You won't see any TV ads for the Logan in France, where the low-cost family car was launched June 9.
"We are in low-cost distribution, too," Renault's head of sales for France Jacques Chauvet says about the car built in Romania by Renault subsidiary Dacia.
Advertising for the Logan will cost about E150 euros per car, a third of what it costs for a standard Renault model, according to French business monthly Capital. Renault declined comment.
The Logan will appear in print and radio ads only because Renault decided a TV campaign would be too expensive. Plus, with production capacity in Pitesti stretched to the limit, it would be pointless to give the car a higher profile.
The slogan for Logan is a sober: "Soyez logique, soyez Logan" or "Be logical, be Logan."
Dealers' margins on the sale of a Logan have been cut, Chauvet says, but he declined to confirm reports they have been halved to 5 percent from the 10 percent normally given.