The Dacia Sandero is one of the most important cars on the European market. And even more so, if we talk about the Spanish market, where it has been the leader in sales to individuals for years – something that says quite a lot about our purchasing power, and not exactly good. Leaving macroeconomic reflections for another day, the reality is that the Dacia Sandero is a bestseller by book, a bestseller whose third generation promises to revalidate and improve all its arguments. The news is that in order to remain a competitive car, it is abandoning its Romanian manufacture.
Dacia is a Romanian brand, and has been an integral part of the Renault Group for decades. Although the bulk of the production will remain in its huge production facilities in Mioveni – the city where the brand was born – the Dacia Sandero will be manufactured in Morocco. And Morocco will be the exclusive supplier of the Dacia Sandero on this side of the Atlantic Ocean. The decision is not surprising: the official version is that Dacia wants to concentrate the production of higher value-added models in Romania.
If Dacia wants the Sandero to remain very competitive in price – and that is still its main sales argument, without underestimating the increase in quality and equipment of the new generation – it must reduce its manufacturing and assembly costs. Nor can we ignore an important detail. Renault has factories in Morocco since 2011, and is one of its main markets globally. Renault and Dacia manufacture cars locally for the Moroccan market, where they have a market share of over 40%.
Morocco is claiming to be one of the great African car markets. Its proximity to Europe and preferential trade agreements with the EU are also helping Morocco establish itself as a global competitor in the automotive industry. Its ancillary industry, skilled workforce and low wage costs will be a talking point for years to come.