Dacia’s Success in 2021: How Low Cost Became Dominant

Consumers stick to what matters and favor low prices: Dacia is the number one manufacturer and its Sandero was the best-selling model in 2021 among private individuals.

For the first time, Dacia is at the top of sales among private individuals in France, and this for multiple reasons. According to Autoways, which analyzes the vehicle registration system (SIV), the Romanian manufacturer is both the producer that sold the most cars to private individuals in 2021, and the one whose model, the Sandero, sold the best.

From January 1, 2021, to December 26, 2021, Dacia sold just over 100,000 cars to French buyers, ahead of its parent company Renault (95,000), Peugeot (90,000), Citroën (50,000), Toyota (50,000), and Volkswagen (45,000). Direct sales to private individuals account for 45% of total sales, ahead of sales to businesses, rental companies, etc.

And the Dacia Sandero is the best-selling new vehicle to private individuals over the same period (68,000 units), ahead of the Peugeot 208 and 2008, or the third overall across all target groups (76,000), behind the Peugeot 208 (84,000) and the Renault Clio (83,000).

The Tesla Model 3, the only 100% electric model in the top 10 of new vehicles sold to private individuals, ranks 8th with 18,000 units sold.

A clear range and transparent pricing

How can we explain Dacia’s success? Thomas Dubruel, Dacia France sales director, explains to Autoactu.com that “the brand relies on a strong and unique promise, that of the best value for money”. Faced with cars packed with technology from competitors, Dacia offers low-cost vehicles that stick to the essentials. From an “Essential” 65 hp to a fully-equipped “Stepway Confort,” the price of a Sandero ranges from just €10,000 to €20,000.

Furthermore, Dacia offers a fairly simple range, with a small number of models and options. Not only does this reduce costs, but it also makes things clearer for consumers. The manufacturer offers only four models, “four pillars”, at the “best price”. And regarding prices, Thomas Dubruel finally praises their “transparent pricing policy” and “clear”. No need to negotiate from an overvalued price; Dacia displays the final price directly. All of this reminds one of another successful manufacturer…: Tesla.