Dacia underlines low-cost focus; “won't chase Euro NCAP stars”
Autocar UK|September 15, 2021
DACIA WILL KEEP its cars cheap by making them as simple as possible, even under the mounting pressure of environmental and safety legislation.
FELIX PAGE

Speaking to Autocar at the Munich motor show launch of the new Jogger – set to be the market’s cheapest seven-seater – product boss Andreea Guinea explained that the average Dacia customer “doesn’t want to spend much money on a car”. “They might appreciate the design of a car,” she elaborated, “but they don’t go into overspending.”

This is partly why no plug-in hybrid version of the Jogger is planned: it simply wouldn’t be cost-effective. “Customers aren’t ready to pay” for such systems, said Guinea.

The same ethos extends to the car’s functional interior and exterior design, she explained: “They don’t go for features that aren’t useful. Our brand strategy is to focus on the essential without being boring; we want to offer essential features in a cool way.”

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