In the glamorous world of sports endorsements, British tennis sensation Emma Raducanu’s vehicular choices have shifted dramatically, echoing changes not just in her garage but potentially in her commercial appeal. At just 18, Raducanu captured the world’s attention by winning the 2021 US Open, a victory that accelerated her endorsements into the fast lane with brands like Dior, Evian, and HSBC, and notably, with luxury car manufacturer Porsche.
However, recent developments suggest a surprising turn of events. It appears Raducanu has lost the privileges of the stylish silver 911 Carrera GTS Cabriolet, a perk from her role as a Porsche brand ambassador since March 2022.
“Emma no longer has a Porsche. They took it back. It used to have pride of place at her home,”
an associate of Raducanu relayed to The Daily Mail. Furthermore, a Porsche spokesperson clarified the nature of their arrangement with Raducanu,
“While we do on occasion loan Emma a car, this is very much on an ad hoc basis,”
A Nostalgic Ride: Emma’s Heart Stays with Dacia
Despite the high-profile partnership with Porsche, Raducanu has not abandoned her roots or her first car—a second-hand Dacia Sandero, which she famously purchased after passing her driving test. This vehicle carries sentimental value, linked to her heritage and her father’s first car.
“My dad is Romanian and a Dacia was his first car. So, yeah, I have a white Dacia Sandero… I’m never going to get rid of it,”
Raducanu shared in a 2022 interview with The Sun.
Raducanu’s continued affection for her Dacia came into the spotlight recently when she was spotted navigating the streets of London in the reliable Sandero amidst rumors of her Porsche being repossessed. Seizing the moment, Dacia playfully stepped in, offering Raducanu a black upgrade for her Sandero, parked outside Wimbledon, through a witty social media post that praised her for her reliability on and off the court.
Dacia’s Cheeky Nod to Porsche’s Withdrawal
Dacia’s marketing savvy shone through as they extended their support to Raducanu in a cheeky yet charming manner. Their social media post read:
“Dear @EmmaRaducanu, Whether it’s your forehand, backhand, or Sandero keys in-hand — you know a thing or two about reliability. So while some brands may (double) fault and let you down, you can always trust your Sandero. Here’s to many more miles.”
This move not only reinforced the bond with Raducanu but also subtly highlighted the contrast with Porsche’s approach.
Continuity with Porsche Despite Setbacks
Amidst the swirling rumors and changes in her automotive affiliations, Porsche maintains that their relationship with Raducanu remains solid.
“Emma Raducanu is a global brand ambassador for Porsche and there have not been any changes within our successful partnership since it started in 2022. We are very happy with our partnership,”
a spokesperson for Porsche reassured.
The transition from Porsche’s luxury sports car to Dacia’s economical and reliable model reflects more than a simple change of cars—it illustrates a young athlete managing her rise to global fame with personal authenticity and brand alignments that resonate with her values and heritage. Emma Raducanu’s journey with these brands illustrates the evolving nature of celebrity endorsements, where personal stories and authenticity can sometimes overshadow even the most luxurious affiliations.
I am a writer with a passion for technology and gaming. I write about a variety of subjects, including Esports, Games, Shows, and Sports. I create engaging and informative content for Hiptoro.