David Durand: Well, I’m super honored to win this concept card prize. In fact, we were surprised to see how many people appreciated the freshness of this concept. And probably it was not an object that people were expecting from Dacia – it was a bit surprising for the car designer professionals. In fact, we built this concept to communicate the evolution of our brand values, illustrating it in the design way instead of just talking about it.
We are not going anywhere near luxury or something, but trying to make the brands even more desirable and showing that design is not more expensive. It takes a bit longer, it’s a bit more complicated, but it’s possible to make a good design and keep it at an affordable price.
Getting this recognition from all those well-known car designers is truly an honor for me. I’m very proud.
Car Design News: The word radical gets used quite a lot, but it is really a radical form. There’s minimal screens, there’s cork in there, there’s canvas. It feels really rugged. I’m just very curious as to when you presented this to the higher ups at Dacia, did they immediately believe in