Renault Group

Dacia: The colours and materials that embody the brand

29 September 2022

A ‘D’ and a ‘C’, two letters dressed in white, joined together, forming a union at the heart of a black grille. Dacia’s new ‘Dacia Link’ emblem, as seen on the front end of its vehicles, perfectly symbolises where the brand is headed in terms of colours and materials. Bold choices that hone in even more on the brand’s ‘philosophical markers’: essential and simple, but looking for adventure. How does is that reflected in the brand’s current line-up? What does it mean for future models? Helene, Lead Designer in charge of Colours and Materials talks us through decision-making process and gives us an exclusive glimpse of some still unreleased material.


Dacia vehicles exude adventure, family trips into the great outdoors, freedom, fun and togetherness. Why so? Because they are designed to express sturdiness, simplicity, longevity, and spaciousness, all thanks to bold choices in terms of materials and colours that are themselves directly inspired by nature.

A fisherwoman, I have an affinity with nature. What I want to achieve with my work is for it to be consistent with my personal life.

Lead Designer in charge of Colours and Materials at Dacia
Dacia Sandero
Here is the New Dacia Sandero (in the middle) with the New Brand Identity and the new solid paint Lichen kaki

Always seeking the essentials

Attuned to its customers need for the essentials, Dacia approaches automotives differently, tending towards a smarter use of resources. Being pragmatic like that means certain bold choice must need to be made, especially when it comes to the design. In fact, the Colours and Materials division is there on the front line. Leading the team, Helene has the following to say: It is essential for Dacia to work in the most authentic way possible. The customer has to realise that we worked on making our designs simple and essential. Shirking off the trappings of fashion in the search for new materials that are more environmentally friendly is an approach to creative design that is somewhat pure, almost fundamental.”

Hence, Dacia dares. Unveiled last June, the new colour ‘Lichen Kaki’, a shade of green that is reminiscent of moss and earthy tones, became the first so-called ‘solid’ colour to feature in the range. Not only does it underline Dacia's closeness to nature and the elements, but it evokes two of the brand’s essential qualities: it is without mica, (metallic flakes) thus a simpler formulation of the color and thanks to its "non-metallic" aspect, without shiny flakes, the dirt of use is less visible. “The lack of metallic finish in the solid paints give a very robust feel,” says Hélène who specifies that “it suits the robust style of Dacia very well”. This type of paint will be soon expanded across the range of available colours.  


Paint finish is more durable using and is more environmentally friendly manufacturing processes than the chrome plating

No more chrome or leather: two bold choices made willingly

For many, these two materials have long been and still are synonymous with automotives. However, Dacia views chrome and animal-origin leather as things of the past, that it is time to step into a new era and find something ingenious to replace them. In looking for alternatives, the process was guided by the desire for something more durable using more environmentally friendly manufacturing processes. “We tried using materials with the smallest possible carbon footprint, during production and over their lifespan,” says Helene.

Thus, in addition to fabric, the interior of future Dacia models will feature a synthetic leather. Pleasant to the touch, easy to maintain, and very resistant, it is perfectly adapted to the spirit of Dacia models focused on family and exploring the great outdoors. Helene is convinced: “Dacia’s customers tend to be people who have an affinity with nature, who need a car that doesn't require much care when being used. The synthetic leather gives them that durability.”

As for the chrome, it is no longer anywhere to be found on Dacia vehicles, either inside or out. This change is good news for customers and for the planet: the paint finish is more environmentally friendly as it emits much less CO2 than chrome plating, it is more scratch resistant, and far more durable. In a world where the vast majority of logos on vehicles are chrome plated, the new ‘Dacia Link’ emblem is painted white. “We wanted the logo to be very visible,” says Helene. “So, white is a perfect colour as it stands out against the black grille featured on Dacia cars.”


Textiles is a good choice because they are scratch proof and don’t squeak

Supple fabrics for greater longevity

Always with a view to increase longevity, new supple fabrics are going to make their debut inside Dacia vehicles, like on the dashboard as a replacement for the current plastic veneers. This choice insulates sound better and offers a soft touch on these usually hard pieces. What's more, unlike rigid parts, fabrics are scratch proof and don’t squeak. According to Helene, there is only good in this for customers: "Supple materials, like these textiles, make for a cosier atmosphere, a warmer interior."

All theses changes to the colours and materials used on Dacia vehicles are part of an on-going quest for the essentials. As Helene confides, “when there is a connection between the inside and the outside in terms of colours and materials, I feel we have succeeded in our task.”

The authenticity of Dacia's design, the choice of colours and materials, serve to benefit both customers and the environment alike. Virtuous design that Helene can be proud of.