From its founding in 1968 through its merger with the Renault Group in 1999 until today, the Romanian brand has grown and conquered international markets, all thanks to a tried and tested recipe for success: offering simple vehicles at the best price
With a somewhat unconventional approach, Dacia has been astonishing in the automotive world for the last 15 years. In an increasingly complex environment, the brand is turning to customers who prefer rational forms of consumption and today is present in 44 countries and has more than seven million customers.
Once upon a time in the province of Dacia…
Dacia was founded in 1968 with a clear goal: to offer all Romanians modern, robust and economical vehicles. It was named after the historical province of the same name in the area of today’s Romania.
Under the leadership of Louis Schweitzer, Dacia joined the Renault Group in 1999 and turned a new page.
But the real turn in the history of the brand happened in 2004 when the Logan was introduced – a modern, robust and, above all, affordable family sedan. Originally designed for emerging markets and offered at an unbeatable price of just 5,000 euros, this model has achieved great sales success even in the Western European market, where it has been sold since 2005. Logan was a real revolution in the car market because it enabled customers to afford a new vehicle at the price of a used one.
In 2008, the Sandero, Dacia’s second flagship produced under the auspices of the Renault Group, was introduced. Sandero also proved to be the best-selling model of the brand. Its many advantages – cabin space worthy of a higher class, practical and versatile vehicle characteristics at an unbeatable price – have put it at the very top of sales to private buyers in Europe.
In 2010, Dacia once again rocked the automotive industry by offering the most affordable SUV on the market: the Duster, an attractive and affordable vehicle ready to conquer any terrain. And this model has also achieved enviable sales success.
But the story doesn’t stop there. The new brand revolution is led by Spring, the most affordable electric car on the European market. By introducing an electric city car with the look of an SUV, Dacia is once again breaking the conventions and making electric mobility available to everyone.
Dacia for today and tomorrow
Dacia is becoming more modern and more than ever adapted to the demands of the times, but it does not forget to remain consistent with what it owes its success to: the best price-quality ratio in all vehicles. From design through production and transportation to sales, the brand remains true to its cost-optimization strategy at every step so that customers pay only for what they really need.
Brand goals? To conquer new markets with a unique and especially efficient business model as well as a richer offer of vehicles that will satisfy the basic needs of customers. All this with the expansion of the product range, especially in the segment C. Dacia Bigster Concept, presented in January 2021 at the unveiling of the strategic plan Renault, is the announcement of a new turn of the brand.
The Bigster Concept is proof that Dacia will continue to develop even more attractive, even more cool, but still affordable and essential off-road vehicles. Created for driving outdoors and on dusty roads, the Bigster Concept is a true nude SUV in its class. Without unnecessary accessories, chrome and fake aluminum inserts, the concept offers only the most basic. At the same time, its external protective parts are made of untreated recycled materials, which is a really brave move. Simple lines and timeless proportions are proof of the robustness, adventurous nature and free spirit of the brand.
Dacia has introduced a new visual identity with which it intends to write a new chapter in its history. The new visual features of the brand and its SUVs reflect the essential need of the modern world: to reconnect with the environment and share simple pleasures with loved ones.
Source: Auto magazin by www.magazinauto.com.
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