In times of expensive cars, Katrin Adt, CEO of Dacia, is clear: "Affordable mobility and freedom"
Katrin Adt, the new CEO of Dacia, is clear about what the brand needs to continue achieving success. In turbulent times where new cars are becoming increasingly expensive, Dacia must offer "affordable mobility and personal freedom." Adt, who has taken over from Denis Le Vot, is determined to follow the path set by her predecessor.
Dacia is demonstrating extraordinary strength in facing the growing Chinese competition. The good performance being achieved by brands like Omoda, Jaecoo, and MG has not affected the performance of the tireless budget car brand. However, the unexpected departure of Denis Le Vot raised all the alarms. The man who has been at the helm of "the golden goose" of the Renault Group left the company abruptly despite being the great architect of the milestones achieved in recent years.
The tenure of Le Vot at Dacia is history, a thing of the past. And although he has set the bar very high, the successor of the former CEO of Dacia arrives with renewed energy to carry out all the ongoing projects and, above all, to prevent the company from being overwhelmed by the Chinese threat. Although Dacia models are a success across Europe, the brand also faces a series of challenges.
At the helm of Dacia after a quarter of a century at Mercedes
Katrin Adt is the new CEO of Dacia. And in an interview with the British media Autocar, she cleared up many doubts about the possibility of Adt opting for a radical change, an internal revolution in the company. This will not happen. The "Dacia formula" is working. Just take a look at the sales figures the brand is achieving in the main markets. Only in Spain the Dacia Sandero dominates the ranking of the best-selling new cars.
Adt's intention as CEO of Dacia is to "continue that success story, but in a different world." She has also emphasized that she greatly respects the role played by Le Vot during these years. Of German origin, Adt has been linked to the Mercedes-Benz Group for more than a quarter of a century. She even became the CEO of Smart.
On her first day of work as CEO of Dacia, she coincided with François Provost, CEO of the Renault Group. She also claims to have recently visited the main production centers where Dacia models are manufactured. That is, the Renault Group plants located in Morocco and Romania.
Dacia will continue to bet on "affordable mobility"
Adt is aware that "offering affordable mobility and personal freedom" in a world "where things are getting more expensive" is of vital importance. Emphasizing the strategy of betting on "simplicity", Adt is also aware that with the unstoppable rise of Chinese brands, combined with a fight for cost reduction during the transition to electric mobility, Dacia must prepare for what lies ahead.
When asked about the strategy Dacia will follow regarding exclusively electric mobility, Adt pointed out the following: "Electric mobility is coming. We have Chinese competition. The big question, or the key, will be how we will transfer those brand values to a new world." Remember that Dacia plans a completely new electric car based on the upcoming Renault Twingo. A model made in Europe whose arrival will spell the end for the Dacia Spring currently available in dealerships.