In a difficult time for the global automotive industry, Dacia sales managed to register an impressive performance in the first half of 2023, despite the fact that Dacia ended up costing a small fortune, considering that it was initially promoted for the sum of 5,000 euros.
In the past, Dacia was considered the most affordable car. Even if it no longer costs only 5,000 euros, success still seems to be a guaranteed one, despite the fact that the average price has reached the sum of 17,500 euros. Moreover, the Duster and Jogger models even reach the price of 25,000 euros.
With a 24% increase to 345,432 cars sold, the company is inching closer to the 700,000 unit mark, despite the challenges of component shortages. The record year for Dacia was in 2019, when 736,000 cars were sold, and current projections show that 2023 could become another successful year.
Xavier Martinet, Dacia Sales & Operations Marketing Director, was delighted to share these impressive figures. He pointed out that sales increased significantly in the first half of the year, leading the company to achieve a 4.5% market share in Europe.
However, for the second half of the year, orders are not as consistent due to the global impact on the automotive market. Even so, Dacia already has orders for the next three and a half months, indicating a continuation of the positive evolution.
Dacia is no longer the 5,000 euro car, ending up costing a small fortune
An important factor contributing to this significant increase in sales was the acceleration of production in all three Dacia factories: Tangier, Casablanca and Mioveni. Martinet revealed that Dacia’s strategy is based on producing one car less than the existing market demand.
As a result of this strategy, the factories in Romania and Morocco were forced to produce at maximum capacity, six days a week, in three shifts a day. However, the issue of component shortages still remained a major one, impacting production and supply, especially for models such as the Sandero or hybrids.
Despite the challenges, Dacia is preparing an important launch in the second half of 2023 – the third generation of the Duster model. With confidence in the potential of this model, the company invests heavily in its development. However, a significant change in sales strategy was brought to light by Martinet.
The design of Dacia cars has become a key element for customers, along with the attractive price. Three years ago, equipment was a determining factor, but today, customers choose Dacia for its modern and eye-pleasing design. This strategy debuted with the Sandero 3 model and will be continued in the upcoming models from 2024 and 2025. In addition, the Extreme trim, which has become popular among buyers, will remain in the range and will also be available on the new Duster.
Although 2023 brings with it challenges, including logistical problems in certain markets, such as France or Italy, Dacia is proud of its outstanding performances in the first half of the year. With a strategy focused on design and quality, the company is determined to continue on the path of success and exceed customer expectations, both in Europe and in other regions of the world. With the launch of the new Duster, a new stage opens for Dacia, and the potential of this model represents a major stake for the future of the company.
