4X4s remain off road

A nationwide study of 4×4 drivers, by Dacia the UK’s leading value-for-money car brand, discovered that despite being designed to be driven on challenging surfaces like mud, ice and rocky terrain, 40 percent confessed they’d never been off-road. In fact, over two thirds (67 percent) of owners admit that the most challenging terrain their car faces are the speed bumps on the school run. And incredibly, a FIFTH (19 percent) have never even driven their 4×4 down a country track, according to the new study from Dacia. Researchers polled 1000 city dwelling 4×4 owners and discovered that nearly one in five (17 percent) claim their wheels have never been muddy.

In response to these findings, Dacia is reimaging the classic car wash and is launching a first-of-its kind ‘Adventure Ready’ Mud Wash for all 4×4 owners to encourage families to embrace adventure in the New Year. Swapping suds for muds, the free service is available to book at www.dacia.co.uk/adventure-ready from today.

Available at Dacia’s London West showroom on Tuesday 18th January from 11am – 2pm, Dacia’s anti-clean team will liberally and skillfully apply mud to vehicles, covering the lower body and wheel arches. After your specialist mud wash, the team will ensure that you are not only adventure ready, but road ready to safely navigate whatever adventures are coming your way. The result – immediate bragging rights as friends ask what you have been doing over the weekend!

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. For those feeling like their 4×4 is more at home on the school run than a mud run, the Mud Wash aims to inspire them to swap the telly for wellies and get off the beaten track this year!”

The data also revealed that seven percent of urban off-road vehicles have never even been out of the city. According to the study one reason 4×4 owners don’t utilise their vehicles is due to a lack of thrill-seeking, with 13 percent of the drivers polled claiming their family aren’t very adventurous. And 17 percent have never been on an adventure in their off roader.

All is not lost for thrill-seeking families. When asked what activities 4×4 owners would like to try in the New Year, nearly half (46 per cent) would like to go on a road trip, with seaside adventures (42 per cent) and countryside drives (37 per cent) proving the most popular. With this in mind, Dacia has created the ultimate ‘Mucket List’ to further encourage families to embrace adventure this year. Consisting of outdoor activities, road-trips and fun things to do; it’s the perfect on-the-road companion.

Research of 1000 4×4 drivers, commissioned by Dacia and conducted by Perspectus Global in Dec 2021