Surpassing expectations Dacia is a leading automotive manufacturer that was founded in Romania in 1966 and today is at the forefront of the European automotive industry. Philip Yorke follows the strategic path that led to the company’s remarkable success and also explores the innovative engineering strategy that has led to its growing market share, currently enjoyed by its award-winning new models that have surpassed all expectations.
D
acia is the main car maker in Romania and in 1968 the first Dacia1100 car was produced under licence from Renault. The company’s consistent success has resulted in Renault purchasing 51 per cent of the company’s share capital following its privatisation process. Today Renault holds 99.43 per cent of Automobile Dacia’s equity. Recently the company was subject to a thorough modernisation programme that upgraded its industrial installations in Romania, reorganised its supply chain and rebuilt its commercial network. This comprehensive modernisation programme resulted in the company being awarded three top quality management standards including one in the area of environmental management and protection. To date the total investments made by Renault at Automobile Dacia in Romania exceed €2.2 billion, which has contributed greatly to its position as one of the major companies in the Romanian economy. In 2014 Automobile Dacia became the company with the highest turnover in Romania. Dacia’s mission is to produce an excit-
64 Industry Europe
