Dacia Sandero: The best-selling car in Europe among private customers since 2017
The best-selling car in Europe among private customers since 2017, Dacia Sandero marks its era in commercial success. Three generations and ever-increasing popularity for this model, which has become a must-have in the automotive market. The secret of its success? Of course, a very attractive price, but also a contemporary design that expresses both stability, quality and modernity, as well as smart solutions that he is often the first to use. The genius of this model, to discover here!
Have the opportunity to choose a new car with a smart price and spirit. To go where we want, take the wrong road, enjoy the city and the countryside, alone, as a couple or as a family with a single model. Dacia Sandero meets all needs and wants. This model is more than a car, it is a must have in the market, the first choice of individual customers every year, in Europe, since 2017. But how this model appeared in 2008 was able to convince all these buyers for three generations (2.6 million copies sold!) of different typologies, without changing its basic values?
“During the design of the Sandero, I drew a parallel to the work of the Romanian sculptor Constantin Brancusi and his intuition of essential simplicity – in the genesis of this vehicle, one must remain simple, but the client found the important. »
Michel, 3rd Generation Program Director of Sandero and Logan
The first steps towards “out”
First of all, a little background to understand the origin of the Sandero success story. After the launch of Logan in 2004, Dacia decided to market another revolutionary model in 2008: Sandero, the city girl robust, nimble, built for everyone. After a year, the Stepway version is launched and heralds the brand’s first steps towards the outdoors. With its excellent proportions, its increased ground clearance, its practicality and always affordable price, it is a favorite among “smart” buyers. In 2012, the second generation appeared, with a confidence rating boosted by its new safety equipment. Thus, Sandero became the best selling car among individuals in Europe from 2017.
In 2021, the legend of success continues with the third generation of Sandero which gains appeal with a more assertive and contemporary design as well as smart and original equipment. In two words, it becomes “cooler”! And super affordable.
“The launch of the Sandero allowed the Dacia brand to take a big step and leave. Since its launch in 2008, we have always been careful to renew its design, keeping its purity but adding, to every new generation, modernism, dynamism and stability. »
David Durand, Dacia Design Director
Its Stepway version exceeded all expectations. Versatile, more practical than a traditional city car for off-road outings, but less impressive than an SUV, it conquered all audiences. The Sandero is now on sale at 66% off the Stepway version.
Three generations of Sandero succeed each other to reach more than 2.6 million copies have been sold since its launch. Naa top five marketing countries in Europe, we can see France, Germany, Italy, Spain and the United Kingdom. On the engine side, 42% of sales today are in bi-fuel LPG ECO-G. And a little manufacturing secret: Dacia Sandero is produced in three factories, on four lines. Every minute, a car leaves the chain.
Sandero, pioneer of intelligent solutions
But this success was no accident. When Dacia’s Engineering, Design and Product Manager decided to design a new model, respecting the DNA that has made the brand so successful, no challenge stopped them. All solutions are studied with a magnifying glass to arrive at the ones that best suit customers, that is, the most practical at the most affordable prices on the market. Here are ten examples of “design-to-cost” and smart solutions which contributed to reputation and commercial success of Sandero.
1/ Modular roof bars. Wisdom of Dacia, a “smart” innovation ! By simply moving the fixings, the longitudinal roof bars become cross bars. No need to buy an additional rack to secure a roof box, bikes or skis. It was in the third generation of the Sandero Stepway that this innovation arrived for the first time in the Dacia range. Then deploy it to other models.
2/ The media control system, allowing to use your own smartphone as a multimedia screen in the car, besides the radio. All thanks to the development of a smart solution – a docking station integrated directly into the dashboard – thought from the beginning of the project.
3/ The simple and practical dashboard, equipped with an element that makes all the difference in terms of design: a cloth band, joined along the length of an area that is both visible and tactile. Thus, the customer benefits from an attractive interior without having to pay for expensive materials.
4/ The sunroof, came to the Sandero range with the third generation.
5/ Accommodation and comfort. The two words refer to all generations of Sandero. In the latest model, the knee radius increased by 40 mm to provide more space for rear passengers.
6/ The universal side – how meet the needs of customers in 44 countries, to their living conditions, adapt to their law, the state of their roads and travel habits? At Dacia, everything is examined in detail. For example, the tire size is 16 inches remains unchanged for three generations to meet all the markets where Dacia is present.
7/ To keep up with the times, the new generation of Sandero really has to offer more modern door handles, better suited to the new design. A customized development pushed the engineers to find the best solution: outside, a modern design, with “refrigerator” types of handles, inside a simple, mechanical mechanism. Also in this model we can see the antenna at the rear for the first time, compared to other generations where it was placed at the front of the car.
8/ Practicality: on the passenger side, a small hook is integrated into the center console to secure a bag and small personal items. Smart!
9/ Options suitable for all tastes. Sandero customers are not the same, but their desire is universal: to own a car that fits their essential needs. In the third generation, Sandero brings options for those who want it: electric parking brake, sunroof, specific upholstery, etc.
10/ General customers, Dacia is proud. What if the most ambitious challenge is to keep its customers, listen to them, innovate and continue to conquer without changing the DNA of the car? Successful challenge for engineers, designers and product managers, because Sandero customers are very different but have one thing in common: they are proud to own a Dacia! Discover them in the figures:
- In France, 15% of Sandero buyers are under 40 years old.
- On average, the age of buyers of the new generation Dacia Sandero has dropped by 3 years compared to older generations.
In Spain, Sandero is the first new car for almost one in 10 buyers.
- 64% of customers* buy the Sandero for its price, 22% for its design and 18% for reliability.
- In Europe, the new version of Dacia Sandero is considered elegant by 44% of buyers compared to 20% of buyers of the old version when it was released.
- 39% of Sandero* buyers live in rural areas, 37% in a small town, 10% in a medium/large city and 10% in the suburbs.
- Among Sandero buyers*, customers love the outdoors: 26% love walking and hiking, 13% love reading and 12% love cycling
– In France, Germany, Italy, Spain and the United Kingdom.