On January 14, 2021, the Renault Group presented Renaulution, the company’s new strategic plan that set the course for each brand. And the objective assigned to Dacia was clear : to become the leader in accessible mobility, the brand of essentials. Both the objective and the ambition were legitimized by a success story : Dacia has sold more than 7.5 million vehicles in eighteen years and is currently the third brand in Europe in sales to individuals. Dacia now embodies a new modernity, a vision of the automobile supported by a growing number of pragmatic customers who have means but want to spend wisely, seeking to combine freedom and simple pleasures, far from overconsumption. Using this history and this modernity, the Dacia brand, more than ever in tune with society, is going to explore new territories and bring to the C segment the values and qualities that have given it its success in the B segment.
Twenty months after the presentation of the Renaulution plan, Dacia complies and opens a new chapter in its history. Dacia has decided to strengthen its appeal while maintaining its ‘value for money’ position. With this perspective, the brand has been given in recent months a new identity, a new logo, new dealers, a new design and new colors. Dacia symbolically opened this new chapter during the ‘Brand Manifesto’ conference, which was attended by several hundred international journalists and in which the three values that will guide the action of the brand and the conception of its products for the coming years were reaffirmed .
Likewise, for eighteen years, Dacia has been offering the essentials to drivers and proving that it is enough. Of course, the notion of ‘essential’ evolves over time . For example, air conditioning, which was not essential eighteen years ago, is now essential. But why systematically equip a vehicle with two or three screens when its owner’s smartphone can be ingeniously integrated into the vehicle, such as with Dacia Media Control, and ensure essential functions?
