Dacia has radically switched its full range of models to suit their new brand identity, in record time. This new brand identity, is Dacia’s first step in Renaulution.

At their plants in Pitesti Romania, Casablanca and Tangier in Morocco, Dacia tackled challenges such as vehicle part logistics and employee training, as they revamped their image to convey their commitments for the future and their core values.

By taking a look behind the scenes, we can understand how the ‘old versions’ were transformed into new Dacia vehicles in just 24 hours.

Industrial Challenges

The success of the project relied upon changing the visual identity of the entire range within a single day. To minimise the risk of errors and to ensure a successful change without compromising the quality, the new components were registered in advance in the IT systems, which were all then switched over on Monday morning.

Rear of Red Dacia

The logistics areas were also modified to accommodate the new parts and avoid mixing with the old references. In total, 3,100 vehicles were switched to feature the new Dacia brand identity.

Logistics

Switching to fit the new brand identity also meant undertaking a logistical challenge of altering all the models in the three plants, at the same time, within the same time frame, and tight production and development schedule. This meant that the logistics team had to handle 190 new products from 57 different suppliers, including a new emblem, new colours, and new logo.

dacia production line

This also came with the extra pressure of a spare-parts and raw-material shortage, causing the team to have to deal with delays. The team also had to ensure all of the parts met the agreed standards.

Training

The radical change that took place within the three Dacia plants is truly a reflection of the work ethic and teamwork by the 20,000 people working there. These dedicated workers rose to the challenge, following the full development and industrial production procedure.

dacia production line

Whilst a substantial production plan was being rolled out operators were trained, allowing them to keep production going seamlessly and meeting uncompromising quality standards from day one.

Sales and Marketing

The customers’ expectations fuelled the sales and marketing challenge, as Dacia had to start making orders before the new brand identity had reached production plants.

red dacia>

This is a new beginning for the brand that is exceeding expectations all the time, as the new brand identity embodies Dacia’s commitments and core values, making it more sought after than ever before.

Check out our Dacia models.