Το 2014 η Dacia γιορτάζει την 10η επέτειο του Logan στη Ρουμανία, καθώς και την 15η επέτειό της, ως μέρος του Group Renault. Η Dacia έχει ξεπεράσει κατά πολυ την επιτυχία από το λανσάρισμα του Logan στη Ρουμανία το 2004, έχοντας πουλήσει πάνω από 2,7 εκατομμύρια οχήματα στην Ευρώπη και στη Μεσόγειο.
Η Dacia έχει το στρατηγικό εργοστασιο της στη Ρουμανία, που εξυπηρετεί 43 χώρες πωλήσεων και διαθέτει κέντρο σχεδιασμού, μονάδα κατασκευής κινητήρων, μονάδα κατασκευής για κιβώτια ταχυτητων, συναρμολόγηση σασί, κεντρο ανταλλακτικών και ένα κέντρο logistics.
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DACIA CELEBRATES LOGAN’S 10TH BIRTHDAY IN ROMANIA
- Romania was the initial launch base of the Dacia success story in Europe and the Mediterranean Basin.
- Romania is home to a robust design and manufacturing base serving 43 of the brand’s sales countries.
ROMANIA WAS THE INITIAL LAUNCH BASE OF THE DACIA SUCCESS STORY IN EUROPE AND THE MEDITERRANEAN BASIN
The Logan saga
1999-2004: Dacia joins the Renault group and the Logan project is born
- In the 1960s Romania launched an automotive industry and called on Renault to build popular Dacia cars, manufactured under license. The Romanian take on the Renault 8 was called the Dacia 1100, soon to be followed by the Dacia 1300 (Renault 12) and a range of different versions.
- In 1999 Renault acquired a 51% share in Dacia and started up two projects, modernizing the Romanian production site and designing a broadly affordable car and laying the groundwork for its production in the country. (See The Logan Epic by Bernard Jullien, Yannick Lung and Christophe Midler.)
- The Logan saga stands as a major innovation, “a project that has become a program and, above all, a pillar of the strategy of Renault and the Alliance”, said Carlos Ghosn, Chairman and Chief Executive Officer of the Renault group.
- Between 1999 and 2004, the Renault group invested €489 million to modernize Dacia across the board.
1999: Privatization of Dacia, Renault takes a 51% share.
2000: Renault increases its stake to 81.4%. Launch of the Supernova.
2001: Renault increases its stake to 92.72%.
2003: Renault increases its stake to 97.93% and then to 99.3%. Launch of Solenza.
2004Birth of Logan and sales launch in Romania.
2004-2014: Dacia rollout in Europe and the Mediterranean Basin
- In 2004, following sales launch in Romania, Logan was released across Central Europe. Launch in Western Europe kicked off in 2005. Driven by the instant sales success, the second phase of Logan expansion began, with two key focuses:
o the expansion of markets through rollout in numerous countries
o the expansion of the range with the development of new models on the same platform.
2004: Birth of Logan and sales launch in Romania, followed by the Czech Republic, Hungary, Turkey and Slovakia: success is immediate, far exceeding forecasts.
2005: Logan is launched in Poland, Estonia, Lithuania, Latvia, Slovenia, Bulgaria and Moldova at the start of the year.
Launch begins in Western Europe in June. Public enthusiasm is equally strong.
2006: Launch of Logan MCV in Romania and Bulgaria.
2007: Launch of Logan MCV in Europe and the Maghreb countries.
2008: Launch of Logan Pick-up and Sandero.
2009: Launch of Sandero Stepway.
2010: Launch of Duster.
2012: The family grows with Lodgy, Dokker and Dokker Van.
Renewal of Logan, Sandero and Sandero Stepway.
2013: New Duster.
Dacia sales success
- In first-quarter 2014, the Dacia brand posted the strongest increase in the European market, with growth of 46.1%. The brand took a 2.5% share of the market, up 0.6 points.
- Nearly 430,000 Dacia vehicles were sold in Europe and the Mediterranean Basin in 2013.
- European sales in 2013 were up 19.3% on 2012, driven by the success of Duster and the renewal of the Logan and Sandero range.
- Dacia also continued its development in 2014, arriving in six new markets; the UK, Ireland, Norway, Denmark, Cyprus and Malta.
- Now present in 43 countries, the brand intends to build on the recent renewal of its range to further enhance its success.
Europe: Dacia posted the strongest growth in market share by an automotive brand in 2013
- Dacia posted the strongest growth in market share by a carmaker in 2013. It rose one place in the rankings to number 16 in Europe and number five in France.
- Dacia set a sales record with a 26% year-on-year increase in registrations.
- Dacia made strong progress in a number of markets, including France (+11%), Spain (+81%), Portugal (+74%) and the Netherlands (+49%).
