When the numbers are on your side, it is the confirmation of the goodness of the choices. The management of Dacia thinks so, and has every reason for it. With 537,095 car sales in 2021, the Renault group brand is up by 3%, on a market hit by the pandemics and the electronic components crisis. Not only that: in the European market for passenger cars to private customers, Dacia is accelerating significantly, reaching a record market share of 6.2%, which allows DACIA to step onto the European podium of sales to private customers for the first time.
That’s why Xavier Martinet, the Senior Vice President, Dacia & Lada, Marketing, Sales & Operations, is in a good mood. The figures corroborated the work. Or rather, the Project. That of giving Dacia a stronger, more noble identity. But not forgetting the values and inspiring principles that have made the brand a bit of the group’s treasure. “I don’t know this, I say it’s nice that everyone is productive within the group. And we are working towards this.”
Dacia has closed an exceptional year, climbing on the podium of sales to individuals. “We are happy. Of course, we also aspire to the best medal, but without doing stupid things”. Martinet is a manager who has lived in Italy, appreciates our country and also focuses on it on a professional level. “Italy, after France, is our largest market. This is why we will see the news for 2022 for you”. With the Dacia Spring, the electric that should allow the last and decisive leap in quality. But also with the Jogger, which will morally take the place of Lodgy. In the LPG version, “because the customers ask us. That group of people who do not want to spend 40 thousand euros for a car”. And Dacia has perfectly filled this need. Isn’t that, Lodgy, some kind of comfortable Espace? And the Sandero an excellent city car? Not to mention the Duster, the SUV that took the world by surprise.
But it is starting from these foundations that Dacia wants to reconstruct the identity: “In March we will have the new logo, it is an important step for us” says Martinet, and we can read the pride of the moment in the body language. All this will be preparatory to the launch of the new models, the restyling of the Duster (really different) and the Bigster, which will allow Dacia to enter a new market segment.
“Because the dream, and the goal is to remain the brand that offers the best quality / price, and on this we are gold medal, and to know that customers – buying a Duster – will say ‘I got a Dacia Duster'”. If that happens, the bet will have been won.
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