Dacia started out making older model Renaults as a value brand. Eventually, Renault took control and continued with that value strategy but with its own models rather than older Renault cars. Has it worked?
Renault has yielded market share to position itself at a sustainable level rather than chase volume for the prestige often associated with higher market penetration. Dacia is in a very different position, in an area of the market that has been ignored by other car makers. Dacia's progress has been done in a profitable way too.
After three months of 2023, the brands are almost equal in terms of sales. Renault has an abundance of competition whereas Dacia doesn't so that shouldn't be surprising. I like what Dacia offers, no frills motoring. That appeals to me.
Below the numbers on each side of the graph represents the percentage market share in Europe.
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