Renault is busy preparing for the launch of Romanian brand Dacia in the UK. However, senior officials clarified that it’s not yet sure if it will be permanently available in Renault’s showrooms. Despite the uncertainty, its models will be sold with absolutely no discounts. Renault UK and Dacia representatives were at the international press launch of the new Sandero and Sandero Stepway.
They were very firm in saying that the models will be marketed and sold at low list prices but it will definitely not go lower. This strategy is a contrast to how most volume-brand cars are marketed in Britain. They’re sold through either dealer- or manufacturer-funded list price offers.
Renault UK managing director Thierry Sybord said that Dacia’s policy of offering “transparent value-for-money” is a key aspect of the brand. He said that he believes British buyers will like the “simplicity” of purchasing a Dacia. But then, he is prepared to pull out the brand if he’s wrong.
Renault only has a tentative plan for the rollout of Dacia in the UK. It banks on the worldwide success of Dacia and the fact that it’s not pressured to push these cars to the market. All Renault dealerships have bought into the Dacia franchise. The showrooms will have either a specially branded ‘Dacia Corner’ or some external ‘Dacia Boxes’ on its open space.