Dacia has unveiled its latest UK investment with the grand opening of a brand-new retailer in Letchworth, Hertfordshire—marking a major milestone for the brand and bringing it back to the area for the first time in over a decade.
Located on Icknield Way, just minutes from the A1, the purpose-built facility spans a generous 1.5-acre site and represents a significant investment of nearly half a million pounds. More than just a sales space, this striking new showroom is set to become a regional hub for the Romanian-born, Renault Group-owned brand, offering cutting-edge customer service and convenience with a distinctly eco-conscious edge.
A Showcase of Modern Motoring
The new Dacia Letchworth facility embodies the adventurous and practical spirit of the brand. The showroom has space to display four new Dacia models—including the headline-grabbing Bigster, Dacia’s first C-segment SUV, which recently debuted in the UK with the help of the world’s loudest town crier.
Outside, up to 100 Approved Used vehicles are available, giving customers a wide range of choice at Dacia’s signature value-for-money price point. But it’s not just about vehicle sales—the facility also features a comprehensive aftersales department with an 11-ramp workshop equipped to handle everything from routine servicing to complex repairs.
A Destination for All Drivers
In a move that reflects Dacia’s inclusive and forward-thinking approach, the new retailer includes 24/7 electric vehicle charging available to all—regardless of the badge on the bonnet. This customer-first offering adds convenience for local drivers and supports the growing demand for accessible EV infrastructure in the region.
Building a Stronger Automotive Future
The opening of Dacia Letchworth is not only a win for car buyers—it’s a boost for the local economy. The new facility builds on the 30-strong team from the previous franchise on the site and is expected to create additional employment opportunities as operations expand.
Paul Callis, Managing Director of the new site, expressed his enthusiasm:
“We are incredibly proud to be appointed to represent Dacia and fill the gap in the area. We are sure that the adventurous spirit of the brand, its practical designs and renowned value for money will appeal to plenty of people in the home counties.”
Luke Broad, Dacia Brand Director for the UK, added:
“This facility is a real benchmark for Dacia and is a fantastic illustration of our brand. It further boosts the service and sales availability for our owners and prospects in the area. It adds another chapter to Dacia’s success story, attracting more customers than ever thanks to our new model launches that have never been more aligned to drivers’ needs.”
A New Era for Dacia in Hertfordshire
With its modern design, sustainable touches, and customer-centric features, Dacia Letchworth is a clear signal of the brand’s long-term commitment to the UK market. As the brand continues to attract attention with bold new models and an unwavering focus on value, the new Letchworth site is set to become a cornerstone of Dacia’s presence in the region.
Whether you’re a long-time fan or curious first-time buyer, Dacia Letchworth offers a fresh and dynamic gateway into one of Europe’s fastest-growing automotive names.
