· Udine, Italy, sees the first launch of the new Dacia brand identity
· Once again Udinese Calcio partners up with Dacia to extol its brand values
· Dacia brand undergoes overhaul in line with its developing product strategy
NEW BRAND IDENTITY TAKES SHAPE
In 2016 Udinese Calcio and Dacia officially unveiled the new Stadio Friuli, sponsored by Dacia. It’s a modern and multifunctional structure designed not only for fans, but also for businesses and families. The stadium, a flagship of Friulian sporting facilities, became part of Europe’s elite as a reference point.
Construction work began in June 2014 and the first match was held in January 2016, in front of a full house and bearing a new name. In fact, for the first time in the history of Italian football, the home of a prestigious Serie A football club took on the name of its sponsor. This is where the story of Dacia Arena began.
Since then, the link between Udinese Calcio and Dacia, a partnership which began in 2009, has gone from strength to strength, and there have been countless opportunities for the football club and the car brand to show the greatness of their collaboration.
Today, five years down the line, Dacia Arena is hosting another monumental event: the presentation of Dacia’s new brand identity to the Italian public. Unveiled in June, to coincide with the digital reveal of the new Dacia Duster facelift, the first physical realisation of the new brand identity was then presented in Italy in July, to coincide with the unveiling of Udinese’s new away shirt, followed by the presentation of the home shirt in August on social media and digital platforms.
Thanks to the dynamic and decisive approach that sets Dacia and Udinese Calcio apart from the rest, Dacia’s new brand identity will be revealed for the first time in Italy and Europe at Dacia Arena, thrusting the location into the world spotlight. The logo, which is the fundamental element of its new visual identity, inspires strength and stability from the very first glance and is a clear nod to the strength of the bond between Dacia and Udinese Calcio. The simple yet precise emblem links the letters D and C, two separate components that connect and form perfect symmetry to create a link in a chain, symbolising solidarity and strong bonds. The graphic design is deliberately minimalist, to remind us that Dacia is a brand that focuses on purely what’s essential. The new brand identity is also reflected in the colours (Khaki Green, Terracotta, Sand, Orange and Brilliant Green), a nod to the outdoor world that surrounds us, an important reference point for Dacia customers and where the brand’s vehicles such as the iconic Duster make full use of their capabilities.
A new logo, a new emblem, and new colours, frame Dacia in a new light, reaffirming its values: essentiality, simplicity and authenticity, always at a fair price. The brand is evolving and does so not only by seeking out new ambitious goals, but also by changing its image, to reflect and affirm its core values with greater clarity.
Dacia is the brand which ensures the best quality to price ratio on the market by constantly redefining what is essential. The goal is to always offer products in line with consumer needs while never neglecting the thrill factor which is so desired by customers.
Dynamism and practicality, two historical values which are the hallmarks of the partnership between Udinese Calcio and Dacia, have made it possible to renovate the stadium’s look in record time, further strengthening the bond that unites the two companies. It’s a dynamic and constantly evolving partnership which looks to the future with optimism and passion.
Dacia Arena, the first tangible example of this change, with its completely overhauled look adapted to the new stylistic offerings of the Dacia brand, proved to be the perfect location to host the first historic convention of the Dacia Sales Network. The event was an opportunity to share its brand values, to enhance the potential of the completely updated range, based on four mainstays - the New Sandero, the 100% electric Spring, the iconic New Duster SUV and the original New Jogger - and to forge together the path for updating the brand, which will also update its sales network by 2023.
Xavier Martinet, Senior Vice-President, DACIA & LADA, Marketing, Sales & Operations, spoke during the Dacia Sales Network Convention, offering his thoughts on the evolution of the Dacia Brand: "Dacia will always be Dacia: the best value for money that constantly redefines what’s essential. With the total updating of the range today, our idea is to go beyond the simple concept of low price. Thanks to the use of the CMF-B platform, on which the new Sandero – the best-selling car in Europe since 2017, the recently released Jogger – which reinvents the family vehicle, and future SUVs are based, it will be possible to ensure the optimisation of investments, guaranteeing the constant updating of products and services to best meet our audience’s expectations."
Guido Tocci, Managing Director of Dacia Italia, highlights the potential of the Dacia Brand in Italy: "The need for the essential is emerging strongly in our society as one of the most visible characteristics in the lifestyle and purchasing choices of millions of consumers. This is a market trend which has been growing for a number of years but saw great acceleration due to the pandemic, and it will most likely consolidate itself in the post-covid recovery period. More and more consumers are moving towards the so-called ‘smart consumption’, a simple lifestyle with shopping habits which are strongly oriented towards what’s essential. For all those who are seeking out this smart lifestyle and consumption, Dacia will be there for them, offering a complete range that is constantly updated to meet changing needs.”
"I would like to thank Dacia and the Renault Group for giving us the opportunity to express our passion alongside them,” commented Magda Pozzo. “We are honoured to have been chosen for this great event, the first of its kind since the pandemic began. Finally we are moving back towards normality, including the business world. This sends out a strong and optimistic message to Udine, Friuli and Italy. Dacia's support over time has helped to give us the awareness of our strength and the confidence to build an amazing stadium like the Dacia Arena. Ethical relationships, respect for people, due care to the environment, an attitude to innovate: there are many characteristics and values that we have in common. We are committed to them together, today and in the future."
ABOUT DACIA:
Dacia is a Renault Group brand, present in 44 countries, particularly in Europe and in the Mediterranean. Founded in Romania in 1968, the brand was acquired by the Renault Group and relaunched in 2004 with Logan. Dacia offers cars with the best quality to price ratio on the market. Thanks to its emblematic models such as Logan, Sandero and Duster, the brand has achieved great commercial success. Dacia has sold over seven million vehicles so far.