Dacia, the small brand that thinks big

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.