Design boss calls for complementary 'sensual' Renault and 'Germanic' Dacia brands
James Attwood, digital editor
12 December 2018

Renault’s design boss, Laurens van den Acker, says the firm will phase out the use of Renault-badged Dacia models in certain markets – a move that he says will free up the Romanian brand’s cars to take on more individual designs. 

Dacia models such as the Duster, Logan, Sandero Stepway and Dokker are sold as Renaults in markets such as Russia, Mexico, South Africa and India. 

“My goal is to have a unique global Renault line-up,” said van den Acker. “Cars that are Renault derivatives of Dacias, I want that to stop. 

“I can’t argue with the business sense to do it, because Renaults were expensive for some markets and Dacias were relatively modern cars that were reliable and affordable, so we rebadged them. It helped us gain a foot in those markets. But now we start to sell more cars in markets such as Russia, we will start to differentiate.” 

The Russian-market Kaptur – which looks similar to the Captur SUV but is a larger car built on a Duster platform – was the first Renault developed specially for emerging markets, followed by the recently unveiled Arkana crossover. 

The one Renault-badged Dacia that will remain is the Duster because it is one of the firm’s bestselling cars in most markets, said van den Acker. The second-generation Duster is currently being introduced around the world. 

Van den Acker added that phasing out Renault-badged Dacia models will further liberate the design of future Dacias. He said that the “next-generation Dacia is going to be great”, adding: “We’ll try to be clever. I’m pushing Renault to be very Latin and sensual, and Dacia to be Germanic and robust. This strategy is working great for us.”

Our Verdict

Dacia Duster 2018 road test review hero front

Romania’s value champion compact crossover enters a second model generation. It still might not be as refined as other SUVs, but the Duster is very much in a class of its own

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Comments
11

12 December 2018

Renault to be sensual and latin? Why latin? Shouldn't they be gallic?

12 December 2018

France, Spain, Italy and Portugal are latin, the same for their languages! You should study more!

12 December 2018
RF1T wrote:

France, Spain, Italy and Portugal are latin, the same for their languages! You should study more!

No need to be an arse about it, personal attacks are totally unnecessary. Past french cars have been referred to as having gallic charm, that is what I was alluding to. Nevermind.

12 December 2018

The fake side-snorkel on the new Duster really bothers me. And I don't even own one. Hopefully "Germanic and robust" will also mean function-driven design.

MrJ

12 December 2018

'Germanic' Dacia sounds like marketing-speak - what's wrong with being Romanian?

As for Renault being 'Latin,' Acker clearly does not know where Romania's name has its roots.

12 December 2018

Dacia never was Romanian, they always made Renault's since day one so the best they were was french... old french!

12 December 2018

Sorry but if they were true "Romanian" the brand would only be associated with Donkeys pulling trailers & Borat!!!!

12 December 2018
jagdavey wrote:

Sorry but if they were true "Romanian" the brand would only be associated with Donkeys pulling trailers & Borat!!!!

Borat albeit a fictional character, was Kazakh 

12 December 2018

Dacia is the national car in Romania. Yes, they were making Renault clones, but they are a Romanian brand.

Vauxhall is marketing Opel cars with a different badge but few around here regard them as a German brand.

JLR is fully owned by an Indian company but we regard them as British to the bone.

Rolls Roys is owned by BMW and uses BMW technology. So is Mini.

Bentley is VW.

And so on.

 

Actually, most car manufacturers are owned by various entities from different countries, they build their components in many places and assemble their cars in different locations.

12 December 2018

You don't understand what i meant to say, i don't say Dacia is French because belongs to Renault, i said Dacia is french because they always made franch cars, Dacia never built a car of their own very different fron Vauxhall, Dacia always made Renault's it's DNA is Renault!

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