PARIS MOTOR SHOW: Renault eyes Dacia budget brand
Renault says Romanian budget brand Dacia could rival Chinese in AustraliaThe fastest growing automotive brand in the European Union is under consideration by Renault Australia as a price leader in the battle against burgeoning Chinese automotive brands.
Already well established as one of Europe’s most affordable makes, Renault’s Romanian-built sub-brand Dacia has seen its sales skyrocket in recent years, against a backdrop of heightened budgetary awareness due to the GFC, as well as improved safety, features and design.
The fledgling car maker is hatching plans for a UK launch in 2013, which means right-hand drive versions would potentially be available for export to markets such as Australia.
Renault's chief operating officer Carlos Tavares was on hand at the launch of the new Dacia Sandero Stepway compact SUV at the Paris motor show.
“We have been preparing the launch of the Dacia brand in the UK and you will see what sort of models we will select for that market. It's still to be discussed but certainly the Dacia brand will be introduced into the UK from early 2013," Mr. Tavares told motoring.com.au.
"We think that the awareness on the ground is increasing, that's what the research is showing.
"We still have a lot of work to do … but last year we grew our volume by eight times, which is a significant number.
"The styling is modernised, more equipment, better safety, roominess, for the same low price. That's the magic of Dacia," Mr. Tavares said.
Described as a “charismatic adventurer”, the new Dacia Sandero Stepway was unveiled alongside updated versions of the Logan sedan and Sandero hatchback.
Renault Australia managing director, Justin Hocevar, agreed the Dacia brand could be introduced locally, but stopped short of rubber-stamping the idea.
“We haven't ruled out Dacia, but it's not a high priority. Product isn’t the issue but the million dollar question (is): ‘new brand or make it part of Renault?’
“It's on our radar, it gets discussed but we haven’t said yes or no,” Mr. Hocevar added.
In Europe, the Dacia Sandero Stepway is priced at €10,500, or roughly $13,000, which Mr. Hocevar acknowledged would make for a compelling compact SUV offering against the growing wave of affordable Chinese brands.
Read more Paris Motor Show stories at motoring.com.au
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