Dacia celebrates a triumphant decade in UK

Ten years of solid achievement marked with the understated confidence that has come to define the brand

By John Howell / Thursday, 16 February 2023 / Loading comments

It feels like Dacia has been around forever, doesn’t it? Well, it’s been building cars since 1968, which makes it a relative pup among the automotive old hands like Mercedes-Benz and Peugeot, and even Dacia’s parent company, Renault, which was founded way back in 1899. The truth is, Dacia has only been shipping cars to the UK since 2013 – but in that decade, it’s found a truly dedicated following from budget buyers and also managed to win over enthusiasts as well. No mean feat that.

When the company launched in 2013, it hit the ground running as the UK came out of a five-year recession. That year, new-vehicle registrations rose by almost 11 per cent to 2,264,737, which was the most for five years. It marked the UK out as the only car market growing in Europe, but with buyers still feeling the burn of the financial crisis, and therefore still cautious, Dacia’s no-nonsense offerings were the perfect fit for those looking to spend wisely.

To date, Dacia has managed to sell just under a quarter of a million models into the UK, and it’s the faithful little Duster that’s been its biggest success here. The plucky mud-plugger accounts for 88,488 of those sales. And judging by last year’s results, Dacia’s on the right path to capitalise on the current cost-of-living crisis, with sales up 55 per cent year-on-year in 2022. This means it had a total retail market share of 3.1 per cent.

That’s rather admirable, considering the car market was down 40,000 units year-on-year last year, and Dacia UK is sounding buoyant about 2023. It reckons it’s going to continue to buck the trend, predicting it’ll surpass its 2019 record when it ended the count with 30,951 registrations here.

Every anniversary is a marketing opportunity these days, but in Dacia’s back-to-basics approach to business there’s no mention of special editions or great fanfare, just quiet confidence. The press release to mark the occasion said, simply, ‘Dacia is popping good value, but excellent quality, champagne as it begins celebrations for its 10-year anniversary since its official launch in the UK in 2013’. Simple.

Luke Broad, Dacia Brand Director for the UK, added to that, “Ten years on and Dacia has grown and innovated, but our focus on providing UK car buyers with an unrivalled blend of quality and value is as strong as it’s ever been. In many ways, our success over the last decade is only the beginning, with Dacia now firmly established and widely recognised for redefining the essentials. As we enter an exciting new phase and as the brand continues to be bolder and continually push the boundaries, there’s no mistaking that Dacia is here to stay.”

  • Dacia Duster Extreme review
  • Dacia Jogger PH footnote

Latest Euro cars articles

Dacia celebrates a triumphant decade in UK

Ford Europe slashes staff headcount by 3,800

2023 Maserati GranTurismo Trofeo | PH Review

BMW Z3 M Roadster | Spotted

Ford Sierra XR4i | The Brave Pill

Source: Read Full Article