The price of the models offered by DR is affordable to say the least and this is one of the secrets of its success. But what’s behind it?
Like all existing companies in the world, there is positive and negative feedback that surrounds brands in general, but when the price of the items offered is convenient you can only look at it in a positive way. Those proposed by DR are advantageous to say the least and this is a guarantee of certain success on the market. In order to understand everything, however, it is necessary to do a complete examination of how the Molise company moved on the market, since it preferred to rely on oriental companies in order to reduce production costs.
The brand is Italian and was founded in 2006 by Massimo Di Risio in the municipality of Macchia d’Isernia. Basically, the business was born with the intention of importing and distributing the components of cars produced by various Chinese brands, such as Chery Automobile, BAIC Group, JAC Motors and Dongfeng Motor, assembling and marketing them.
After that, four new brands were born, namely EVO, ICH-X, Sportequipe and Tiger, which differ in market segments. Furthermore, in 2022 Di Risio’s company also acquired the Maserati family brand OSCA. The first product launched by the company is the DR 5, which is a repurposed version of the Chery Tiggo. It was immediately understood that the prices and quality of the models offered were advantageous to say the least, but obviously behind it there is an oriental market different from ours.
DR, because they are in such high demand
Obviously, the brand is new and being able to compete with the giants present on today’s automotive market was absolutely not easy. To do this it was necessary to be able to offer customers, especially the most demanding ones, quality products at an advantageous price.
Many know how production costs are crucial in order to promote a value for the models offered that is suitable for everyone. From what it seems, production in Italy and more generally in Europe where workers’ salaries are higher than those offered in China would not have allowed this economy. In recent years, however, they have been increasing in the Land of the Dragon, especially thanks to an economic improvement in most sectors and pressure from workers supported by unions.
This is also happening in terms of safety at work, which was significantly behind just a few years ago. DR, therefore, relies on components derived from some Chinese models, so as to be able to reduce production costs. In this way, reliability is also not compromised, to the delight of even the most demanding buyers.
The Group has specialized over time in the production of a very wide range of vehicles, of which crossovers and small cars stand out. In 2022, these elements have led to great success for the brand on the Italian market, recording a growth in share, increased from 0.57% to 1.86%.
