Interview with Karolina Wetoszka, Marketing Manager for Dacia in Poland and the Baltic States

Interview in Warsaw with Karolina Wetoszka, Marketing Manager for Dacia in Poland and the Baltic States.

Q: Let's start with Dacia's performance last year and the new models.

A: Last year was successful because we launched the new generation of the Duster, which helped us maintain our strong position. The previous Sandero lineups held the top position in Europe throughout the year.

We also introduced the new generation of the Spring. These two pillars, along with the existing models—Sandero and Jogger—contributed to our success, both in Europe and the Baltics. In Estonia, we finished in sixth position. This is 2 positions higher compared to 2023. So, we are very happy with the results.

Q: Excellent. What about powertrains? ICE, hybrid, plug-in hybrid, electric—what will be the most important for the near future?

A: We have already implemented something that will be visible in 2025. We also have future plans. Our main focus is on hybrids and plug-in hybrids—starting with hybrids. Also, remember that Dacia has a strong connection with LPG. This might not be as relevant in the Baltics, but in other Central European countries, LPG is very popular.

We also have electric vehicles—the Spring. As for plug-in hybrid electric vehicles (PHEV), so I cannot confirm anything at this stage.

We have a new hybrid engine that we believe will be a game-changer—the 1.8L engine, which is already in the Bigster. Renault, on the other hand, is focusing on developing a 1.2L hybrid version with higher horsepower. So, the two brands are taking different directions.

Q: Dacia customers are known for being rational buyers who only purchase what they need. Hybrid and plug-in hybrid technologies are much more expensive than internal combustion engines (ICE). How do you plan to introduce these technologies to them?

A: Two key points. First, the Dacia customer base is changing faster than that of other brands. Our customers today are younger than they were even five or ten months ago.

It’s a tricky perception—many still think of Dacia buyers as old-fashioned, rational, and carrying cash in their pockets. But market research shows that Renault customers are actually older than Dacia customers.

Second, while Dacia buyers remain rational and practical, younger generations are more focused on ecology and technology. So, our products are evolving to match the target audience.

Q: And what about the technology itself?

A: We’ve had multiple discussions with our assessors, and they say the game-changer is the test drive. Customers only truly appreciate our hybrids after experiencing them in a test drive. Talking about technology alone doesn’t convince them—they have to feel it.

Q: What about pricing?

A: Installments and good financing options help. If we can offer hybrid models with rates comparable to ICE versions, it makes a difference.

In the Baltics, for example, the price gap between ICE and hybrid models—specifically for the Bigster—is not that significant, it’s around €3,000.

Q: Regarding the Spring model—what are the expectations for it in Nordic countries, where winters are harsh?

A: We have a strategy for the Spring in the Baltics, which is volume-based. We believe in the Spring’s potential even in colder regions.

Additionally, we must consider our Corporate Average Fuel Economy (CAFE) penalty obligations, so promoting the Spring is also a business necessity. The Spring is a very attractive city car, and its ecological benefits align with our long-term goals.

Q: The Spring is produced in China, but with potential EU tariffs on Chinese-made vehicles, will production be relocated?

A: We don’t have any information on production changes or what the company is considering regarding customs. So, I cannot comment on that.

Q: Let's talk about the Sandero, Dacia's bestseller in Europe. What makes it so successful?

A: I don’t want to start with "good value for money" because that applies to all Dacia models.

But to be frank, the Sandero is a smart car. It’s a small crossover that stands out in the declining B-segment market. The Sandero sits slightly higher than a regular B-segment hatchback, offers efficient engines, a practical interior, and great value. If you're looking for a practical car to get from point A to point B, why not choose it? The market validates this approach.

Q: There have been rumors that the next-generation Sandero will be electric. Can you comment?

A: At the annual press conference in Paris, Dacia's business unit shared that there are plans to introduce an electric Sandero. That’s all I can confirm. I don’t have further details, so this is not confidential information—just a repetition of what was publicly announced.

Q: I've also heard rumors about a C-segment hatchback or liftback. Can you say anything about that?

A: Yes, I can say one thing—stay tuned until 2026. Maybe there will be more details before then, but for now, 2026 is the target year to start discussions about the C-segment.

Q: The biggest star of the first half of this year is the Bigster. How does it fit into Dacia's lineup?

A: Great question! The Bigster fills a gap in the C-SUV segment. While we had the Duster in the B+/C- segment, we didn’t have a true C-segment SUV. Since this is one of the fastest-growing segments, we needed to be there.

The Bigster will help us expand into fleet sales and business customers. It also introduces new technologies, including the new hybrid engine. We even have plans for a mild hybrid plus LPG version. For us, it is a game-changer, and we hope that if people love the Duster, they will love the Bigster as well.

Q: Will the Bigster sell better than the Sandero?

A: That’s tricky because the customer bases are different. The Sandero competes in a small segment with fewer rivals, while the C-SUV market is highly competitive. However, we believe the Bigster will attract new customers who weren’t previously considering Dacia.

Q: What’s next after the Bigster?

A: After the Bigster, we will introduce new engines, including hybrid, mild hybrid, and LPG versions. Then, we will prepare for 2026.

Q: Will the new LPG engine for the Bigster be the same as in current models, or is it a new one?

A: It’s a new one, which is why homologation is still pending. That’s why orders will open later compared to ICE and hybrid versions. LPG is a key part of Dacia’s DNA, particularly in Central Europe, so we are continuing to invest in it.

Q: Does this mean dual-fuel engines will appear in other models?

A: Yes. But remember that we also have plans to combine LPG with hybrid technology. So, LPG strategy is very important for Dacia.

Q: What about Dacia’s new design language? How do you determine when a design needs to change?

A: Our new design strategy aligns with our evolving customer base. Dacia is attracting younger, more modern, and more eco-conscious customers while maintaining its core values—good value for money, practicality, and robustness.

Q: What type of cars is Dacia still missing?

A: Right now, I wouldn’t say we’re missing anything. The Bigster filled a crucial gap in the C-SUV segment. If you ask me this question next year, once new product plans are in place, I might have a different answer.

Q: What about four-wheel drive and automatic transmission?

A: First, the Bigster will get these features, and then we will explore further implementation.

Q: How important is sustainability for Dacia?

A: Sustainability is a key focus for us. The Duster already includes a lot of recycled materials, such as Sparkle, and the next model using a significant amount of recycled materials will be the Bigster. Dacia is becoming more eco-friendly not only through engines, CAFE regulations, or CO2 emissions but also by using more and more recycled materials, as customers and the market expect from us.