Automotive: the Franco-Romanian Dacia is gentrifying

Don’t call it brand anymore « low cost » or “at low cost”. Dacia no longer just wants its models to be appreciated for their competitive prices and their no-frills approach to the automobile. The Romanian manufacturer, a Renault subsidiary, will launch a series of new models over the next three years which describe a clear desire to move upmarket.

After the restyling of the Sandero (from 9,990 euros), a wise bestseller, which since 2017 has become the best-selling model for individuals in Europe, and the arrival of the new Spring, an electric city car (from 11,000 euros , bonus deducted) which has recorded 40,000 orders, the firm plans to launch cars positioned in the C segment (that of the Peugeot 3008).

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More spacious, better motorized, praising life in the open air and designed with the desire to arouse envy, these future Dacis must help make the brand ” more cool », In the words of Denis Le Vot, appointed at the beginning of the year at the head of Dacia and Lada. At the beginning of 2022, the Jogger will be marketed, a raised station wagon accessible at less than 15,000 euros, which will be supplemented the following year by a hybrid version. In addition to the renewal of the Duster, should then appear the Bigster, a more imposing SUV.

Expensive hybrid powertrains

The manufacturer does not intend to change the recipe which allowed it to double its production between 2010 and 2019 to reach 700,000 vehicles per year and make an essential contribution to the accounts of its parent company. It will continue to rely on a platform and engines supplied by Renault, keep its factories running at full capacity (in Romania, China, Morocco), design lighter cars and ignore certain equipment ( minimum driving aids, needle counters, absence of electric seat adjustment, for example). No question, either, of deviating from another golden rule. At Dacia, we ignore the rebates.

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These ambitions, admits the manufacturer, will lead it to sell its cars at a higher price. To the revaluations (around 5% since the start of the year) following the crisis in electronic components and the soaring price of raw materials will be added, over time, other increases imposed by changes in the range. towards new segments and the obligation to integrate, or even generalize, expensive hybrid powertrains.

Dacias no longer primarily attract motorists from the second-hand market, which represented 31% of sales in 2020 against 55% in 2009

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