How Dacia changed its brand identity in just 24 hours
Thu, 15 Jun 2023
Changing a brand indentity across a model range is no mean feat and for most car manufacturers it can take months. However, Dacia recently achieved it in just 24 hours.
With a new visual identity for its vehicles, Dacia simultaneously switched the design of all their models at their three manufacturing plants in Pitesti (Romania), Tangier and Casablanca (Morocco).
The momentous undertaking commenced at 9am on October 24 2022, as the production of every model in Dacia's range seamlessly transitioned to the new visual identity within a single day - a feat unprecedented in the automotive industry.
Over the course of the day, a total of 3100 vehicles rolled off the production lines, averaging at a rate of one vehicle every 50 seconds.
The brand transition began with a change in communication materials in mid-2021, followed by its adoption by Dacia retailers.
Achieving this monumental task required over a year of meticulous preparation and coordination across all departments within the company, ranging from IT to logistics, training to marketing.
It included handling 190 new components from 57 different suppliers, including the logo, emblem and new colours. All of this took place amidst a shortage of spare parts and raw materials, posing an additional challenge for Dacia to overcome.
Prior to the switch, 20,000 employees across the three sites underwent comprehensive training, coinciding with the rollout of a substantial production plan, which ensured that the quality of the vehicles was uncompromised.
"We believe this is the first time an automotive company has revamped its entire range, at three plants, at the same time. It goes to show how flexible and how agile Dacia really is," said Christophe Dridi, Dacia’s VP of Industry.
What petrol car fo you suggest?
