| Motors
A revolution called Duster
Having sold over two million units since launch , Duster , a vehicle with an international calling , has become one of Groupe Renault ’ s top-selling models .
acia ' s SUV has made its mark
D in its segment . In seven years , it has won over customers looking for a versatile , reliable and affordable vehicle . Duster ' s powers of attraction are practically limitless . Its highly attractive price , top-level off-road abilities , robustness and design leave no-one indifferent . Read on to find out more about a revolutionary model that has carved out a special place in the wide world of SUVs . Dacia Duster : a scandalously affordable SUV Marketing an SUV at the price of a city car was a bold move . When Dacia made that move in 2010 , it hit on a major success . The theme of affordability was the focus of the Duster ad , in which a somewhat caricatural couple ask about the price of Duster after test driving it . When told that prices start at € 11,900 , the customer is offended : " You don ' t think we ' re going to spend so little ?" The Dacia Duster phenomenon was born . The model sold in over 450,000 units in three years . Building on that success , the brand launched a restyled Duster in 2013 that met with the same enthusiasm , the car ’ s now enviable popularity being expressed from 2016 on in the advertising slogan , “ Another one drives a Duster ”.
Duster ' s price was clearly important at a time of economic crisis , but the car ' s success cannot be reduced to its attractive price alone . The model ' s intrinsic all-terrain qualities have also contributed largely to its success . The car ' s design leaves no room for doubt as to its SUV nature . Without being over the top , the styling is that of a true 4WD model . The front end exudes a sense of robustness . The wide , curvaceous wings , double light units and protective bumper clearly express the car ' s SUV DNA . The raised ground clearance , large wheels ( 16 ") and multiple protective features invite drivers to venture out on the toughest roads and tracks .
The interior is equally outstanding , with a modern , functional and modular cabin . And the impertinence of Dacia ' s SUV does not stop there , as it features C-segment equipment at B- segment prices . Dacia shakes up established cues once again
With the launch of Duster , Dacia confirmed its boldness , first seen six years earlier with the release of Logan . The Dacia brand became a benchmark in new approaches to automotive consumption . It shook up established cues once again with the launch of Duster , a true ,
roomy and versatile SUV for the price of a compact car .
As with all Dacia models , Duster targets customers looking to buy a fairly-priced car , an affordable vehicle with the equipment responding to their needs . In addition to its affordability , the brand moved into a new territory : the SUV market . This served to win over new customers looking for a car with real all-terrain abilities . These new customers include first-time buyers and those who would otherwise have bought a used car . With a new market and new customer base , the Dacia brand is perpetuating its success and even bringing together its own community . The Dacia community organises picnics that every year draw thousands of people in many of the brand ' s countries . Dacia customers are true fans , highly active in the social networks . More than simple customers , they are the brand ' s best ambassadors . Duster , out to conquer the world
Duster was created in response to a simple observation : a true need exists worldwide for roomy , robust and affordable 4x4 cars . But at the time that need was mostly unfulfilled . Which is why Dacia came up with a world first and developed an SUV primarily targeting developing markets . The needs of European motorists were also taken into account from the start of the project .
• In developing countries , the middle classes aspire to owning modern vehicles illustrating their social success . They are also looking for robust , reliable and versatile cars that can stand up to severe and varied climates and conditions of use ( such as long distances and steep , almost impassable roads ). Existing SUVs , most of them imported , often exceed the budgets of the middle classes .
• In Europe , Dacia ' s success demonstrates the existence of customers looking for modern , reliable and affordable cars . But as a whole , the 4x4 offer , though broad , is more about ostentatious and expensive models – often not adapted to off-road use – rather than functional and affordable all-terrain vehicles .
Launched initially under the Dacia brand , Duster was marketed with the Renault badge in 2011 in Latin America ( including Brazil , Argentina , Mexico , Chile and Colombia ) and subsequently in Russia and India . Under the Renault brand , Duster is a true image driver . It targets motorists looking for a prestigious SUV with real off-road abilities . The European version of Duster has been adapted to respond to the specific expectations of international customers , including an " extreme cold " version for Russia , a flex-fuel model for Brazil , and a right-hand-drive model with a special design for India . Designed to take on all types of roads and tracks Duster was available from launch in not one but two versions :
• a 4x4 version for customers looking for a car with real all-terrain abilities
• a 4x2 version for customers seeking the versatility of an all-terrain model and a high-set driving position .
Duster is eminently user-friendly . The car ' s weight ( 1,160 kg for the 4x2 , 1,250 kg for the 4x4 ) combined with its compact dimensions make it particularly agile .
The subframe is adapted to all-road and allterrain use thanks to :
• raised ground clearance of 210 mm
• short overhang ( 822 mm at the front , 820 mm at the rear )
• reduced crossing angles ( 30 ° angle of attack , 23 ° ramp angle , and 36 ° angle of departure ).
The all-terrain and handling qualities of Duster are fully put to the test in renowned motorsport competitions , including the Trophée Andros ( France ), the Rallye des Gazelles ( Morocco ) and the Pikes Peak International Hill Climb ( USA ).
Just a few days before launch , Dacia Duster finished first in the Rallye Aicha des Gazelles in the Crossover category , demonstrating its allterrain qualities and its robustness and reliability . The same applies to the motorsport version of Duster as driven by Alain Prost on the ice tracks of the Trophée Andros in winter 2009 / 2010 . Duster came second in the overall standings after the seven races of the season .
Duster took on a new challenge in 2011 , setting out to tackle the Pikes Peak International Hill Climb . Its first participation in the legendary race was fairly impressive , with Dacia Duster No Limit finishing third .
Duster today is marketed in some 100 countries under the Renault and Dacia brands . In seven years , Duster has proved an immense success , selling in over two million units worldwide .
The Duster story is set to continue in 2017 with the reveal of New Duster at the Frankfurt Motor Show on 12th September .
www . farmingmonthly . co . uk September 2017 | Farming Monthly | 53