Adapting it for Duster duties cost a little more, mainly for the reinforced sills and ride height, but from there, for the extra-large Bigster, the only major change has been to extend the A-pillars by 50mm.
Every kilogram is managed, too. The reason the Bigster doesn’t offer a seven-seat interior is because Dacia worked out only 25% of buyers in the segment consider them but the added weight would require strengthening for the rear axle, which would add expense across the range. Ergo the Bigster is a five-seater only, being ruthlessly focused on the main audience.
Which brings Le Vot to his second point: the importance of learning what the intended buyer really wants and then not straying beyond that kit level by so much as an additional USB-C port.
“We’ve been studying the Germans, I must confess,” he says, smirking. The Germans are the big market for cars like the Bigster. They’re also fussy, which is crucial. If our German chums ‘need’ something in their C-SUV, you damn well better offer it. And if they don’t, nobody else will want it and you’re off the procurement hook.
“If the car doesn’t have AC [air-con], then it’s disqualified. But if I offer, whatever, electric seats for the front passenger or AC in the seats? No need: it’s not disqualifying. So we have dual-zone AC [in the Bigster], which we’ve never had before, and we have two-tone paint and an electric tailgate. These are the things we will offer, and if we don’t, they will say ‘I’m not buying’. Hundreds of people. It’s complicated; new territory for us.”
The final part of the equation is the supplier negotiations, where Le Vot’s sojourns in hard-nosed Russia has fortified his resolve. By all accounts, this charismatic Frenchman and his accomplices in accounts are utter bastards.
Le Vot says: “We define the car [at] €25k and the hybrid [at] €30k, then we split this price. It seems obvious, but most manufacturers don’t do that.
“They design the car they want to have, then give the parts to suppliers, negotiating like hell to get the best price, but the best price is a surprise. When you expect €100, you get €110 more often than €95.
