Automakers are rolling out aggressive financial incentives, slashed prices, and free leasing promotions ahead of the upcoming open house events scheduled for the weekend of September 12 to 13, 2026.
Major brands are leveraging government assistance grants and social leasing programs to capture consumer interest as the automotive market struggles to surpass the one-million-registration threshold by late August 2026.
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SubscribeRenault and its sister brand Dacia are leading the charge by offering discounted monthly rates alongside free initial rental months for popular models like the electric Renault 5 and Twingo.
Nissan has taken the strategy a step further by offering up to three months of waived rent across its lineup, including competitive rates for the Micra and Juke models.
Dacia Explains Strategy Behind Free Leasing Models
Meanwhile, Chinese manufacturer BYD and German automaker Volkswagen are emphasizing zero-down-payment leasing structures to attract buyers facing tighter purchasing power.
Dacia sales and marketing director Franck Marotte explained that offering free rental months helps safeguard vehicle residual values while meeting internal sales targets and consumer expectations.
"The idea is to respond to our objectives and consumer expectations while preserving the medium-term residual value of the vehicle," Marotte stated regarding the company's financing approach.
Marotte noted that traditional heavy direct discounts are avoided to maintain a stable net price gap between list prices and dealership offers over a typical three-year ownership cycle.