The auto market in Romania is going through one of the most challenging periods in recent years, and Dacia, the most important local producer, is directly feeling the impact. Company officials openly speak about significant sales declines and an economic and political climate that is causing customers to postpone purchasing decisions.
While Dacia is growing in the rest of Europe, Romania remains a negative exception. Dacia’s management points out that the local market is „depressed,” and the lack of clarity regarding the Rabla program is exacerbating the situation, as reported by Profit.ro.
Romania, the only market where Dacia is not growing
Dacia's Global Sales Director, Frank Marotte, states that the difference compared to the rest of the continent is evident.
"Romania is the only market where we are not growing; elsewhere, we are growing all over Europe. The Romanian market is depressed due to the postponement of Rabla and the crisis," he explains.
This message is supported by market figures indicating a significant decrease in demand, especially from individual customers.
"We can call this depression"
The situation is detailed by Mihai Bordeanu, Dacia's Managing Director for Southeast Europe, who talks about a consistent decline since the first quarter.
"We can call the market depressed, down 20% in the first quarter, or even more if we look only at individual customers. And it's a quarter, not just a month. So we can call this depression," he states.
The explanation goes beyond economic indicators. Bordeanu even mentions the overall state of uncertainty in society, metaphorically described as: "if you watch the news for 5 minutes, you'll be depressed."
Economy and politics, "closely linked": direct impact on sales
The head of Dacia emphasizes that the market stagnation is the result of a combination of factors: high budget deficit, fiscal pressure, and political instability.
"We know we have an economic crisis in Romania. We know we have also witnessed a political crisis. Politics and economics are very closely linked. So we all suffer," says Bordeanu.
In this context, both companies and customers adopt a wait-and-see attitude, delaying significant investments, including the purchase of a car.
Rabla, "vital" for Dacia
A central point of discussion is the Rabla program, considered essential for the local auto market and especially for Dacia.
"We have no idea if the program will continue in 2026," warns Bordeanu.
He explains why the impact is greater for Dacia compared to other brands: "For us, it is access to mobility. It's not the same as with a BMW, which can be purchased without such incentives."
In the absence of the program, the company is considering alternative measures, but these cannot fully compensate for the effects.
A Dacia official defends the Rabla program, considering it not only useful but also economically efficient.
"The program is self-sustaining because, through the additional cars we sell, we generate taxes, taxes paid to the state, from the very simple taxes people pay when scrapping a car, to the taxes paid to the authorities when registering a new car, up to the VAT they pay," he says.
Moreover, the program also has a social and environmental component, facilitating access to new and less polluting cars.
"It will be very tough"
The prospects for this year are not optimistic, at least in the short term.
"Everyone says it will be a tough 2026, at least in the first six to nine months. It will be very tough," warns Bordeanu.
A potential recovery may only come in the second half of the year if the political and economic context stabilizes.
Visible declines in numbers: Logan losing ground
Market data confirm the picture described by company officials. Dacia has experienced a significant drop in registrations, with a market share reduced to approximately 18% in March.
The traditional leader, the Logan model, has dropped to 5th place, with only 315 units sold, as reported by Profit.ro. Duster and Bigster remain in the top, but with volumes below last year's level.
Meanwhile, models like Skoda Octavia or Toyota Corolla have managed to surpass the Logan, indicating a shift in market dynamics.