Cookie Consent by Free Privacy Policy website Dacia: an attractive design that doesn’t cost more
maggio 03, 2022 - Dacia

Dacia: an attractive design that doesn’t cost more

Comunicato Stampa disponibile solo in lingua originale. 

The appeal behind the #design of Dacia's latest models is that it is simple and authentic, it imbues a sense of sturdiness and the pull of adventure. British-born #milesnurnberger has been #dacia Director of #design since June 2021. Having spent 14 years at Aston Martin, he now gives us a keen perspective on how the #dacia #design gained greater appeal without increasing the price of the cars. 

Design has not always been Dacia's strong point when the brand was reborn 18 years ago. The first-generation Logan was primarily intended to be the cheapest new car on the market. However, for several years and especially with the current range (Duster, Sandero, Jogger), the #design of #dacia became really attractive. Of course, this transformation did not happen overnight. It is the result of an increasingly thorough application of the #dacia brand philosophy at all stages of model development. Starting first and foremost with smart and efficient #design.

Good #design doesn’t need to cost more. Every day, we push the team for smart thinking to develop engineering which is valuated to the customer.
Miles Nürnberger, #dacia Director of Design

Simple and authentic, the strength of Dacia

Miles sees the brand’s leading #design hallmark is that each model meant to be readily distinguished from the others at a glance. Duster is a ‘real’ off-roader, Jogger is the ‘real’ family car. "At #dacia, what you see is what you get" explains Miles. A principle inspired from the WYSIWYG that revolutionized text and HTML page editors for the Web.

Dacia has a very practical vision of #automotive that covers its customers’ most essential needs. Determining what is or will be essential on vehicles sold in 2 to 3 years’ time while refusing to constantly add more means that bold #design choices must be made. Miles sees the creative process as “something pure, almost fundamental”. "Dacia is a challenge. You really have to be quite frugal. At Aston Martin, you could #design with little and sell for a lot. At #dacia it is the exact opposite. And it’s not any easier!"

The brand’s designers are guided by a very clear #design landscape: every line must give a sense of sturdiness, adventure, and the great outdoors… simplicity and authenticity are essential ingredients of the brand’s appeal. "Dacia must give customers simple pleasures with a taste of adventure" says Miles.

The #design of #dacia cars has greatly evolved through the power of engineering. The new CMF-B platform makes for a larger wheelbase, with all four wheels pushed further outwards, wider tracks, and larger diameter wheels. The modern base is essential in achieving harmonious and contemporary proportions on the latest models.

You have to keep in mind that the #automotive market follows trends, and fashion comes and goes. At #dacia, designers are liberated from the yoke of all things ephemeral. Every part and each piece of equipment is designed with great thought given to their true utility. As Miles says, “Striping back the bells and whistles and focusing on the basics is not necessarily a thought process that comes naturally.

Of course, the visual aspect of #dacia models has evolved with the changing times. The front-end optics are now LED, the aerial is now a shark-fin antenna, the door handles are now like fridge handles… just enough to stay contemporary. No more, no less. That is precisely where Miles sees the inherent difficulty. “You have to make the right choices at the right times to give customers what they ‘truly’ need now or in the future without going ‘too far’.”

 to the virtuous cycle of ‘less is more’.

At #dacia, every part counts. Just as Miles sees it for customers for whom “Every Euro counts!” The creative process for designers is one that strives for clean lines. Volumes are filled-in, shapes are clear-cut, lines are true, and the clean intersections have been fine tuned.

"This is real #design, not some style that will go out of fashion. That's good news for our customers who tend to hold on to their cars for a long time. We have to focus on just the right spot, where it is both visible and useful for the customer. Nothing more."

No frills, no trendy gadgets. Nothing used to hide or cover up.” Simplicity leads to pared back #design, but it also makes it lighter and easier to make and repair. Miles adds “Nobody likes it when things are complicated. Less technology means less obsolescence and more reliability.”

One of the best examples is the Sandero’s front and rear skid plates in mass-coloured plastic. It took quite some effort to fine-tune their final #design. The shape couldn't cause zebra stripes (uneven colouring) when casting the plastic mould. In using mass-coloured skid plate, it made it cheaper to produce (no painting) and more resistant to everyday wear and tear. Now that is smart and efficient design!

The modular roof rails on the Sandero Stepway and Jogger are another tangible example of ingenious #design. “The brand has moved from a point of simple consideration into a point of where the #design, the product, everything around you, is desired and sought after.

Dacia customers are always very rational when purchasing a car. But they also listen to their feelings. As proven by the commercial success of the new #dacia #design. Miles concludes, saying, “A successful #design doesn't have to cost more... even though customers see its value. More and more #people are buying #dacia models for their appealing #design. The price is just the cherry on top!” 

News correlate

giugno 25, 2021

Comunicato Stampa disponibile solo in lingua originale. Miles Nürnberger will join the #dacia & LADA Business unit as Design D...