New York Times Praises Romanian Brand Dacia
|   Tuesday, December 31, 2013
Dacia reached on the lips of the American journalists from New York Times. The brand from Mioveni has drawn the attention of the Americans through the largest increase in sales in Europe, at brand level, 21.1 percent in the first 11 months of the year, surpassing other brands activating in this market. All that, despite the fact that it has a share market close to 2.4 percent in Europe.

The journalists from the New York Times think a car bearing the Mioveni brand is "the right car at the right time in Europe", given the high unemployment rate on this market.


For someone accustomed to driving a Mercedes or a BMW, a Dacia would be "awful," said Jens Schattner, analyst with Macquarie in Frankfurt. "But if you just need to get from Point A to Point B, it's simple, reliable technology, and you get a three-year warranty. It's all you need."

"Anyone can say we took advantage of the crisis," said Arnaud Deboeuf, the Renault executive who oversees the company's entry-level segment around the world. "But there's been a change in buying attitudes in Europe. People don't want to spend so much money on a car now. You can't offer a car to your customers at an aggressive price if you don't put pressure on your engineers, on sales, marketing, to control and reduce costs,"

In addition, Dacia does not operate discount, does not exaggerate with marketing and advertising budgets, which can significantly raise the cost of a model.
The Americans from the New York Times explain the success of Dacia through the three key points: the lack of real competition, profit margin for the M0 platform and the current situation in Europe, which led to the change the behavior of acquisition of the buyer in this market.

Jens Schattner estimates that Renault has a profit margin of about 8 percent for the models built on the M0 platform, which is in line with what premium manufacturers in Germany also get.
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