9:17 am, January 8, 2026
Dacia UK has appointed a new brand director as its outgoing chief heads to Renault Retail Group UK.
Lina Ribeiro takes up the role of leading Dacia in the UK replacing Luke Broad, who has been promoted to managing director of Renault Group’s own dealer group.
Ribeiro, who was previously Renault Group UK head of sales operations, has more than 20 years’ experience in the car industry.
An official statement said she has ‘led teams through strong periods of growth thanks to her straightforward, consistent and quietly inventive leadership style’.
Commenting on her new role, 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.’
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.’
Broad takes over from Frederic Maillard, who has been MD of Renault Retail Group since May 2023.
Writing on LinkedIn, Broad said: I officially started on January 2, and over the past few days I’ve been out visiting our branches, meeting our talented teams, listening, and getting a clear view of where we are strong and where we need to sharpen execution.
‘Retail is where our brands come to life for our customers, so my focus is simple: Profitable growth, a consistently excellent customer experience, and strong operational discipline.’
