Dacia plans to electrify more cars and wants to conquer new segments. Renault’s daughter no longer wants to be perceived as a cheap brand. A new slogan should also help.
New models, new self-image, new appearance, new logo – the change in the Dacia brand is visible from afar. The Romanian Renault subsidiary is much more self-confident and no longer wants to be perceived as a cheap Eastern European brand that is supplied with written-off drive and platform technology from its French parent company.
“Today our cars have a better image than the brand,” says Xavier Martinet, Head of Marketing and Sales. The latter has to be polished up. This is to be done, among other things, through the new claim “Dacia – simply good”. At the end of next year, Dacia also wants to provide all of its models with a new logo.
Dacia brings the cheapest electric car in the industry
Dacia has been on the German market for around 16 years and started selling with just two models. To date, the brand has sold around 750,000 units in this country. The market share is just under 1.7 percent. The portfolio currently consists of five models, including the Spring small car, Dacia’s first electric car, and at the same time – true to the brand philosophy – the industry’s affordable electric car.
This is primarily made possible by production in China, where the Spring rolls off the assembly line as the Renault K-ZE. However, another battery-electric model is not on the plan – at least not in the next few years.
In order to keep costs low, all models except the Spring have the same platform (CMF-B) as Renault uses for today’s Clio, for example. Focusing on the essentials during development offers further potential for saving money. Frill is not Dacia’s thing. “What does the customer really need, what is important to them?”, Says Xavier Martinet, “for both combustion and electric cars, we want to make new cars affordable for as many people as possible.”
The latest example is the Jogger, a seven-seater family car that Dacia presented a few days ago at the IAA Mobility in Munich. The Jogger is the successor to three similarly designed models: Logan MCV, Lodgy and Dokker. In terms of price, the jogger should start at around 15,500 euros.
The 4.55 meter long jogger is like a mix of station wagon and van and will be the first Dacia model with hybrid drive. Here, too, the technology comes from the current Clio E-Tech. The market launch is planned for March 2022. According to Dacia CEO Denis Le Vot, further electrification measures, especially to what extent, depend mainly on the Euro 7 emissions legislation. However, from 2026 onwards, hybridization is to be promoted more strongly. “Finally, in 2035, Dacia will become an all-electric brand,” said Le Vot.
For more than ten years now, the Duster has proven that SUVs are also a profitable business for a brand like Dacia. It is still by far the cheapest SUV in Germany and has been number one among compact SUVs on the private customer market in Europe since 2019. The Duster recently received a product revision that includes the dual clutch transmission that many customers have been eagerly awaiting.
A new lifestyle SUV is coming soon
The time for a successor is still overripe. But the next generation should not be ready until 2024. It is also on the CMF-B platform. Means: The Duster should also be available as a hybrid variant.
Opening up new segments, Dacia is expected to implement this project in around two years with the Bigster, a 4.60 meter long lifestyle SUV. The name officially belongs to the SUV study that the Renault subsidiary showed at the beginning of the year, but Bigster could also adorn the tailgate on the production model. At least it would fit the largest SUV in the Dacia portfolio.