2022 sees Dacia flip over a brand new leaf. Drawing on a brand new visible id unveiled final summer time, the model’s design is now coming into dealerships
2022 sees Dacia flip over a brand new leaf. Drawing on a brand new visible id unveiled final summer time, the model’s design is now coming into dealerships. The highly effective design stays true to the producers core values and brings larger visibility and a contemporary edge to the community of dealerships. Thomas, VP in command of Gross sales & Advertising and marketing Effectivity at Dacia, offers us a have a look at the pilot check web site.
In simply over 15 years, Dacia has repeatedly shaken up the rule e-book for automotives whereas at all times staying true to the approach to life of its clients. In 2022, Dacia continues to foster its distinctive positioning with a brand new concession mannequin, one which merges simplicity with authenticity, nature and know-how.
We began by engaged on the outside as a result of it’s probably the most seen half. We additionally already had a stable basis, so we didn’t must invent a complete new idea. The problem was in making use of Dacia’s new visible id with out altering how dealerships had been already structured.
Thomas, Dacia VP, Gross sales and Advertising and marketing Effectivity
A showcase modelled on the model’s new visible id
When Luca de Meo launched the ‘Renaulution’ one 12 months in the past, the intention was to “empower the Renault Group manufacturers, giving them every their very own clear and distinctive terrain to work in.” Then some months later, Dacia seized the chance to unveil its brand-new visible universe.
It’s first embodied by a minimalist logotype, impressed by objects usually discovered in garages and automotive retailers, equivalent to gears, chains, and instruments. Objects that evoke power, reliability, and performance. The easy but exact traces of the symbol – the emblem’s very essence – mirror the becoming a member of of the ‘D’ and ‘C’ of Dacia, two symmetrical items like hyperlinks in a sequence. They symbolise sturdiness and connection. Lastly, Dacia switches from blue to khaki inexperienced and a brand-new color scheme that specific a sense of wide-open areas and the model’s outside spirit.
Since then, the Design groups have been engaged on a brand new face for the Dacia dealerships, one that attracts closely on the visible and graphic design already utilized in Dacia communications since June 2021.
Outdoors, a giant totem pole marks the doorway to the dealership. Its base is manufactured from wooden and its prime is in khaki-coloured metallic and incorporates the model’s new emblem in white. A second totem pole, situated close to the entrance door, supplies sensible info. A thick khaki-coloured line runs across the contours of the façade on the principle constructing. Therein lies the showroom for Dacia autos. The higher part of the façade, above the principle window, options the model’s logotype with light-box lettering with black painted edges. Khaki-coloured by day, the logotype exhibits as white when illuminated at night time. Lastly, flags with the Dacia emblem and splashes of complementary colors equivalent to terracotta and sand present further signage.
In late 2021, three design companies competed for the contract to remodel the showroom. It’s set to be unveiled at a pilot web site mid-way by 2022. The reception space will likely be an inviting house in order that clients will really feel comfy when talking with gross sales employees and shopping for a car. Thomas explains, “We’ll emphasise branding and all the pieces digital due to a brand new buyer journey that’s extra clear, easy, and distinctive.”
Enhancing Dacia’s model picture
This new search for Dacia dealerships is a part of the expansion journey for each the model and its product line-up. Due to the makeover, Dacia is just not solely bettering its exterior visibility and modernising the community, it’s also asserting its native presence.
At all times true to its core values, Dacia has infused them all through all areas in its dealerships.
For instance, the totem was intentionally designed to be tall and stable seeking to embody the model’s robustness, as does the black define on the light-box letters. When paired with the stable color define for the showroom window, Dacia highlights the model’s essence because it signifies the placement of the dealership with simplicity. The usage of wooden, on the base of the totem, brings heat and authenticity to the place. Related to the khaki color that’s used all through, it evokes the nice outdoor of which Dacia is so fond. Lastly, the usage of metallic and backlit letter bins brings a contact of modernity and provides an additional edge to the dealership’s total design.
The Melun pilot units an instance
Opened in January 2022, the Dacia dealership in Melun is the first web site to bear the model’s new exterior visible id.
This specific dealership as soon as belonged to a historic associate of each Dacia and Renaults: LS Group (Lamirault Schumacher). Furthermore, the constructing was comparatively new, making the overhaul a a lot simpler job. The entrance façade was a superbly giant window, there was no pre-existing signage, and entry to the location was sensible.
Due to the Melun dealership, the conceptual design has now been finalised earlier than rolling it out throughout the entire community of Dacia dealerships in coming months. Dacia’s aim is to transform no fewer than 1,000 dealerships by the top of 2022, or roughly 40% of the model’s main community.
A number of figures on Dacia’s new dealership design
Enhancing the primary contact a buyer has with their future car
In remodeling its factors of sale, Dacia desires to improve the client expertise in dealerships, facilitating their first bodily encounter with autos from its line-up.
To this extent, the color scheme now used to embellish the dealerships is well identifiable and signage (giant totem, flags) round the principle constructing is clearly seen from far-off. At night time, the white backlighting used for the symbol and brand acts as a beacon, drawing clients to the dealership’s location.
The model is drawing on the robust values that make up its DNA – sturdy, easy, pared again – and needs clients to see themselves in new id after they come to the dealership.
The usage of supplies equivalent to wooden and hues equivalent to khaki-green mirror the closeness between Dacia and the nice outdoor. “This outside spirit is a powerful characteristic that clients come on the lookout for in our dealerships,” says Thomas. It crystallizes a have to reconnect with one’s setting and share easy pleasures with family members.
The fashionable, high quality end on options such because the letters that stand out from the façade, day and night time, assert Dacia’s presence amongst its opponents.
The idea behind every design characteristic spotlight Dacia’s want to bolster the bond of belief is has fostered with its clients.
What subsequent?
Whereas the mass roll-out of the brand new dealership look is deliberate for March 2022, individuals must wait just a few extra months for the Munich Motor Present (IAA Mobility) earlier than seeing what the brand new id will appear to be on the grilles of Duster, Sandero, Spring, and even the All-New Jogger that was unveiled in September 2021.
Unveiled a 12 months in the past, Dacia Bigster Idea gave a style of what the brand new face of Dacia vehicles are set to appear to be as they proudly sport a brand-new brand and emblem.
The road-up will full its metamorphosis in autumn 2022 and can mark the third section of Dacia’s new id roll out.
SOURCE: Dacia
