Dacia to Reposition Itself as a Serious Jeep Rival in Europe
Dacia, the Romanian automotive brand, is set to undergo a significant repositioning strategy as it aims to become a serious competitor to Jeep in Europe. The Renault Group’s design chief, Laurens van den Acker, revealed that Dacia will shift its focus towards an offroad, ‘lifestyle’-oriented brand, targeting new and larger market segments.
The decision to reposition Dacia comes as the company’s CEO, Luca de Meo, expressed his desire for the brand to have “an aspiration beyond affordability” upon his arrival in 2021. Van den Acker explained that the idea of an outdoor theme emerged during discussions, as there is currently no affordable brand in Europe that is associated with the outdoors. This concept has gained even more relevance in the post-Covid era, where people are increasingly seeking outdoor activities and adventures.
Dacia is well-positioned to cater to customers who love the outdoors, offering them two compelling reasons to buy their cars. The first vehicle to embody this new approach will be the next-generation Duster, which is scheduled for production in 2024. The new Duster will be a more rugged and lifestyle-focused version of the popular small SUV.
Following the Duster, Dacia will introduce the Bigster, a larger SUV aimed at the family market. Despite its increased size and expected higher price point, van den Acker confirmed that the Bigster will not be significantly more premium than Dacia’s existing lineup. The goal is to be credible in the C-segment without compromising Dacia’s competitive advantage of low pricing.
One of the biggest challenges facing the Renault Group is the influx of highly competitive Chinese cars entering the European market. However, van den Acker believes that Dacia is well-positioned to lead a fightback against these new brands. As other automakers transition to electric vehicles and raise their prices, there will be a demand for affordable and essential transportation. Dacia aims to fill this gap in the market and attract customers who are looking for decent, affordable, and cool transportation options.
Dacia’s strategy has already shown promising results, with a 24% increase in delivery volume during the first half of 2023. The brand has also become the second-largest brand for retail sales in Europe, capturing an 8.4% market share. This success is particularly significant as inflation has soared in recent months, making affordable options more appealing to consumers.
In conclusion, Dacia’s decision to reposition itself as a serious Jeep rival in Europe marks an exciting new chapter for the Romanian brand. By focusing on an offroad, ‘lifestyle’-oriented approach, Dacia aims to attract customers who love the outdoors and offer them affordable yet capable vehicles. With the upcoming launch of the next-generation Duster and the introduction of the Bigster, Dacia is poised to make a strong impact in the European market. As other brands become more expensive due to the transition to electric vehicles, Dacia’s commitment to affordability and essential transportation will likely resonate with a wide range of consumers.