Dacia is having a successful year and is on course to surpass its 2021 sales figures. We spoke to the brand's director, who sets out the vision for its line-up, sales approach and EV timetable
is coming in 2025, which will be the start of ‘a new Dacia’ – but, no, I don’t think it counts against us. Of course, as brand director, I want all the models covering all the segments with all the powertrains to capture as many customers as possible. But it is a fine balancing act with making sure we stay true to our brand values.
“We will go electric, but we will do it at the last minute when the customers are ready and the market is ready. We’re part of the Renault Group so we have the technology on the shelf, ready to go, and the longer we wait, the more affordable it becomes for us and our customers. You’ll see it in a two-stage approach: we will begin to hybridise at the end of this year/start of next with the Jogger, and inevitably with the rest of the range following in due course.
A lot of your customers are older, more rurally based and less tied into the internet. What’s the incentive to update your processes? “I don’t think ‘incentive’ is the right word - it’s the way the market is going. My parents are in their 50s/60s and they buy stuff from Amazon like anyone else. Our customers are used to buying things online.
“For Dacia specifically, I do see that as a strength, Our range is super simple, we don’t have a million optional extras like you see with some other brands.
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