- In France, Dacia moved up a place to become the number-five brand in the PC and LCV market.
o Duster is the number-one C-segment SUV
o Sandero is the number-three B-segment hatchback
o Lodgy is the number-two C-segment compact MPV (minivan)
- In Spain, Dacia put in a remarkable performance in 2013 with an 81% rise in registrations on 2012, moving the brand into the top ten. Sandero became the top-selling vehicle in consumer sales.
- In the UK, where the brand was launched in January 2013, Dacia has already recorded 17,146 registrations and taken a 0.7% share of the market. Autocar magazine described Dacia’s launch year in the UK as “the best” of any new car brand in the country.
Dacia, the leader in Romania, Morocco and Bulgaria
- Dacia also made strong headway in Turkey, Morocco and Romania and became the number-one brand in Bulgaria.
- In Turkey, Dacia overtook long-standing brands to become the number-eight make. It took a 4.3% share of the market thanks to breakthrough performances by Lodgy (segment leader) and Dokker. The Dacia brand was voted the “Fastest Growing Light Commercial Vehicle Brand” by the Turkish Association of Automobile Distributors in January.
- In Romania, the brand posted a 5.4-point year-on-year increase in market share in 2013 in a market that contracted 7%.
Dacia confirmed its leadership position with a market share of 31.7%.
Logan, Sandero and Duster are the top-three best-selling cars in the Romanian market, in that order.
- In Morocco, Dacia increased its market share 4.4 points to 25.2%. The brand is going from strength to strength in the country, where it has led the passenger-car market since 2006. Dokker and Duster are the number-three and number-four best-selling vehicles in Morocco.
- In Bulgaria, Dacia has overtaken the long-standing leaders with a 10.9% share of the market. Sandero and Duster are ranked number two and number four respectively in the passenger-car market, while Dokker is the top-selling light commercial vehicle.
In December 2013 Dokker Van was voted “Van of the Year” by the Bulgarian Press Auto Club. More than 50 journalists chose Dokker over its rivals for its design, engine, road behavior, safety, price and cost of use.
Over 2.7 million Dacia customers
|Number of Dacia vehicles sold between 2004 and 2014|
(*) At end-March.
Dacia, a reliable range that perfectly responds to customer expectations
- With its clear brand claim on generosity, reliability and affordability, Dacia has earned the trust of its customers and carved out its place in the automotive market. It has also rolled out an offering corresponding to the needs of customers in different countries:
– In Western Europe, the brand has enabled customers with modest incomes to purchase a new car for the first time,
– In Central and Eastern Europe, and in the Mediterranean Basin, Dacia has accompanied the economic transition by making car ownership more widely available.
- “Our customers stand apart through their ability to tell the difference between the essential and the superfluous – in their car purchases and their purchases in general. We launched Dacia in Europe in 2005 with the slogan “Be logical, be Logan”. The Dacia range has since been expanded to seven models, but that same mindset is truer than ever for Dacia’s 2.7 million customers.” Renaud Pirel – Head of Marketing for the Dacia range.
- By encouraging smart car purchases, Dacia has helped to change consumer behavior. That achievement is reflected in a strong attachment to the brand, with high renewal and recommendation rates among its customers (TNS Sofres survey, 2013).
- In 2014, six Dacia models won the “Wertmeister” prize, awarded by Auto Bild and EurotaxSchwacke (Germany) to the cars with the best residual values.
Nearly 2,000 points of sale in Europe and the Mediterranean Basin at the service of Dacia customers
- In Romania: over 100 single- and multi-brand points of sale:
o the largest auto network in the country
o network developed with new and modern signage, echoing the image of the model range, Europe’s youngest.
- Overall, in Europe and the Mediterranean Basin, the Dacia network includes nearly 2,000 points of sale and 1,400 salespeople dedicated to the Dacia brand.
- The network is renowned for its service quality, as demonstrated by the following:
o Dacia placed first in the July 2011 survey by Auto Bild, the leading motoring magazine in Germany. With three “Golden Screwdrivers”, Dacia scored the best result in 25 years by an automobile brand for its after-sales service.
o Dacia ranked number-three in the press survey on after-sales by L’Automobile Magazine in France.
o In Turkey, Dacia was voted “Fastest Growing LCV Brand” in 2014.
ROMANIA IS HOME TO A ROBUST DESIGN AND MANUFACTURING BASE SERVING 43 OF THE BRAND’S SALES COUNTRIES
Dacia has a robust design and manufacturing base in Romania, encompassing the design, production and distribution of Dacia vehicles worldwide.
Key figures for Dacia in Romania:
- 17,000 Dacia employees in Romania (31% of them women)
- Dacia accounts for 2.9% of Romania’s GDP
- Dacia is Romania’s number-one exporter.
Design center: a link in the Group’s design network
- Set up in 2007, Renault Design Central Europe is based in Bucharest.
- Renault Design Central Europe is an integral part of Renault’s international network of design centers, including those in São Paulo (Brazil), Kiheung (South Korea), and Chennai and Mumbai (India).
- The Renault Technocentre in France forms the core of the carmaker’s design activity.
- 27 creative staff with eight nationalities.
