Dacia: low cost resists in a world of expensive cars
- In a European market (29 countries) down 13% in the first five months of 2022 compared to the first five months of 2021, the low-cost brand Dacia (a subsidiary of the Renault group) managed to hold its own, even if t is not a breakthrough, having sold 167,000 cars against 147,000 the previous year, which represents an increase of 13.8%. But other non-low cost brands achieve similar performances, such as Porsche (+12.3%), DS (+18.9%), Honda (+23.3%) with lower volumes and especially the Koreans Hyundai (+13.2%) and Kia (+20.6%) with higher volumes.
- The good performance of the Sandero (third best-selling car in Europe behind the Peugeot 208 and the Volkswagen Golf) actually masks the decline in sales of the brand's other models, such as the Duster, the Logan or the Lodgy, and above all the Renault Clio which is in the same B segment and which falls by 37% in 2022 compared to 2021, with a loss of 30,000 units. The Renault Clio moves from fourth place in Europe in 2021 to fourteenth in 2022.
- Dacia therefore bites on Renault's sales. And its range is still too limited to weigh more heavily on the European market (3.7% market share in 2022 against 5.0% for Renault, 4.7% for Hyundai and 5.3% for Kia). The new Duster should arrive in 2024 and the Bigster in 2025. As for the electric Spring imported from China, it has lower sales in Europe than the Tesla Model 3, Tesla Model Y, Fiat 500 e, Renault Zoé or Peugeot e- 208. In conclusion, the Dacia brand has monopolized a niche and is resisting in a world of expensive cars, but is unable to bring back customers put off by the high cost of today's vehicles, whether internal combustion or electric.
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