In 2022, Dacia sold 573,800 vehicles in total, reaching a record market share in Europe. The car brand is even positioned in the Top 3 of eight European countries and in Morocco. Therefore, it will continue to benefit this lucrative region in the future.
Although Renault saw its sales decline for the fourth consecutive year, the pattern has completely reversed for Dacia in 2022. Xavier Martinet, the brand’s Sales & Operations Marketing Director, gave time to press to discuss the publication of the results to share his enthusiasm. “The main message I want to convey is that the year 2022 was successful. Dacia’s performance is quite satisfactory as all models and regions are at the top “, he said.
Dacia signs three records in 2022
In fact, the brand registered a total of 573,800 vehicles from January to December, an increase of 6.8% compared to 2021. And this, while in the scope of its marketing, the automotive market fell by 5 .5%. The symbolic bar of 8 million units sold since 2004 has been surpassed, which, let’s remember, peaked in 2019 with 735,000 models sold (164,000 units in the first year of marketing in 2005). The manager is even pleased with the positioning of Dacia in the Top 3 brands of eight European countries, as well as in Morocco (1eh). This enables it to post a triple record in market share in Europe:
- 3.7% in PC + LCV (+0.5 pt compared to 2021);
- 4.2% in PC (+0.7 pt compared to 2021);
- 7.6% in PCs sold to individuals (+1.4 pt compared to 2021), consolidating its place on the European podium.
It should be noted that the total volume of PC increased by 15.4% in a year in the region, itself decreased by 4%. In detail, Dacia continued to gain popularity in France by increasing its registrations by 4.5% (130,800 PV in 2022), while the national business reached -7.8%. It took third place among the most popular brands. Germany also counted heavily on the Romanian firm’s performance, as its share there jumped 50% after putting 60,300 models on the road. So he gives himself more than 2% cake. Italy also contributed to this good growth by providing 67,300 sales, meaning an increase of 9.2% compared to 2021 in a market that decreased by 9.7%. The share of the PC market at 5.1% increased by 0.9 points compared to 2021. In Spain and the United Kingdom, the results were also positive, with volumes increasing by 2.7 and 55% respectively.
Sandero, Duster, Spring and Jogger, the pillars of the Dacia brand
According to Xavier Martinet, the strengthening of this position is partially explained by the four so-called pillar models. All contributed to a recovery in sales in 2022. For the sixth year in a row, the Sandero took the leading position in the segment of passenger cars sold to individuals in Europe, with 229,500 registrations recorded in 2022 (+ 1.2% compared to 2021). In 2022, it was also the second best-selling passenger car model in Europe, all channels combined. As for the Duster, it has maintained its status as the best selling SUV among individuals in Europe since 2018 and the second best selling car among individuals in Europe. Now we count more than 2 million units on the roads since 2010. On the side of the new Spring and Jogger, the fun is there too. The 100% electric city car recorded 48,900 sales (+75%) while the station wagon gained 56,800 customers in its first year on the market, ranking second in the C segment excluding SUVs sold to individuals in Europe.
No geographic expansion
The price increase carried out by Dacia (like other manufacturers) in the year 2022 does not seem to have had an impact on sales. The leader explained that the new pricing model is partly due to the rising cost of raw materials, energy, logistics, etc. “It does not depend on what we do unfortunately. Even with the price increase, we have maintained our asset, which is our quality-price ratio, the best in the market. “, study by Xavier Martinet. And add: “Car prices will rise again in 2023, but at a slower pace. »
Asked several times about Dacia’s representation in other parts of the world (there are Renault-badged models), the brand’s sales & operations marketing director assures that there are no expansion projects in the world.. The priority, he recalls, was to focus on Europe and the Mediterranean basin by positioning itself in an attractive price and segments B and C. “Because of this in these segments and in these countries we sell the most and earn the most. We sell there to individuals, the most profitable sales channel, so there is no reason for us to change business model or have growth ambitions in other markets. Especially since 60% of Dacia customers buy Dacia and we also get 5 or 6 points in our residual values because our cars sell well. This positions us 7 to 10 points above the competition,” he concluded.
With an order portfolio three and a half months in the pipeline for the start of 2023, Dacia is calmly looking forward to the year. Without giving any goals in context, the leader expects a small growth for all European markets, believing that the brand will be part of this trend.