Value car brand Dacia recently handed over its 25,000th car in the UK, 18 months after launching in Britain.
And with a further 3,500 orders in the bag, it’s now going after Mazda, MINI and Volvo in the UK best seller charts.
The 25k mark was reached eight months after hitting 10k sales, showing the pace of sales growth. Already Europe’s fastest-growing car brand, Dacia claims it’s the most successful UK retail car launch in history.
The 25,000th UK Dacia customer was Alison Beirne from Derby, who received a bouquet of flowers and a year’s free gym membership for taking delivery of her white £9,995 Sandero Stepway Laureate 0.9 TCe 90.
Beirne traded in a 12 year old banger. The Sandero looked good, she liked the higher seating position and touchscreen sat nav, and reckons Dacias have great reliability. “The hassle-free buying process was the icing on the cake.” A happy customer, then: one of many, it seems.
Can Dacia beat MINI and Volvo?
In May 2014, Dacia registered 2,245 cars for a 1.16% market share. This was a staggering improvement of nearly 92% in a year – it remains one of the UK’s fastest-growing car brands.
Now it wants more. Dacia was less than 300 registrations behind Mazda last month, and around 550 units behind Suzuki. The gap to Volvo and MINI is less than 1,000 units: at this rate of growth, the firm is likely to soon overtake these big-name brands before long. Its bold claim is thus valid.
This will see its market share rise to over 1.6% – and a 2% market share is surely attainable. With an improvement by Renault from today’s 2.41% to a 3% share, this will take the combined group to the crucial 5% share it needs for longer-term viability.
But what’s stopping Dacia going further than 2%? Kia and Hyundai boast a UK share of around 3% – could that be a goal for Dacia? It would be quite a leap, and it would need more models to drive the volume, but given its growth to date, and the assumption sales will swell further as brand awareness grows, we perhaps shouldn’t rule it out for the ambitious firm…