Turning over a new leaf

CAN THE DUSTER REPLICATE ITS 2012 PERFORMANCE IN 2026?

- VIKRAM CHAUDHARY

ON JULY 4, 2012, an ad appeared on TV screens urging Indians look beyond Maruti and Hyundai. It showed an SUV driven by young Indians. The tagline: 'For the Unstoppable Indian'. The Duster was born, and Renault became a household name.

On this Republic Day, the all-new Duster arrived, but does it have the same brand pull of a decade ago?

Bookings are open for the new model; prices will be announced in March; turbo-petrol deliveries start in April, and strong hybrid deliveries around Diwali 2026. The company aims to grow its Indian market share from 1% to 3-5% by 2030, supported by a $600 million investment and deep localisation.

Only this time, the market is different. In 2012, the Duster created the midsize SUV segment. In 2026, it's ruled by Hyundai, Kia, Maruti Suzuki, Tata, and Mahindra. Harish Bijoor, brand-strategy expert & founder, Harish Bijoor Consults, notes, "The brand value of the Duster remains intact, but that isn't enough. Product value is getting redefined. Every new SUV, every new technology, every new upgrade is redefining the market."