Dacia UK director Luke Broad leaving 'no stone unturned' in pursuit of success

Dacia UK is poised to lead the Renault Group with new digital innovations as it looks to strengthen its position as a “brand in its own right”, according to director Luke Broad.

A year on from his promotion from head of sales, Broad told AM he had left no stone unturned in his bid to leverage the success of the brand as it delivered record profit margins and market share in 2022.

And, while agency model retail is not on the cards for the value-driven carmaker, Broad is keen to streamline Dacia’s omnichannel retail offering in a bid to help improve customer experience alongside a new brand identity and corporate identity (CI) for its franchised dealerships.