The appeal behind the design of Dacia's latest models is that it is simple and authentic and imbues a sense of sturdiness and the pull of adventure.
British-born Miles Nürnberger has been Dacia’s Director of Design since June 2021. Having previously spent 14 years at Aston Martin, in this video Miles gives us a keen perspective on how the Dacia design has gained greater appeal without increasing the price of the cars.
Miles sees the brand’s leading design hallmark is that each model is 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 revolutionised text and HTML page editors for the Web.
Dacia has a very practical vision of automotives that covers its customers’ most essential needs. Determining what is or will be essential on vehicles sold in two to three 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!"
Discover the award-winning Dacia range here.