What a difference a day makes! How Dacia changed its visual identity in just 24 hours
It’s not unusual for manufacturers to spend years rolling out a new visual identity across their model line-up, but true to its innovative approach and famed ‘good thinking’, Dacia pulled it off in only 24 hours!
With the brand’s bold new visual identity ready to transform the look of its vehicles, Dacia switched the design of all its models at its three manufacturing plants in Pitesti (Romania), Tangier and Casablanca (Morocco) to the new style all at the same time. Starting at 9h00am on 24 October 2022, production of the entire model range was seamlessly updated to the new visual identity over a single day – a feat which is unprecedented in the automotive industry.
In total, 3,100 vehicles rolled off the production lines over the course of the day, equating to one every 50 seconds. The manufacturing achievement marked the completion of the roll-out of the brand’s new identity, which began with a change in communications materials in mid-2021, followed by its adoption by Dacia retailers. Beyond a simple shift in design, the new identity embodies commitments for the future and builds on the strongly held values that are behind the Dacia success story.
It took over a year to ensure that such a monumental undertaking went without a hitch and that Dacia’s robust quality was maintained throughout the transition. Meticulous preparation and co-ordination took place across all the brand’s departments, spanning from IT to logistics and training to marketing.
