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Dacia Bigster Concept Heralds Compact Segment Attack, “All-Weather” Brand Mantra

Luca de Meo, the new CEO tasked to save French conglomerate Groupe Renault has just presented the company’s oddly named “Renaulution” business model to the entire world. The plan includes four main elements, with a new Dacia-Lada “Tout. Simplement” strategy coming second only to Renault’s own “La Nouvelle Vague.”
Dacia Bigster Concept and Dacia five-year strategy 20 photos
Photo: Groupe Renault
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Because we can’t talk about Dacia’s novelties before highlighting a bit of the overall Groupe Renault strategy, its hard-to-pronounce “Renaulution” business plan has three phases. First comes (the aptly named) “Resurrection,” which should run its course until 2023 – focused on recovery, of course.

Next comes the “Renovation” period, which is expected to last until 2025 – this one will see the majority of the brands come with reworked ranges and all-new entries. Last but not least is the “Revolutionage, which hasn’t even been targeted for completion, because it should run its course “from 2025 and onwards” towards making the carmaker a lot nimbler in new technologies, energy, and mobility.

Most importantly, the new strategy will see the creation of just four business units, one being the aforementioned Dacia-Lada branch. According to the presentation, brand identity will remain just as strong going forward, with Dacia adding “a touch of coolness, and Lada, still rough and tough.” Both are supposed to “continue to offer affordable products, based on proven technologies targeting smart buyers, while breaking the C-segment glass ceiling.”

Dacia Bigster Concept and Dacia five\-year strategy
Photo: Groupe Renault
Their new business models are supposed to contribute to the Groupe Renault’s masterplan with increased efficiency – reducing the architecture count from four to just one and also killing off some of the body types as they should come down from the current 18 to just eleven.

The bad news should be compensated by new arrivals, including reinvented iconic models (should we expect a modern Lada Niva in the spirit of the 2021 Ford Bronco?!) and a seven-model launch schedule (two of them in the compact segment) by 2025.

Case in point, we already have the preview of a possible new Dacia model that’s going to perform that “C-segment glass ceiling” breaking. As part of the Groupe Renault’s overall strategy, the Romanian brand has also presented its five-year business plan. And, as part of the new Dacia-Lada unit (note the naming positioning, with the Russian brand coming second), Dacia should “boost its efficiency and competitiveness, while going beyond its perimeter in terms of products.”

The latter part is the most interesting, for sure, as Dacia didn’t just throw in some dry speeches and called it a day with its new strive to become even more efficient under an “unique all-weather business model;” instead we’re also presented with an interesting prototype, the Bigster Concept.

Dacia Bigster Concept and Dacia five\-year strategy
Photo: Groupe Renault
Dacia will stay Dacia, always offering a trustworthy, authentic, best value-for-money proposition to smart buyers. We’ll leverage to the full the CMF-B modular platform, boost our efficiency and further increase our products competitiveness, quality and attractiveness. We’ll have everything we need to bring the brands to higher lands, with the Bigster Concept leading the way,” explained Denis Le Vot, CEO Dacia and Lada brands during the “Renaulution” event.

And those promises have been advanced not just in the form of a new concept, because the company is apparently teasing a new logo as well; the first thing we noticed about the Bigster was the lack of regular branding, with the emblem replaced by an illuminated logotype up front and bold “DACIA” lettering at the back (to the sides and front as well).

Back to the Bigster, its name is foretelling of what happens next. The model it previews should become Dacia’s largest to date, as the prototype SUV comes in at a length of 4.6 meters (over 181 inches), firmly planted into the compact segment. If everything holds true, the new model should become “roomy, robust, with a touch of coolness and an outdoor spirit,” according to Alejandro Mesonero-Romanos, Dacia’s styling guru.

Dacia Bigster Concept and Dacia five\-year strategy
Photo: Groupe Renault
Even better, the company pledges to keep pricing at bay, touting the “cost of a vehicle from the segment below.” Before we get there, let’s check out the concept’s traits, which is around 28 cm (11 inches) longer than a Duster. The latter and the Sandero line remain best-sellers of their respective segments in Europe.

The brand’s new Y-shaped signature is now even more prominent, with the illuminated grille and tough looks making it a cool representative of the latest trends in SUV design. The adventurer spirit is emphasized through lots of plastic cladding (exclusively made from raw recycled plastics) and the forest-like dark green body shade.

Unfortunately, Dacia hasn’t showcased the interior as well. The brand’s fans know very well this is usually the Achile’s heel for the Romanian manufacturer's models, as the spartan cabins are one of the many ways the company keeps costs down and prices in the affordable range.

Instead, they teased the possible arrival with “both alternative-energy and hybrid engines, meaning the brand will always be perfectly in sync with changing regulation and customers' expectations.” With sister company Renault already adept at proposing quite a flurry of electrified powertrains, we’re not surprised some of them will trickle down to the Dacia brand as well.

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About the author: Aurel Niculescu
Aurel Niculescu profile photo

Aurel has aimed high all his life (literally, at 16 he was flying gliders all by himself) so in 2006 he switched careers and got hired as a writer at his favorite magazine. Since then, his work has been published both by print and online outlets, most recently right here, on autoevolution.
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