The Romanian car manufacturer entered the German market with its first model in 2005. NORDPOL+ took over the positioning and communication of the brand, successfully shaping it, immediately after the market launch.
81.4%Dacia achieved a market awareness of 81.4% within 8 years of entering the market.
5.1%of all new car buyers agree with the statement: "Dacia is a brand I would be proud to drive."
3.3%Dacia achieved a 3.3% share of the German consumer market in 2013.
Holistic and strategic brand development and establishment from 2006 - 2014
Brand launch / communication launch DACH
Multi-channel content campaign
TV to web, digital, content
Establishing Mehmet Scholl as brand ambassador
There’s no room for cheap market participants on the sacred German automobile market. Or is there? We’re picking up a social trend for the strategic positioning of the Dacia car brand for its launch in Germany: The car as the ultimate status symbol has recently lost its appeal - ahead of travel, sport and sharing. Dacia drivers prefer to spend their money on the important things in life. So how do you reposition the brand of a Romanian low-cost manufacturer?
The communicative solution was to give Dacia a new image as part of a strategic brand building and development process, positioning it as an attractive car brand in such a way that the brand is consistently and sustainably competitive. Dacia's strategic brand development aimed to combine the revolutionary low-cost product range with the devaluation of the classic status symbol "car" to arrive at a clear and concise brand message: Dacia is the status symbol for those who don’t need status symbols. With this positioning, the brand polarizes, crosses borders and even dares to attack itself.
The decision to buy therefore becomes a statement of a value attitude that is constantly growing:
- Dacia achieved a market awareness of 81.4% within 8 years of entering the market.
- 5.1% of all new car buyers agree with the statement: "Dacia is a brand I would be proud to drive."
- Dacia achieved a 3.3% share of the German consumer market in 2013.