Dacia presents a new brand profile and innovative outdoor concept

“Essential, robust and environmentally smart”: The Romanian Renault subsidiary Dacia presented its new values ​​at the Brand Manifesto Days in Le Bourget near Paris, which will shape the brand and its vehicles for years to come. The aim is to seamlessly continue the success story of the past few years and further consolidate the position as a leading brand for affordable mobility.

The basis of Dacia’s future plans is the Renaulution strategic plan, presented at the beginning of 2021, which sets the course for each group brand. The goal for Dacia is to further develop the image as an essential, focused brand with an authentic range of models at the best value for money. Dacia can look back on a real success story: in 18 years, 7.5 million cars left car dealerships, and the brand took third place in the European registration statistics for private customers.

According to their own statements, Dacia vehicles are now increasingly appreciated by financially well-off customers who spend their money wisely and avoid excessive consumption. Dacia has come more than ever to the center of society. Therefore, the brand now wants to expand its activities to the compact class without neglecting its credo of affordable mobility.

“Year after year, Dacia attracts new customers looking for what is perhaps most valuable in today’s world: the essentials. These customers want a rational, responsible society and have a new way of looking at the car. They are interested in cars that combine space, comfort and current appearance with maximum affordability. This is Dacia.” – Denis Le Vot, CEO Dacia

To appeal to an even wider customer base, Dacia has developed a new brand identity, a new logo, a new design and new colors in recent months. These innovations go hand in hand with the brand’s traditional virtues, which should also endure in the future.

Dacia wants to be “essential and cool”.

In the 18 years that have passed since the brand’s relaunch, Dacia has always offered its customers the essentials. But over time, the view of what is essential has changed. In 2004, for example, unlike today, air conditioning was not considered indispensable. Multimedia systems are also part of the basic equipment in cars today. However, Dacia goes its own way here: instead of two or three screens in the vehicle, the brand has the Media Control System, a fast and intelligent way to connect the driver’s smartphone to the vehicle to use all the essential multimedia functions.

As another smart touch, the Dacia Media Control app offers the driver suggestions for break times and locations. This new feature has been developed by Dacia teams in collaboration with Software République, an innovation pool for sustainable, safe and intelligent mobility co-founded by the Renault Group.

Dacia also combines smart, creative solutions with an attractive design, as demonstrated by the modular roof rack that replaces the traditional rack system. In addition to the cool appearance, the price of the innovative solution is comparable to the price of conventional roof bars, in line with the brand’s image.

Robust and built for outdoor activities

Reliable and robust are two essential characteristics of Dacia’s success. Customer loyalty is a good proof of this: in France, Dacia customers keep their car for an average of eight years, and 60 percent of them replace it with a new Dacia. Another example of the good price-performance ratio: the residual value of a Dacia model at resale is on average around ten percentage points above the value of comparable volume models.

The core features make Dacia vehicles the ideal companion for outdoor activities, but also for professional use. In the future, Dacia wants to take this trend into account by expanding its range of models that allow trips off the beaten track. In addition to four-wheel drive systems, Dacia wants to offer special accessories for outdoor activities, including a kit from 2023 to set up a double bed in the Jogger in minutes. There is also a tent for up to four people, which is directly connected to the vehicle.

Eco-smart: ecology meets economy

To conserve resources, save fuel and achieve good value for money, Dacia uses existing technologies wherever possible. An example of this is the proven CMF-B platform for Sandero, Sandero Stepway and Jogger. Doing away with redundant technology or purely cosmetic features reduces weight and thus fuel consumption – good for the owner’s wallet and the environment. The Jogger, for example, is 300 kilos lighter than its 7-seater competitors.

The use of recycled products is also a priority for Dacia. 12 percent of the plastic used in the Duster consists of recycled materials – significantly more than the European average for new cars.

In the future, Dacia wants to significantly increase the proportion of recycled plastic in its models. The target is 20 percent in the new generation of Duster. To achieve this, visible exterior parts are also made from recycled materials. Dacia started with the Sandero Stepway skid plate and will continue with a new material: Starkle, an environmentally friendly and robust blend of recycled polymers.

A look at the features of the future model series

With the new Manifesto Concept study, Dacia is already giving a glimpse of the development of its future model range. The off-road concept, reduced to the essentials, emphasizes the classic brand values ​​such as economy, aims for the smallest possible ecological footprint and, as a test vehicle, presents details of the upcoming model generation.

The Manifesto combines the concept of a minimalist four-wheel drive with a host of ideas designed to make everyday life on and off the beaten track significantly easier. Affordable and environmentally friendly, the concept car enables a direct exchange with nature and accompanies users in their various outdoor activities. The unfiltered open-air experience is already guaranteed by the deliberately reduced vehicle design, which omits doors, windows and windscreen. Like a multi-tool, the tailgate also functions as a versatile work surface. The Manifesto also leaves the beaten track when it comes to light: instead of the usual two headlights, it has a solo light unit that can be detached and used as a powerful flashlight if necessary.


The study has all the hallmarks of an off-road vehicle, including four-wheel drive, above-average ground clearance, oversized wheels and a body that can withstand even the most demanding terrain. In addition, there is a waterproof interior: the entire interior of the vehicle can be easily cleaned with a water hose. Another useful detail for excursions outside urban areas: the removable seat covers can be converted into sleeping bags in seconds.

Dacia Manifesto’s roof bars can carry a wide range of loads as the bars can be moved to create different configurations. The Sandero Stepway and Jogger models already have a similar modular roof rack as standard, which will also be available for the Duster in the future. Another useful outdoor detail: a removable battery connected to a household outlet serves as a reliable source of energy for activities far away from the mains.

Environmentally friendly recycled materials

The Dacia Manifesto concept car has a minimal ecological footprint. Even the low vehicle weight contributes to a low energy requirement. Much of the body of the Manifesto is made from recycled plastic made from recycled post-consumer polymers. The mottled surface, called Starkle, is typical. Natural materials are also used in the interior of the Manifesto concept car, such as the cork lining of the dashboard. As with its latest production models, Dacia also deliberately does without chrome decorative elements.

Dacia Manifesto Concept Cockpit

Another innovative feature of the concept car is the airless tyres, which not only protect the environment but also save costs. One feature is the excellent durability: the tires are puncture-proof and designed for the same lifetime as the vehicle itself.

At Dacia, we like to be realistic. Therefore, we not only develop new ideas in 3D simulations, but also want to know how they look in reality. The Manifesto Concept Car is more than a design object, it also embodies our vision and brings together a wide range of innovations. Some of these are extreme but still affordable for customers. We will use some of them in future Dacia modelssays Dacia Design Director David Durand.

Source: Dacia – press releases of 16.09.2022

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