Dacia’s Success Story Continues With the Appointment of a New UK Brand Director

Dacia today names Lina Ribeiro as its next Brand Director for the UK. Her appointment signals a renewed focus on the brand’s strategic ambitions in the market, strengthening its momentum as it continues to grow rapidly. She succeeds Luke Broad who has been promoted into the role of Managing Director of Retail Renault Group UK.

Lina has more than 20 years’ experience across key markets in the automotive industry. She has held multiple strategic roles in the UK and abroad, leading initiatives in sales, operations, network development, and customer experience.

In her current role as Renault Group UK Head of Sales Operations, she has led teams through strong periods of growth thanks to her straightforward, consistent and quietly inventive leadership style.

Lina is now tasked with steering Dacia’s operations, commercial plans and long-term goals in the UK, while overseeing the continued evolution of the brand’s line-up of robust, essential, purpose-built vehicles.

A key focus for her will be expanding Dacia’s reach, collaborating with the retailer network to focus on driving customer experience, all while keeping the brand front-of-mind as it continues to grow with a range of vehicles that are engineered for real life and shaped by the spirit of the outdoors.

Reflecting on her appointment, Lina Ribeiro, said: “It’s a real privilege to step into this role and continue shaping the next chapter of Dacia’s success in the UK. The brand keeps going from strength to strength, always standing for something bigger when it comes to mobility. I’m excited to carry that forward, challenging conventions and delivering meaningful value to our customers.”

Lina brings her own sense of grit, focus and positivity into her leadership approach – qualities that fit naturally with Dacia’s spirit of keeping things simple, capable and ready for adventure.

Katrin Adt, Dacia CEO, said: “I’m pleased to welcome Lina into her new role. As Dacia continues to grow, her leadership will strengthen our momentum in a market that values affordability and durability in vehicles built for the real-world.”

With Lina in place, Dacia is well set for the road ahead, guided by the same clear, no-nonsense spirit that shapes its vehicles and its values.