While the entire Renault group is posting declining commercial results in 2022, Dacia has recorded a 6.8% increase in sales. The group’s “low cost” brand, in a difficult context, looks to the future with confidence.
In a seized European car market in 2022, Dacia’s performance does not go unnoticed. The Renault group brand saw its sales climb by 6.8% last year, to reach 573,800 units (nearly 36,700 additional cars sold). Its market share also increased in Europe by 15%.
“It’s been a very satisfying year,” said Xavier Martinet, Dacia’s sales and operations marketing director.
The four models of the brand have distinguished themselves on the European market, the main one for Dacia, in particular the Sandero, the best-selling car in Europe to individuals in 2022. The compact confirms its success since it retains its first place on the podium since 2017. Just behind it in the ranking of the best-selling cars in 2022, we find the Dacia Duster, which has also been at the top of sales in the SUV segment, and has been since 2018.
Dacia less affected by the semiconductor crisis
“All our models performed well in 2022”, confirmed Xavier Martinet. This success is explained by the positioning of Dacia, “which was able to find the right quality/price ratio last year”, explained the marketing director of the brand. Dacia was also less affected by the shortage of semiconductors which penalize both its competitors and its parent company Renault. “Our cars are less sophisticated, with less technological equipment, that’s why we suffered less than the others,” conceded Xavier Martinet.
On the strength of its results, Dacia looks to the future and the year 2023 with confidence, even if clouds are still on the horizon, the same as in 2022, with still some problems of shortages of semiconductors and logistical difficulties. predictable. But the central question this year will be that of demand, explains Dacia, with inflation still high and interest rates rising. The brand, like most other automakers, saw its prices rise in 2022.
Dacia’s industrial efficiency
“Will this policy of price increases be able to continue? Asked Xavier Martinet.
“One of our competitors (Tesla) has made strong announcements on prices, we will have to see how the other players in the sector will respond” continued the marketing director of Dacia, who insists on the fact that Dacia will continue to the future to keep prices affordable for its customers, which has made it successful. A parameter made possible in particular thanks to the “industrial efficiency” of the brand, which produces its vehicles in Romania and Morocco.
Conquering the C-segment
Remaining unbeatable on prices despite demand that could weaken is one of the challenges facing Dacia for the future. The years to come will also be placed under the seal of conquest for the Renault group brand. “We don’t want to win new geographical markets, we want to focus on Europe and the Mediterranean basin”, insisted Xavier Martinet.
“Our objective today is to conquer the C-segment market,” he said.
The segment is the mid-size family car, the flagship segment of automobile consumption. To go on the offensive in this category, Dacia is betting in particular on the “Bigster”, a large 7-seater SUV which should be marketed in 2025. Two other new models, SUVs, will also see the light of day in the years to come. . “We are working on it,” said Xavier Martinet without going into details.
The idea, with this conquest of the C segment, is also to increase the brand’s margins. Already over 10%, the objective, as announced by Luca de Meo, Renault’s CEO last November, is to reach 15% by 2030. One way for Dacia to continue to monopolize the first car podium places.