- Remit: to imagine and design the future of Dacia and Entry-range vehicles while contributing to the Group’s different design projects.
- Ongoing challenge: to continuously improve perceived quality.
- A strategic base in the Euromed-Africa Region.
- The design center’s most recent achievement: New Duster, designed in Romania.
A dedicated engineering center: Renault Technology Romania
A leading center for the Group’s Entry range
- The center works on development projects for the Entry range, in close collaboration with Renault’s other engineering centers in France and around the world.
- Renault Technology Romania, created in 2006, is one of Renault’s regional engineering centers, based at several sites:
o Design offices in Bucharest, tasked with designing and adapting Entry-range vehicles and powertrain components
o The test center in Titu, responsible for testing and validating complete vehicles and powertrains
o Teams working on technical assistance and the industrial development of projects at the Mioveni plants.
Titu test center: test drive mileage equivalent to 200 trips around the world every year
- The Titu test center, opened in 2010, is located halfway between the design offices in Bucharest and the Mioveni plants.
- The center relies on the expertise of the engineering teams based in France. The test centers at Lardy and Aubevoye in France form the core of the activity, with over 2,000 employees.
- The Titu test center specializes in testing Entry-range vehicles and powertrains across all project phases. The center verifies each of the vehicles’ features in the driving conditions experienced by customers around the world.
- With a 450-strong workforce, the test center has a surface area of 350 hectares, dozens of test benches housed in 42,300 m2 of buildings, and 32 km of tracks:
o Dozens of test benches of all types: endurance, extreme cold, rain, sun, etc.
o 10 types of track for testing different vehicle features, including grip, speed, safety, road behavior and acoustics
Example: the “carpet” track for detecting “drumming” noise, i.e. the pressure felt in the ears when driving.
- The test center is equipped with tools and technologies ensuring the same validation criteria and standards for all the Group’s vehicles, the aim being to create vehicles with irreproachable performance, quality, comfort, safety and endurance.
- The Titu test center carries out the following every year:
o 8 million km of test drives, the equivalent of 200 trips around the world
o 450,000 hours of bench tests, the equivalent of 52 years of vehicle use.
Powertrain and chassis plant: the largest aluminum foundry in the country
- The powertrain and chassis plant is located in Pitesti at the Mioveni production base.
- The plant produces engines, gearboxes and chassis.
- It is fully modernized and has fully integrated the tools and methods of Renault Production Way. The Renault Production Way policy, shared by all Renault group plants, applies production standards to fulfil a fundamental requirement: the manufacture of top-quality products.
- The plant has 3,600 employees.
- Production in 2013:
o 308,000 engines (1.4 and 1.6 liter MPI and TCe 90 gasoline engines)
o 516,000 gearboxes
o 1,000,000 chassis
o 16,700 metric tons of aluminum, making it the largest aluminum foundry in Romania.
- 60% of the plant’s production is exported to other Renault group plants.
Body assembly plant: 350,000 vehicles a year
- The body assembly plant is located in Pitesti at the Mioveni production base.
- The plant groups the stamping, body-shop, paint and assembly activities and employs 8,000 people.
- The body assembly plant has also been entirely modernized and has adopted Renault Production Way.
- It produces 1,390 vehicles a day.
- Production in 2013: 342,620 vehicles.
- In 2013 the plant celebrated the production of the 500,000th Duster.
- In May 2014 the plant celebrated the production of the 5,000,000th car.
- The plant is ISO 14001-certified (for environmental quality) and ISO 9001-certified (for quality management).
Logistics center: the Alliance’s largest logistics platform
- Located in Pitesti at the Mioveni production base, the International Logistics Network (ILN) center opened in 2005.
- It is the Renault-Nissan Alliance’s largest logistics platform.
- The center provides the logistics support necessary for local operations and exports. It enables Renault to source spare parts from local suppliers in volumes that ensure optimal quality and costs. It also consolidates parts batches.
- Over 1.9 million m3 of parts were imported and shipped in 2013
o 30 customers, 13 of which Renault plants
o 500 suppliers in Romania and worldwide.
The center has a surface area of 150,000 m2 (the size of 21 soccer pitches) staffed by nearly 700 employees.
Spare parts and accessories center: the largest Group center outside France
- Located in Oarja, 28 km from the production base at Mioveni, the spare parts and accessories center opened in 2010.
- The building has a surface area of 65,000 m2 (the size of nine soccer pitches).
- The center was staffed by 139 people at end-January 2014.
- It is the Renault group’s largest spare parts and accessories distribution center outside France, capable of stocking more than 70,000 line items.
- The warehouse supplies original spare parts to the sales networks of Dacia, Renault and Nissan in Romania, and to the sales networks of Dacia in all the brand’s sales countries.
- The center has 405 suppliers (164 in Romania and 241 outside Romania).
- Exports account for 46% of the warehouse’s revenues.
- From the inception of the project, the center was designed to integrate the development needs of the Dacia brand for beyond 2015.