One Year of the Dacia UK Business Unit

The Dacia UK Business Unit marks a successful year of activity having gone from strength-to-strength since its creation this time last year.

In January 2021, Luca de Meo, CEO of Renault Group announced an ambitious and transformative ‘Renaulution’ strategic plan focussing on moving away from volume and on to value. As part of the plan four differentiated, empowered, brand business units were created – including Dacia.

In the 12 months since becoming a standalone business unit in the UK, Dacia has launched a completely renewed product line up, unveiled a fresh new visual identity, sent a car to space and sold its 200,000th vehicle.

Dacia UK has and continues to contribute to the wider brand growth. Dacia saw growth of 3 per cent in 2021, achieving a record-breaking market share of 6.2 per cent that resulted in the brand placing in the top three for European retail sales for the first time ever.

Sandero has remained Europe’s best-selling retail model every year since 2017, while Duster has been Europe’s best-selling retail SUV since 2018.

The Sandero and Sandero Stepway kicked off the brand’s new model offensive, with both going on sale in the first half of 2021. In July, Stepway was the 200,000th Dacia to be sold in the UK in just eight years since the brand came to market. Shortly after, the Dacia Duster grew even more attractive with the launch of an enhanced, new version. It made its debut with features such as a long awaited dual-clutch automatic transmission, additional ADAS and a fresh new design. The comprehensive update secured the Duster a top 10 retail spot in its sector for 2021, with the Sandero also achieving the same impressive sales performance in its own segment once deliveries commenced in the second half of the year.

The Duster’s Commercial counterpart, a fully N1 homologated LCV, followed in October 2021. The UK is one of the first markets in Europe to offer the specialised model that is aimed at businesses who require a robust vehicle that simply gets the job done.

Global sales of the iconic Duster surpassed 2 million in February 2022, while in March, Dacia was the UK’s 7th best-selling retail brand, eclipsing the performance of several other volume manufacturers.

The recent launch of the All-New Dacia Jogger has redefined the 7-seat family car with a blend of estate car practicality, MPV spaciousness and SUV styling. Over 1,000 orders were placed in the UK for the innovative newcomer in the first two weeks of it going on sale.

Dacia launched its brand-new visual identity in June 2021, symbolising its progress into a new era. Used across communication and digital materials already, Dacia UK commenced the roll out of the bold new visual identity to its 148 nationwide dealerships, with its new Staples Corner retailer in London being the first of its network to showcase the contemporary new look.

The new exterior styling strengthens the external visibility and modernity of the Dacia network, with the bold design set to be complemented by a completely new interior layout that is in the closing stages of being finalised. The distinctive dealership design conveys the robustness, simplicity and outdoor appeal of the brand.  The final stage of implementing the new visual identity comes towards the end of the year when the revised logo will feature on all new Dacia vehicles.

With more than 7,500 Dacia vehicles already registered in the UK as of the end of April, the brand is set to significantly surpass 2021’s retail sales and increase its market share further still.

Designed around customer-driven essential features the Dacia range draws more and more customers to choose the most equipped versions. The popularity of the added features of the Prestige specification underlines how Dacia combines value with the availability of technology that simply works to make life easier for drivers.

Luke Broad, Dacia Brand Director for the UK and Ireland, said: “The past year has definitely been a challenge, but Dacia has just got stuck in and done what it does best – providing customers with quality cars that are built to be used and represent the very best value on the market. Against a backdrop of a global pandemic and the automotive industry facing a lot of challenges, we’ve seized every opportunity to make the brand even more desirable, innovative and attractive. Plus, with the completion of a brilliant all-new range and a fantastic new look, future is looking very bright for our brand and its customers!”

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