Dacia changed its visual identity in just 24 hours

It is a remarkable achievement for Dacia to implement a new visual identity across its entire model line-up in just 24 hours, showcasing their innovative approach and efficient execution.

Dacia synchronized the design change of all their models at three manufacturing plants in Pitesti (Romania), Tangier, and Casablanca (Morocco) to the new style simultaneously. Starting at 9:00 am on October 24, 2022, the production of the entire model range seamlessly transitioned to the new visual identity within a single day, setting an unprecedented record in the automotive industry.

During the course of that day, a total of 3,100 vehicles were manufactured and rolled off the production lines, averaging one vehicle every 50 seconds. This accomplishment marked the completion of Dacia’s new identity rollout, which began with changes in communication materials in mid-2021 and subsequent adoption by Dacia retailers. The new identity represents a more than just a design shift; it encompasses the brand’s commitments for the future and builds upon the strong values that have contributed to Dacia’s success.

Over the course of more than a year, meticulous preparation and coordination took place across all departments, including IT, logistics, training, and marketing, to ensure a seamless transition. Notably, the logistics team successfully handled 190 new components from 57 different suppliers, including the logo, new emblem, and new colors. Moreover, this achievement occurred during a shortage of spare parts and raw materials, adding an extra challenge of meeting production deadlines and maintaining quality standards.

The successful transition was largely attributed to the exceptional teamwork of the 20,000 personnel across the plants. They effectively navigated various challenges, working swiftly while adhering to the full development and industrial production procedures. Prior to the switch, operators underwent training simultaneously with the implementation of a comprehensive production plan, ensuring that quality remained uncompromised from the outset.