What will be the impact of Bigster for Dacia? We talk about it with Xavier Martinet

Dacia is ready to make a leap in quality with the Bigster, its first C-segment SUV, and to fundamentally change the way consumers perceive the brand. In an exclusive interview with Xavier Martinet, Dacia marketing director, we discover how the brand has already undertaken a transformation journey, with a new design, a renewed image and a positioning closer to European generalist brands.

Swift tells us about the strategy behind the launch of the Bigster, a model designed to offer all the features that customers expect from a C-segment SUVbut at a very competitive price compared to rivals on the market. With particular attention to the quality-price ratio and the needs of consumers who do not want to sacrifice their lifestyle for the purchase of a carthe Bigster represents a real revolution in the segment.

Dacia intends deliver on its promise of uncompromising accessibilityfacing the challenge of electrification and maintaining a leadership position in mobility with low environmental impact, thanks to complementarity with the Renault group. This is an opportunity to understand how Dacia is preparing to conquer a new audience with an offer that combines innovationdesign and unparalleled value.

The Bigster represents Dacia’s debut in the C segment. How do you think this model will change the perception of the brand among consumers?<\/div>“,”interviewee”:”

In recent years, we have already made many strides to change the brand image. We changed the logo, the colors and introduced models with a more attractive design, such as the third generation Sandero, which marked a big improvement compared to the previous version. We knew that the launch of the Bigster in 2025 would be a pivotal moment and we worked to position Dacia so that customers could say: \”I can imagine myself driving a Dacia, I want to buy it<\/em>\”. Today, we are reducing the gap with generalist brands in Europe, and the data confirms this. We have a high level of loyalty: 68% of our customers who buy a new Dacia, choose Dacia again, a higher figure than many other mainstream brands in Europe<\/div>“,”after_content”:null},{“s”:”arr”}),({“interviewer”:”

What is Dacia’s strategy to maintain the “value for money” positioning without sacrificing quality and technological features, especially with a larger product in a competitive segment like the Bigster?<\/div>“,”interviewee”:”

Our strategy remains the same as always: offering an unbeatable quality-price ratio. Even as we move towards higher segments, such as C-SUVs, where prices have increased by 30% in the last five years, we see this situation as a unique opportunity. We want to offer a real alternative in the segment, with all the features that customers expect, but at a price that remains accessible. Our goal is to find the right balance between technology, design and cost, maintaining our promise of accessibility and quality.<\/div>“,”after_content”:null},{“s”:”arr”}),({“interviewer”:”

With the growing focus on electrification, is there a roadmap for an electric version of the Bigster or other future zero-emission models in the Dacia range?<\/div>“,”interviewee”:”

Our current priority is the Dacia Spring, which was one of the first electric cars under 20,000 euros to hit the market. This proved that there is a demand for affordable electric vehicles. The next step will be the renewal of the Sandero, scheduled for 2027-2028, which could represent a new stage for Dacia in the electric world. However, we will continue to focus on low environmental impact mobility and on the offer of LPG engines, maintaining our identity as an accessible and versatile brand. Our strength lies in our complementarity with the Renault group, which allows us to maintain a diversified offer suited to the needs of each customer.<\/div>“,”after_content”:null},{“s”:”arr”})),{“s”:”arr”}),”interviewer”:({“name”:”Tommaso Marcoli”,”avatar”:”https:\/\/cdn.tomshw.it\/storage\/users\/avatars\/Qg9M9ZHHDxqrmLtvMBZu8tyfKWQoIl0wHApip3SF.jpg”},{“s”:”arr”}),”interviewee”:({“name”:”Xavier Martinet”,”avatar”:”https:\/\/cdn.tomshw.it\/storage\/interview\/avatars\/5EQ4BKtyITTO7tlJtWPNJpBoWRWsXhQ8TurZL9wK.jpg”},{“s”:”arr”})},”memo”:{“id”:”4UQ43QhGaqGtYABHDOub”,”name”:”interview”,”path”:”automotive\/quale-sara-limpatto-di-bigster-per-dacia-ne-parliamo-con-xavier-martinet”,”method”:”GET”,”children”:(),”scripts”:(),”assets”:(),”errors”:(),”locale”:”it”},”checksum”:”d851eb7fbce1198d3503297f73c99c1cd6e2e0ab12d9e61b4759802ca4e9355a”}” wire:effects=”()” wire:id=”4UQ43QhGaqGtYABHDOub” id=”interview”>

Tommaso Marcoli

The Bigster represents Dacia’s debut in the C segment. How do you think this model will change the perception of the brand among consumers?

Xavier Martinet

In recent years, we have already made many strides to change the brand image. We changed the logo, the colors and introduced models with a more attractive design, such as the third generation Sandero, which marked a big improvement compared to the previous version. We knew that the launch of the Bigster in 2025 would be a pivotal moment and we worked to position Dacia so that customers could say: “I can imagine myself driving a Dacia, I want to buy it“. Today, we are reducing the gap with generalist brands in Europe, and the data confirms this. We have a high level of loyalty: 68% of our customers who buy a new Dacia, choose Dacia again, a higher figure than many others mainstream brands in Europe

Tommaso Marcoli

What is Dacia’s strategy to maintain the “value for money” positioning without sacrificing quality and technological features, especially with a larger product in a competitive segment like the Bigster?

Xavier Martinet

Our strategy remains the same as always: offering an unbeatable quality-price ratio. Even as we move towards higher segments, such as C-SUVs, where prices have increased by 30% in the last five years, we see this situation as a unique opportunity. We want to offer a real alternative in the segment, with all the features that customers expect, but at a price that remains accessible. Our goal is to find the right balance between technology, design and cost, while maintaining our promise of accessibility and quality.

Tommaso Marcoli

With the growing focus on electrification, is there a roadmap for an electric version of the Bigster or other future zero-emission models in the Dacia range?

Xavier Martinet

Our current priority is the Dacia Spring, which was one of the first electric cars under 20,000 euros to hit the market. This proved that there is a demand for affordable electric vehicles. The next step will be the renewal of the Sandero, scheduled for 2027-2028, which could represent a new stage for Dacia in the electric world. However, we will continue to focus on mobility with low environmental impact and on the offer of LPG engines, maintaining our identity as an accessible and versatile brand. Our strength lies in our complementarity with the Renault group, which allows us to maintain a diversified offer suited to the needs of each customer.

Source: www.tomshw.it

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