Motoring: DACIA achieves its highest ever share of the European retail market

By Declan Glynn

by Gazette Reporter
0 comment

Despite lingering automotive industry challenges such as the Covid-19 pandemic, the shortage of electronic components and logistics issues, Dacia sold an impressive 573,800 vehicles in 2022, registering 6.8% growth compared with 2021. The brand also reached a significant milestone in 2022, selling its 8 millionth vehicle globally since 2004.

Markets where Dacia vehicles are sold contracted by 5.5% relative to 2021. The brand’s strong performance confirms the relevance of its positioning of offering the best value for money, as its new range has proven to be a popular choice among retail customers. In 2022, Dacia achieved a record-breaking market share in Europe with 7.6% of PC sales to retail customers, strengthening its position for the second year in a row (having claimed a 6.2% share in 2021). The brand also accounted for a record-breaking 3.7% of PC+LCV sales in Europe (up 0.5 points on 2021) and 4.2% of PC sales (up 0.7 points on 2021).

In Ireland Dacia had its highest market share result since the brand’s launch here just 10 years ago at 3.2% share of the PC market, with overall sales up 56% on 2021.

A STRONG PRODUCT PLAN FEATURING FOUR KEY MODELS

Dacia launched four new key models in less than 15 months, namely the Sandero, Spring and Duster in 2021 and the Jogger in 2022. At the end of 2022, all four models benefited from the final step in Dacia’s new identity deployment strategy, having adopted the brand’s bold new visual identity. This included new colours and the recognisable Dacia Link emblem featuring minimalist “D” and “C” letters interlocking like the links of a chain, evoking robustness and simplicity.

Part of Dacia’s appeal lies in its wide range of equipment and engine options. Over 70% of customers continue to choose the best-equipped versions. Also contributing to Dacia’s appeal is its ability to win over and retain its customers. Within the ‘Europe 5’, comprising of France, the United Kingdom, Germany, Italy and Spain, six in 10 Dacia customers were not previously Renault Group customers. Eight in 10 Dacia customers go on to buy another Renault Group vehicle.

A POSITIVE OUTLOOK FOR 2023

Since early January, the entire range featuring Dacia’s bold new identity has been displayed in showrooms. The brand is maintaining its momentum by expanding its range of electrified vehicles. The Jogger HYBRID 140 – Dacia’s first-ever hybrid – is the most accessible hybrid family car on the market. Equipped with tried-and-tested, proven, high-performance Renault technology, the Jogger HYBRID 140 features a clutch-free automatic transmission system and offers customers greater power, comfort and fuel efficiency, with CO2 emissions from 108 g/km. The Spring, equipped with the new (65 hp/48 kW) ELECTRIC 65 engine, offers greater power and ensures better acceleration and recovery. It also inaugurates the new, range wide Extreme trim level. In the second half of the year, the Extreme trim level will be available across the entire range, building on a concept that was well received at the Jogger launch and embodies Dacia’s outdoor spirit.

Since the beginning of 2022, Dacia has been upgrading its distribution network in line with its new brand identity. This ambitious project seeks to enhance the visibility and appeal of points of sale and create a new indoor environment that is functional, flexible and eco-responsible. By the end of 2022, 10% of sites in Dacia’s distribution network had already been upgraded. This percentage is set to increase in 2023.

Related Articles