Renault seeks to further differentiate the Dacia brand
By Andrew, 05 May, 2011. 0 Comments
2011 Dacia Sandero Stepway
Renault has grand plans for the successful Dacia brand. Renault wants to have a bigger role and it intends to manage Dacia unit's designs as it aims to further differentiate the brand and to capitalize more efficiently on the sales gains of the low-cost division. In an interview with Automotive News Europe, Laurens van den Acker, Renault's head of Renault design, said that while Renault becomes “more emotional,” Dacia will continue to be “more rational."
The Dacia brand will seek to be “more Nordic or Germanic, as well as more robust.” Van den Acker said that the two brands’ products have to be differentiated so that they’re able to “maximize the number of potential buyers." Renault and Dacia have to be positioned so that they appeal to different customers and they “don't cannibalize each other.”
In 2010, Dacia’s sales rose 31.7% to 348,279 units. Meanwhile, Renault’s global sales totaled 2.12 million in 2010, compared with 1.86 million units in 2009. Dacia’s designs are expected to stay distinct from those of Renault but there will be even more differentiation in future products. Van den Acker said he aims to make Renault and its divisions' cars designs “more recognizable” in the market.
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