Dacia design chief David Durand outlined his vision for the brand while meeting on a snow‑covered Alpine pass overlooking Lake Annecy at about 1,830 metres. Drawing on his personal enthusiasm for outdoor pursuits, he has repositioned Dacia toward lifestyle‑flavoured, activity‑focused family cars that emphasise straightforward utility alongside a rugged, cool image.
Durand joined Renault 29 years ago as an exterior designer and made early marks with the Koleos concept and the Ellypse, which previewed the Modus. After periods with design teams in Barcelona, Seoul and São Paulo, he returned to lead Dacia design; as exterior design director in 2020 he shaped the Bigster concept and has continued evolving a chunky 4×4‑inspired direction since becoming overall design boss. The brand makeover formed part of former Renault Group CEO Luca de Meo’s wider “Renaulution” strategy.