is based on the Nissan Qashqai but a bit cheaper. The Qashqai wasn’t too far off from our old Nissan Rogue.
    It is a little crude inside no doubt. I think in Romania it starts at about E 12,000 and goes all the way to E 17-18K which is not very cheap. Translated into dollars, that’s a lot of money but in Romania a competitor such as Kia Sportage starts even higher. Of course, the Rav4 and Crv start at lows 20,000s Euros and go to 30K Euros.

    • 0 avatar
      Sjalabais

      Interesting. Dacia has only recently found an importer to Norway, and the Duster is the only car they sell here – starting at 24000$.
      https://www.dacia.no/

    • 0 avatar
      TonyJZX

      Going by the comparison, a Duster if it less than half the price of a full size CUV (like a Rogue, CRV, RAV4 etc.) then it would be the same price as a subcompact like a Kia Rio or one of the Indian made things.

      If the Duster is that cheap in Western economies then you can put up with a lot of NVH for the privilege of driving a CUV rather than a subcompact.

      • 0 avatar
        Sjalabais

        This is their one selling point. The only other cheap option – and a REAL offroader – would be the Lada Niva starting at 10500€/11800$ everything included …
        http://www.lada4you.de/fileadmin/LADA.DE/downloadbereich/pdf/Preisliste_2016/PL_TAIGA_06.2016.pdf

        … or a lifted Lada Kalina (8V engine!) from 9700€/11000$ – a massive 3000€ price rise over the ordinary compact, the cheapest car in WEurope (7300$ new incl taxes):
        http://www.lada4you.de/kalina-cross0.html

  • avatar
    TonyJZX

    See this is amazing to me. I think of the UK and DE as the bastions of automotive design safety and… bureacracy.

    In my country (AU) cars that do not have airbags, abs, dsc, tc etc. arent not able to be sold.

    It amazes me that cars like the Duster and Ladas are able to be sold in the UK and Germany. I have heard of ADAC and that are the world’s premiere authority of crash testing. And yet they allow Ladas to be sold.

    • 0 avatar
      Sjalabais

      From what I can figure, the Kalina Cross did pass specifications (UNECE Regulations № 94-01), but they differ from EuroNCAP (collision speed 56 instead of 64km/h, among other things):
      http://m.zr.ru/content/news/707961-avtovaz-razbil-lada-kalina-cross/

      It’s a very interesting question, as I always assumed the Kalina had passed these tests. Maybe it got licensed before and everything is build on an existing platform (once allowed, it can’t be revoked; keeps the Niva/4×4 alive). The EuroNCAP website mentions neither Lada nor Datsun, which is a rebadged Lada.

    • 0 avatar
      Carrera

      Tony, the Duster hasn’t been drawn in a dark, damp room in some forgotten village in Romania. This was designed by Renault in France. Yes, it is built in Romania but it has the same safety specs that any western car would have in Europe. Like I said, it share its platform with Nissan.

  • avatar
    Shortest Circuit

    Meh. The best one using Queen was the aiwa commercial.

  • avatar
    meples

    First post here (ahem!) What’s with Duster and classic rock? It’s totally lame. Here’s an Indian ad. https://www.youtube.com/watch?v=z3myCl4eB68

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