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 just 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 9am 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.

Notably, the logistics team had to handle 190 new components from 57 different suppliers, including the logo, new emblem and new colours. What’s more, this all took place during a spare-parts and raw-material shortage, meaning that the team had to take on the additional challenge of making up for delays and making sure all the parts met the agreed standards.

The 20,000 personnel across the plants played a huge role in the successful transition. In a display of extraordinary teamwork, they negotiated all the possible challenges, moving fast while following the full development and industrial production procedure. Ahead of the switch, operators were trained at the same time as a substantial production plan was rolled out, ensuring that quality was uncompromised from day one.

On the successful transition to the new visual identity, Christophe Dridi, Dacia’s VP of Industry said: “We believe this is the first time an automotive company has revamped its entire range, at three plants, at the same time. It goes to show how flexible and how agile Dacia really is.”