Dacia believes it is on the cusp of becoming one of the most relevant and popular car makers in Europe, as buyers switch towards seeking greater value for money in the ongoing cost of living crisis.
To that end, the firm has launched a new brand strategy hot on the heels of a new styling direction and logo earlier this year. It will focus on three mantras: making cars that are ‘essential but cool’, ‘robust and outdoor’, and ‘eco-smart’.
While perhaps rooted in marketing speak, the overall theme of the new strategy is clear: to ensure the brand focuses on making cars that are offered only with the equipment they need and no more, which in turn keeps down prices and ensures outstanding value for money.
“We are in a new economic environment,” said Dacia sales and marketing boss Xavier Martinet.
