Ladies and Gentlemen,
Good afternoon
The value of a car is given not only by its quality or by the work of the thousands of people taking part in its design, manufacture and marketing, but also by the image it has among customers and the public at large. I have the great pleasure to present to you some of the fundamental ideas behind Dacia`s PR activity which contribute to its market value.
Dacia has changed
Dacia has survived over the years in a country where the word "progress" did not mean anything. Dacia was some sort of Cinderella that met her Prince Charming as late as 1999. Fortunately, Dacia was born again thanks to the launching of the new product Logan by Renault. Thus, it advanced from a national brand to a European and international brand.
Dacia focused all its efforts towards a client-oriented strategy. The quality of the Logan product strengthened the confidence in the Dacia brand, thus enhancing the company`s reputation. It is therefore the Logan product that managed to give impetus to Dacia, which became the top brand in Romania.
Dacia sells
The figures speak for themselves: nowadays, a Dacia Logan vehicle is sold in Romania every four minutes. That makes some 330,000 vehicles sold since the launch of the Logan in September until end-October 2006. By the end of 2006 we will be exporting to almost 50 countries on 4 continents. Dacia contributes to the rise of Romania`s GDP by 1.5 percent and creates indirectly no less than 100,000 jobs.
Dacia is also a public relations tool, a vehicle for the European integration of Romania. Some 32,000 Logan vehicles have been sold in the European Union in 2006 alone.
In this way, Dacia takes its revenge against the Roman Empire which conquered the Romanian territory 2,000 years ago. Nowadays, Dacia Logan is on the road both in Rome and throughout Italy.
Dacia is responsible
Dacia has invested over 10 million Euros in environment protection and has obtained the ISO 14001/2004 certification.
Dacia has built two family homes for impaired children at Tirlungeni, near Brasov.
Dacia is close to students. Dacia has disseminated the program "Dacia, a European Company" in Pitesti, Bucharest, Brasov, Cluj-Napoca and Craiova, a program revealing the changes that have made the company a genuine landmark.
Dacia communicates in a creative manner
Approximately 31,000 visitors per month quench their thirst for information by visiting the Group`s new corporate site, launched on June 22, 2006, with the help of man`s best friend. Through its French, English and Romanian versions, the Dacia corporate site conveys all information required by clients, journalists, job applicants, the public at large.
Dacia has challenged to a Transadventure some 70 Romanian and Bulgarian journalists, who have tried out the Logan MCV between Cluj and Sighisoara in what proved to be a one-of-a-kind event. Following interesting debates on the qualities of the new Logan vehicle, Dacia offered some sunshine to its guests by staging the "Sunshine Play", written by a promising young Romanian author.
Dacia surprises and seduces
Dacia has moved on from the rational to the sentimental side with the family size of the Logan MCV vehicles and has made way for seduction with the Logan Prestige.
Sensitive to any form of modern communication, Dacia has decided to make itself known in elegance and style. Resorting to a metaphor which, until September 14, 2006, could only be found in songs and poems, Dacia launched the new 105 HP model amidst galloping horses, as if anticipating the elegant stance of the new version.
Dacia conquers
The tone was set by Alexandru Darie. The rhythm? By Dan Puric and his team of artists. The reason? The new Logan MCV station wagon of the Dacia range of models. On October 4, some 400 guests invited to the launching event went - in a poetic fashion - through all four seasons of the year with the new Logan, which guarantees the comfort of all its 7 occupants regardless of the weather.
Dacia highly values culture, so the company sponsored the "Lights and Shadows" exhibition, some other events occasioned by the Francophony (Cafés Culture), MozartFest, the APTR Awards (Association of Professionals in the Romanian Television). Dacia will also be a partner of the Gaudeamus Fair in two weeks` time and of the French Film Fest in December 2006.
Dacia has no complexes whatsoever
Dacia has promised and has met all expectations. Judging by all the models of the new product range, Dacia proves that it is capable not only of keeping the pace with a modern market, but also of ensuring the relevant communications means.
Dacia has left behind its former condition; it no longer has any complexes whatsoever. Dacia knows how to speak, to dance and to shine. From now on, Dacia promises to surprise us all. If I were to paraphrase a fashionable phrase, Dacia is no longer just a brand on four wheels, it is Dacia&More.
