Dacia is a multimillionaire

Dacia is a multimillionaire

The originally Romanian brand is now known throughout Europe. After the takeover by the Renault Group in 1999 and a radical metamorphosis, Dacia experienced rapid growth. The pragmatic vision of vehicles that focus on the essentials while offering an attractive price-performance ratio is clearly working: sales figures are constantly increasing and the number of vehicle deliveries has now exceeded eight million.

The Romanian manufacturer, which later became Dacia, was founded in 1968 and was initially known as UAP. The current name Dacia first appeared in 1980 on a black and white logo. It is directly inspired by “Dacii”, the Roman name for Romania. The Renault Group took over the Romanian manufacturer in 1999. In 2003, the color blue was added to the logo, which remains in the shape of a shield. It appears on the grille of the Dacia Logan launched in 2004, and was the brand's first logo to become known outside Romania and throughout Europe. With the launch of the Sandero in 2008, the brand introduced a new logo. The blue background gave way to a light gray, and part of the shield shape was die-cut in the middle. The next logo generation will follow in 2021 with the “Dacia Link”, which symbolizes the trust between Dacia and its customers.

The first Dacia Logan, which was launched in 2004, was originally intended only for Romania and was then intended to be introduced into the Eastern European markets. However, due to the good sales figures, the model was offered in many countries on the continent - the first step on the road to the brand's success. Dacia vehicles are now offered in 44 countries around the Mediterranean. Although Romania, the country of birth of the brand, is in the top 5 sales markets, today France is the most important sales market, followed by Italy. The brand goes from success to success: for the second year in a row, Dacia is the leader in the European private market. The brand is also a leader in Portugal and Belgium and ranks third in France. And sales figures continue to rise: in 2022, Dacia will achieve a record market share of 7.6 percent in the European private market (compared to 6.2 percent in 2021). The Dacia Sandero was the best-selling car on the European private market for the sixth year in a row (since 2017). The Duster took second place in 2022 and has also been the best-selling SUV among private customers since 2018.

Dacia surveyed its customers and collected the following characteristics:

• 66 Prozent der Kundschaft sind männlich
• 50 Prozent der Kund:innen sind zwischen 55 und 74 Jahre alt. Der Jogger zieht die jüngste Kundschaft an: 55 Prozent der Käufer:innen sind 54 Jahre alt oder jünger.
• Über 50 Prozent der Käufer:innen haben keine Kinder mehr zu Hause. Der Jogger hebt sich von der übrigen Produktpalette ab, da 47 Prozent der Kund:innen mindestens ein Kind haben.
• 40 Prozent der Kund:innen leben auf dem Lande. Die Käufer:innen des Dacia Spring leben am häufigsten auf dem Land (50 Prozent).
• Dacia Kund:innen legen im Durchschnitt 12.000 km pro Jahr zurück, sowohl in der Stadt als auch auf dem Land.

The Dacia models have also been in high demand in Austria since the brand was introduced. In total, almost 115,000 vehicles have been handed over to customers since 2005. With its models, Dacia is one of the rising stars in the private market in this country. One reason for its success is the model range's attractive price-performance ratio, even for average earners.