Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI

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In the present paper we present how a car brand, apparently without great perspectives has become a global brand, full of success. After the integral takeover of Dacia by Renault-Group in 2004, the French car maker developed a modern, sturdy, reliable and economical car. Designed to be priced at Euro 5000 for the basis model, Logan is one of the first models from Renault-Group developed using a pilot program with digital technology. At the beginning the carmaker wanted to reach in the markets in Central and Eastern Europe and similar markets in South America, Africa and Asia.We will analyze the strategies used by Dacia Renault Group that makes the car to become a model appreciated all over the world, a proof of this affirmation being the sales on 4 continents.

Key words: car brand, design to cost, Euro 5000 price, brand strategy, plants