«A logical step»
We missed the chance to present the new Dacia Striker. But instead, we have an interview with Frank Marotte, Senior Vice President of Sales, Marketing & Operations. Marotte began his career over 30 years ago at Peugeot, then moved to Toyota in 2013 – and has been with Dacia since 1 February.
radical: Dacia has ventured into the fiercely competitive C segment – with Jogger, Bigster and now a third model. Why this move upmarket?
Frank Marotte: Dacia has developed a lot in recent years, expanding its model range and creating a distinctive design language. We consistently implemented the new brand identity across the vehicles, in showrooms and of course in communication. This has given the brand a strong boost and new appeal. It was therefore a logical step to enter the segment that is the largest both in Europe and in Switzerland. After the great success of the Bigster, we introduced Striker this week – a cool new crossover that will go on sale later this year. And in true Dacia tradition, it will offer exceptional value for money, with an entry price of under 25,000 euros.
radical : How much does the larger Bigster influence sales of the smaller Duster?
Marotte: The Bigster complements the Duster, which has become something of an icon and earned a reputation as a highly competent off road all wheel drive model. The Bigster is ideal for customers who need more space and interior versatility, its most popular powertrain is the full hybrid (4×2). But both Duster and Bigster will soon be available as Hybrid 150 4×4 models. These automatic all wheel drive versions are perfect for Switzerland with its mountains and snowy conditions.
radical: How can Dacia meet CO₂ targets while remaining an affordable “Smart Buy Brand”?
Marotte: By the end of the year, Dacia will offer a full hybrid version for every model. This allows us to reduce fuel consumption by around 40% compared to turbo petrol engines. The cars drive electrically 80% of the time in urban environments and always start in electric mode – without needing to be plugged in. That is still exactly what many customers want today. Meanwhile, the Dacia Spring, our electric model in the A segment, was the best selling A segment EV in Europe last year and the number two among private customers in Switzerland.
radical: When will more Dacia EVs arrive? Will future Dacia EVs be developed together with Renault? Or is that still too expensive?
Marotte: The cooperation with Renault is already a reality – platforms and technologies are shared. But Dacia only introduces EVs in segments where they remain affordable for Dacia customers. In 2026, Dacia will launch a new EV in the A segment, with a starting price below 18,000 euros and produced in Europe. And this week we announced that Dacia will have a total of four EVs in its portfolio by 2030. Electrification (EV and hybrid) in Dacia new car sales will rise from today’s 20% to around 66% by 2030.
radical: In Switzerland – a premium market – Dacia has become a top 10 volume brand and No. 3 among private customers. Will the rise continue?
Marotte: Dacia has developed nicely in Switzerland. As you said, we have overtaken many brands in the sales rankings, and among private customers we are the third largest mainstream brand. Not all customers can keep up with the price developments we’ve seen in the market over the past ten years. These increases were driven by EU regulations, new driver assistance systems and new engine requirements. Dacia must comply with these as well – but thanks to strict cost discipline, our “design to cost” approach and high factory utilisation, we’ve managed to maintain our position as the brand offering the best value for money on the market.
radical: Dacia is extremely successful across Europe as well – what are the next goals?
Marotte: Dacia is now the second most purchased brand among private customers in Europe. The Sandero is the best selling model of all brands in Europe. Our next goals are to further expand the hybrid lineup, including the Hybrid 4×4 powertrain, launch the new A segment EV, and introduce the new Striker in the C segment. We will certainly share more details about the three additional EV models planned by 2030 when the time is right.
radical: The Sandero has been the most successful model for years. Isn’t there a risk it may be overlooked as Dacia moves upward?
Marotte: The Sandero remains the heart of the brand – our B segment offering that embodies Dacia’s core values like no other model: focused on essentials, with the Sandero Stepway expressing “robustness and outdoor spirit”. All models are eco smart, equipped with hybrid technology and offering low total cost of ownership.
radical: Dacia is active in motorsport. Doesn’t that contradict the idea of sensible, affordable products?
Marotte: Through its Rally Raid involvement, Dacia has been able to showcase its brand values of “robust and outdoor” in an emotional and credible way. The fact that the Dacia Sandriders team with Nasser Al Attiyah and Fabian Lurquin won the Dakar Rally in January 2026 is simply fantastic. We are looking forward to the upcoming races in Portugal and Morocco this year.
radical: If you had one last tank – petrol or electric – which car and which road would you choose for the experience?
Marotte: I would take my Duster to go skiing in the Alps because I’m confident I can get there regardless of the road conditions!
It is clear that this interview has passed through various ‘filters’; we can’t help that. And neither can Mr Marotte, probably. You can find other interesting interviews in our archive.
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