June 10, 2021

Dacia, the small brand that thinks big

Just look how far Dacia has come! From its creation in 1968, to its acquisition by Renault Group in 1999 and down to the present day, it is the ‘small Romanian brand’ that grew and grew and went international, and it still uses the recipe that made it a success: offer the essential, at the best price. Today, Dacia is more than ever in sync with the times as it prepares to add a new chapter to its success story. 

For the last 15 years, Dacia has stood out in the automotive sector thanks to its somewhat unconventional spirit. In a world that is increasingly complex, the brand speaks to a vast audience that has opted for a more rational form of consumption. Now present in 44 countries and with over 7 million customers, Dacia has changed with the times and has no intention of standing still.  

Dacia has made a name for itself in 44 countries with over 7 million vehicles sold 

Once upon a time, in the land of Dacia 

Dacia was born in 1968, with one clear objective: to provide modern, robust, economical cars for all Romanians. Its name is directly inspired by the name of the territory of present-day Romania, which was called "Dacia" in ancient times. 
In 1999, guided by Louis Schweitzer, Dacia joined Renault Group and opened the way to new ambitions. 

Louis Schweitzer, Chairman and CEO of the Renault Group from 1992 to 2005 

This new twist in the brand’s story was made a reality in 2004 with the launch of the Logan, a modern, robust and, above all, accessible family saloon. Initially designed for emerging markets, at an unbeatable price of 5,000 euros, it was a great commercial success, including in western Europe, where it went on sale in 2005. A new vehicle at a second-hand price, it was a revolution in the car market. 

Dacia Logan, 2004 

2008 saw the arrival of the Sandero, Dacia’s second major launch under the aegis of Renault Group. It also proved to be its biggest commercial success. Its many advantages – an interior volume worthy of a higher segment, a practical, versatile spirit and an affordable price – meant that it took the top spot for private sales in Europe. A complete success. 

Dacia Sandero, 2008 

In 2010, Dacia broke the rules once again by offering the most affordable SUV on the market: the Duster, an attractive vehicle with true go-anywhere capabilities, at an accessible price. Again, it was a commercial success. 

Dacia Duster, 2010 

And the story continues. A new revolution is underway with the Spring, the lowest-priced electric car on the European market! With this city car that has the look of an SUV, Dacia brings electric mobility within everyone’s reach. 

Dacia customers form a community that enjoys getting together

Over the years, the brand has been able to adapt to its customers’ demands whilst remaining true to itself. Thanks to an offer that chimes perfectly with the times, Dacia has created a unique community which is very active online, and which loves to meet up in person at the famous Dacia picnics. 

Dacia today and tomorrow 

Dacia is more modern and more in tune with the times than ever. It continues to write its own script, without ever forgetting what has made it a success: the guarantee of unbeatable value for money on all its vehicles. From design to sale, via manufacturing and transport, the brand remains faithful to its strategy of optimising costs at every step, so that its customers pay only for what they need.  

New Dacia Sandero, 2020

New Dacia Sandero Stepway, 2020 

New Dacia Logan, 2020

Its ambition? To conquer new territory based on a unique and particularly effective business model, with a wider range that always focuses on essential customer needs. And all this whilst extending markets and products, especially in segment C. The Bigster Concept, unveiled in January 2021 at the presentation of the Renaulution strategic plan, heralds the broadening out of the Dacia range to new horizons. 

Dacia will always be Dacia and will continue to offer reliable models that make sense to the customers, the smart purchase that gives best value for money. With the creation of the Dacia/LADA business unit, we will make the most of the CMF-B modular platform, increase our efficiency and improve the quality, competitiveness, and appeal of our products still further. So we have everything to hand to reach the highest peaks. The Bigster Concept shows us the way.

Denis Le Vot, CEO Dacia and LADA brands, speaking at the presentation of the strategic plan.

Denis Le Vot, CEO of the Dacia and LADA brands in front of Dacia Bigster Concept during the presentation of the strategic plan (January 2021) 

With the Bigster Concept, Dacia has given us the proof that it will be even more attractive, cooler, and more outdoors, yet still accessible and focused on the essential. Made for the open air and dusty roads, the Bigster Concept offers just the essentials for an SUV of its segment. No gimmicks, no chrome, no fake aluminium, it embodies the essential and makes bold choices, as shown using untreated recycled materials for the external protective components. Its simple lines and timeless proportions speak of robustness, boost its adventurer credentials, and sprinkle an aura of freedom over the brand. Dacia is becoming a by-word for escape as its customers have the chance of unique, real, and uncomplicated experiences. 

Dacia Bigster Concept, 2021 

To embody its brand vision, Dacia is readying itself to write a new chapter in its history with a completely new visual identity. A new world for the brand, new visual features with an outdoor spirit to fulfil the wish for escape, freedom and authenticity, and to express today’s essential desires: to reconnect with our environment and share simple pleasures with those closest to us.  

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