Dacia UK has “decommissioned” its pioneering online new car retail portal as it bids to improve its omnichannel customer journey.

The platform, launched with a national marketing campaign in December 2018, succeeded in selling just 250 cars wholly online in the period that followed and new brand director Luke Broad is now keen to leverage Dacia’s online presence to provide a smoother online process for car buyers.

Broad, part of the new the Dacia UK business unit established as part of the OEM’s ‘‘Renaulution’ strategy, told AM that Renault chief executive Luca de Meo had described the UK as the “digital laboratory” for the Renault Group, and the Dacia brand as its “lead brand” in digital innovation.

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