Inside the industry: Why Dacia's formula is a winning one
Some describe Dacia as an anti-brand, such is its value focus, but its appeal is a bit more complex than a box of cornflakes. By keeping tech and nice-to-haves in check, it fights for buyers looking to spend no more than they have to; or wanting a wellspecced, well-warrantied alternative to a used car.
And then there’s the upsell: literally almost no Dacia buyers opt for the UN-spec white, optionless base models with their eye-catching sticker prices. This philosophy has put Dacia on a collision course with authorities on several fronts – recently safety and increasingly electrification. On the former, it so far appears to have been Teflon-coated, sales figures suggesting any reputational damage from Euro NCAP’s two-star Sandero verdict has been negligible. The latter Dacia sees as an opportunity. Yes, it now has an EV and the upcoming Jogger seven-seater will be available as a plug-in hybrid, but it’s in no rush to usher in expensive tech when its no-frills approach means its cars are usually lighter than rivals and thus don’t exceed emissions targets anyway.
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