Dacia: Making frugality pay

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.

Dacia: Making frugality pay

Principal author: Julian Earl, Publicis LondonContributing authors: Stephen Stokes and Dylan Mouratsing, Manning Gottlieb OMD

Introduction

In mid 2012 Renault announced that it would launch a new car brand into the UK. Something that hadn't been attempted in 17 years since Daewoo hit the scene. That brand was Dacia.

Eighteen months later, the Dacia launch year was proclaimed the best first year result ever recorded by a new car brand. Sales outstripped all internal targets and outperformed Dacia's other European launches, hitting 21,852 cars sold and delivering a short term revenue ROI of...

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