In a bold move that signals both continuity and transformation, Renault Group has appointed Mercedes-Benz veteran Katrin Adt as the new CEO of its budget-friendly brand, Dacia. The announcement, made on September 1, 2025, marks a pivotal moment for the Romanian marque as it prepares to electrify its lineup and expand its footprint across Europe. Adt succeeds Denis Le Vot, whose tenure saw Dacia evolve from a regional player into a pan-European powerhouse.
With nearly 26 years of experience at Daimler and Mercedes-Benz, Adt brings a wealth of leadership, retail, and transformation expertise to the table. Her appointment is more than a personnel change—it’s a strategic recalibration for a brand that’s ready to challenge conventions in affordable mobility.
🚗 A Brand on the Rise
Dacia has long been known for its no-frills, value-driven approach to carmaking. Models like the Sandero, Duster, and Jogger have earned a reputation for reliability and affordability, making Dacia a favorite among cost-conscious consumers. Under Denis Le Vot’s leadership, the brand expanded its lineup, improved quality, and solidified its position on the European retail podium.
Now, with the launch of the C-segment SUV Bigster on the horizon and electrification looming large, Dacia is entering a new phase—one that demands both innovation and discipline. That’s where Katrin Adt comes in.
👩💼 Who Is Katrin Adt?
Adt’s résumé reads like a masterclass in automotive leadership. A trained lawyer, she has held several senior roles at Daimler, including:
- CEO of Mercedes-Benz Luxembourg
- VP of Human Resources Development
- CEO of the Smart brand, where she oversaw its transition to a fully electric lineup
- CEO of Mercedes-Benz Own Retail Europe
- Head of Corporate Audit at Mercedes-Benz
Her career has been defined by transformation, customer-centricity, and a deep understanding of retail dynamics—qualities that align perfectly with Dacia’s evolving mission.
🔋 Electrifying “à la Dacia”
One of Adt’s primary challenges will be guiding Dacia through its electrification journey. But this isn’t about chasing trends—it’s about doing it the Dacia way: smart, simple, and accessible. As Renault’s Chief Growth Officer Fabrice Cambolive put it, “We will tackle the next challenge together: electrifying the product range ‘à la Dacia’”.
This means leveraging Renault Group’s EV platforms while maintaining Dacia’s cost-effective ethos. It’s a delicate balance, but Adt’s experience with Smart’s electric transition gives her a unique edge.
🧠 Strategic Realignment at Renault
Adt’s appointment is part of a broader executive shakeup at Renault Group under new CEO François Provost. The restructuring aims to streamline decision-making, accelerate innovation, and bring the company closer to its customers. Cambolive now serves as Chief Growth Officer, while other key roles have been reshuffled to support a more agile organization.
In this context, Adt’s arrival is both timely and tactical. Her retail-focused background complements Dacia’s customer-first philosophy, and her transformation credentials align with Renault’s push for faster execution.
🌍 A Vision for Inclusive Mobility
Beyond electrification and expansion, Adt is passionate about shaping businesses for the future. She’s a vocal advocate for diversity and mentorship, especially for women in tech and automotive. Her leadership style is collaborative, purpose-driven, and rooted in long-term value creation.
“Dacia stands for a bold, intelligent, and accessible vision of mobility,” Adt said upon her appointment. “We are now fully mobilized to carry this extraordinary journey forward—with energy, ambition, and a shared sense of purpose”.
🚀 What’s Next for Dacia?
With Adt at the helm, Dacia is poised to evolve from a budget brand into a benchmark for smart, sustainable mobility. The Bigster SUV will likely be the first major launch under her leadership, followed by a wave of electrified models designed to meet European emissions standards without alienating core customers.
Expect more emphasis on digital retail, customer engagement, and brand storytelling—all areas where Adt has excelled in the past. Her challenge will be to preserve Dacia’s DNA while steering it into a future defined by electrification, competition, and shifting consumer expectations.
🏁 Final Thoughts
Katrin Adt’s appointment as Dacia CEO is more than a headline—it’s a strategic inflection point. With her blend of retail savvy, transformation expertise, and leadership charisma, she’s uniquely positioned to guide Dacia through its next chapter. As the brand prepares to electrify and expand, Adt’s arrival signals a commitment to doing things differently—and doing them well.