The ever-evolving automotive landscape is often dominated with premium brands and sports cars, however, few brands have managed to capture the imagination quite the same as Dacia. From humble beginnings to celebrating its 10th UK anniversary, it’s evident that Dacia’s impact and success in the UK has been nothing short of transformative.
Few brands have managed to carve out a niche for themselves, let alone, be consistently strong in sales. As some manufacturers realigned themselves towards the premium sector and eyed bigger sales and larger profits, Dacia decided to stay the course and target the leaner budget end of the market. That staunch business approach has enabled them to sell more than 250,000 models since launching in the UK in January 2013, and as such, their initial market share has increased from 0.3% to 4.7%, making them one of the fastest growing car brands in the UK.
It all started in Romania in 1966 when the little-known car manufacturer was born. Its aim? To provide affordable, modern, and reliable cars to Romanians. 50 years later and under French ownership, the name Dacia, not only encapsulates the brand but resonates with the public’s imagination.
Dacia has always had close ties with Renault. Their first model - the Dacia 1100, was a licence built variant of the Renault 8. In 1999 Renault officially acquired the brand making it the third brand under their umbrella. Renault introduced the Dacia as a budget car across Europe in 2004 with the introduction of their Logan model. The first-generation Sandero hatchback followed in 2008 with the first-generation Duster SUV arriving in 2010.
There’s no denying Renault’s investment helped Dacia modernise its production facilities and expand their line-up. When some manufacturers were gradually moving away from the budget end of the market, Renault capitalised on the gap. Coming out of a five-year recession, 2013 saw buyers with a renewed appetite, and with well-built affordable cars backed by Renault, the timing was perfect. Dacia’s first model to the UK was the second generation Sandero - a small hatchback which offered practicality, reliability, and value for money. It’s popularity quickly won over the public and its success helped establish a foothold for Dacia.
Dacia summed up the brand with its first TV advertisement: “We don’t do frivolity, function’s our thing”. With the new car costing a mere £5,995, buyers flocked to them. The brand’s motto “You do the maths”, succinctly emphasised their thought process behind value for money and performance. This no-nonsense philosophy struck a chord with UK consumers not wanting to break the bank.
The Sandero and its slightly pimped up and rugged sibling - the Sandero Stepway, have been mainstream models throughout the decade. The first and second-generation Duster model proved to be a more popular model with some 88,000 being sold. The line-up was also joined by an estate model – the Logan MCV, which was based on the Sandero platform.
The second generation Sandero arrived in 2020 with the Logan model being replaced by the Jogger range in 2022. The Jogger was the first in the line-up to offer a seven-seat option. In doing so, Dacia once again showed itself as a class leader with value for money and price being at the forefront.
With a new badge and logo, 2022 saw Dacia rebrand itself as more of a rugged lifestyle brand. Whilst retaining the attributes which made it popular, Dacia expanded their demographic and appeal to a wider clientele. From first time buyers to repeat business, year on year sales for the brand have been going up, when in comparative terms, some of their competitors have seen a fall.
Despite aiming towards the budget end of the price range, UK buyers mostly choose the top-sec trim levels. Now, whilst it might be a contradiction, it demonstrates that customers want some tech and comfort upgrades, yet still seek value for money. Due to this, basic specc’d Dacia’s are no longer sold on UK shores.
Dacia’s journey in the UK has delivered quality alongside affordability. It’s emphasis on practicality and durability has resonated deeply with consumers. Its success is also rooted in its streamlined model range. By doing this, it’s allowed them to fine-tune what they offer, keep things simplistic and affordable and deliver exactly what customers are looking for.
Dacia is taking steps to be environmentally friendly by offering an electric line-up, with the Jogger Hybrid model being the first to be fitted with the latest technology. It uses the same 1.6-litre TCe petrol powertrain as its cousin – the Renault Clio Hybrid. A factor which has helped Dacia go from strength to strength, is the fact it shares platforms and components with the Renault Group. This strategy enables cost savings, whilst ensuring technology and parts are cutting edge.
For fully electric, the Dacia Spring, which has futuristic elements morphed with Sandero lines, is already available in continental Europe. The small SUV, which is a rebadged Renault Kwid, features a 27.4kWh battery, with an approximate range of 140 miles. The Spring is currently scheduled to arrive in the UK in 2024 and will be joined by Dacia’s latest design SUV concept car – the Bigster and a third generation Duster. Whilst prices for these models will most likely be slightly higher, given battery and development costs, you can bet that they will still be an attractive option.
The Sandero is a spacious, affordable family favourite hatchback which is the best-selling car in its class. The bigger and more expensive Sandero Stepway is a pseudo-crossover with rugged looks, higher ground clearance and makes up 60% of current UK Sandero sales. The Duster offers versatility and practicality with off road capabilities, is the second best-selling SUV in its class and now comes as bi-fuel. The Jogger is currently one of the cheapest seven-seaters on the market. It’s practical, spacious, and available as a hybrid. The up-coming Spring is an everyday small electric city car which looks to have decent range. It’s light, practical, and reasonably priced.
Prices for the Dacia start from £13,795 or £233 deposit with £233 per month.
There’s no denying that Dacia’s remarkable journey in the UK over the past 10 years stands as a testament to the brands commitment of affordability, practicality, customer satisfaction and value for money. With some French flare and up-coming models, the next 10 years look to be as game changing as the past decade.
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