The Dacia Dokker offsets the low sales of the Renault Kangoo
- In Europe, between 2005 and 2013, registrations of light commercial vehicles (LCV) fell by nearly 35%. In this declining market, the small utility vehicle by Renault: the Kangoo, followed this trend with a decrease in registrations of nearly 34%. Launched in 2007, Kangoo sales started to rise again from 2010 (30%), but declined again as from 2012. This trend was the same for other LCV in the European market (VW Caddy, Peugeot Partner, Fiat Doblo ...).
- In 2012, another small utility vehicle has launched by the Renault-Nissan group, the Dacia Dokker. Following the positioning of the Romanian brand, the Dokker can be considered as the sole "Low price" vehicle of the LCV market in Europe.
- When one analyses the sale curves and production levels of the Dacia Dokker and Renault Kangoo, which are on the same segment (compact LCV) and on the same markets, we can see that the Dacia Dokker experienced strong growth, when at the same time sales of the Renault Kangoo declined. In 2013, for each Dokker sold 2 Kangoo vehicles were sold. It is undeniable that the price factor has been instrumental in the success of the Dokker against the Kangoo and against competitors models of other brands.
- However for the Renault-Nissan group, the arrival of the Dokker was profitable, since in 2013, the cumulative sales of the Dacia Dokker and the Renault Kangoo exceeded the sales volume of the Kangoo alone between 2009 and 2013. The Dokker provided additional customers for the Renault group, without denying that there may have been some product cannibalization between the Romanian model and the French model.
