In January, when Luca de Meo, head of the Renault group, presented the Renaulution plan and the Dacia Bigster concept, a detail of this future SUV attracted attention. It is about the new logo visible on the radiator grille of this concept, but also about the slogan “Tout. Simply ”(Everything. Simply) that appeared in the documents presented during the press conference.
Well, although the French officials did not mention anything about a new Dacia image, it was clear from then on that the brand will go through a rebranding process. And a communiqué from today of the Romanian company specifying the fact that “on June 17, Dacia adopts a new image” supports this idea.
Unfortunately, this is all the information revealed so far by Renault or Dacia officials, so that any other details can be passed on to speculation.
However, the new image of the Dacia brand is related, without a doubt, to the French group’s attempt to separate the Renault and Dacia brands as visibly as possible. In fact, also in January 2021, Denis Le Vot, the global head of the Dacia and Lada brands, mentioned that “the separation of Dacia from Renault has a purpose. This is the first time that Dacia has its own people who will deal with sales, marketing and product. This will be their only occupation. They no longer have to deal with Renault and Dacia at the same time. We saw the potential of Dacia and what we can do with this brand. Ten years ago, more than half of Dacia’s customers came from the second-hand car market. They were clearly looking for the lowest priced car on the market. Now we continue to serve these customers, but we must take into account the fact that today, 66% of Dacia customers come from the new car market. You already know that 70% of customers who want a Sandero buy the Stepway version. Sandero costs 9,000 euros, and Sandero Stepaway 12,000 euros. That’s why I went up in the range to “essential doesn’t mean boring”. We can have sexy and attractive Dacia cars without major costs. To express this new vision we thought it was time to highlight it with a new logo. We will not put the new logo on Dacia cars next week, nor on the facade of each dealer. Not possible. I would like the timing of the launch of the new logo to be the same as the new Duster. But that’s too short, too. We will schedule this moment carefully. However, we will do it as soon as possible. “
It should be noted that the adoption of a new image does not mean a sudden appearance of the new logo consisting of the letters D and C on the grid of Dacia models. This rebranding process will be a long one and will involve several steps that the manufacturer will gradually announce.
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