“We could take a Renault Australe and try and make it simpler to make a Dacia Bigster, but you would have all the spec still. We don’t have an ‘A’ brand, and try and then make that car into a ‘B’ brand.
“If you look at the Jogger against its rivals, they are all 250kg heavier as they are carrying that higher spec. This has a cost.
“We’re not rooted by a minimum spec. We come from the bottom up, and add the minimum technology we need. Rivals come from the top down as they have to platform share.”
Bigster market research
The Bigster breaks new ground for Dacia in going into the C-segment for the first time. As part of its development, Dacia researchers went to Germany to speak to 400 owners of German SUVs to find out what they considered to be ‘essential’ technology for a model in the family SUV segment.
That’s what has led to the likes of a powered tailgate, a powered driver’s seat and dual-zone air conditioning being offered on a Dacia for the first time.
“We wanted to make sure that buyers here didn’t feel like they had downgraded, to get the right level of essential kit. We really talked to people, and played a game of to buy or not to buy based on different kit. It was hard to guess!
“We did a bit in the UK too but the ‘codes’ between German and British buyers are very similar. The proportion of buyers from Germany versus France is much higher than with our other models.”
The Bigster has had the most successful pre-sales period in Dacia history and more than four in five had never had a Dacia before. More than 90% of buyers have gone for the top trim level, too.
“We need to make sure people ‘cross the road’ to come and check out Dacia. We have offered a €25,000 Bigster but most have bought a €30,000 one. They’re happy and we’re happy.”
Market positioning
Dacia has more than doubled its sales over the last seven years from around 300,000 to almost 700,000 in 2024, and the brand enjoys strong loyalty with more than two thirds of buyers staying with the brand.
