Rachida Badri
As part of the 50th anniversary celebrations of Dacia in Romania, Groupe Renault talks about how momentum has developed since the renewal of the brand in 2004. It has already engaged five million consumers with its unique business model. Initiated with the launch of Logan, the Global Access program (Renault and Dacia) is a cornerstone of the group’s strategy for international expansion. Let’s take a closer look.
Since the launch of Logan in 2004, Dacia has increased sales steadily, from over 135,000 vehicles in 2005 to over 655,000 last year. Originally a national brand, Dacia has become an international brand, present in 44 countries. Viewed as a likeable brand by its community (almost five million Facebook fans), Dacia has developed its appeal with a range of reliable and modern vehicles sold at an attractive price. This trend was further confirmed with the launch of New Duster in 2017.
Through the Global Access program (vehicles sold under the Renault and Dacia brand names), Groupe Renault has built up unique expertise over a period of almost 15 years. This program is a cornerstone in the group’s international expansion strategy, with a vehicle range that is set to develop further and a sales target of two million vehicles a year by 2022.
