24 hours: that’s how long it took Dacia to pull off an industrial tour-de-force. It switched all its models, at its three plants in Pitesti, Tangier and Casablanca, to its new brand identity at the same time. That’s 3,100 vehicles in a day! Dacia pulled off this one-of-a-kind industrial challenge because its organisation is agile and did it while keeping the quality of its vehicles flawless. It took over a year of meticulous preparation and coordination across all its departments. Christophe Dridi, Dacia’s VP Industry, tells us more about this metamorphosis.
Manufacturing a vehicle involves a comprehensive and complex production process, but Dacia nonetheless managed to switch its full range to its new brand identity at the same time. And it accomplished it in record time, at the same time, and at three different plants: Pitesti in Romania and Casablanca and Tangier in Morocco. This is how the brand radically revamped its image and switched to a new identity conveying its commitments for the future and the values underlying them. This new brand identity strategy is Dacia’s first step in the Renaulution. It tackled several sizeable challenges, ranging from parts logistics to employee training and on to its dealership network.