Renault targets booming LatAm pick-up market with new Duster Oroch

Earlier this month, Renault had the world premiere of its newly developed Duster Oroch pick-up at the 2015 Buenos Aires Motor Show. The new product is part of the company’s globalisation strategy aimed at making inroads into the flourishing pick-up market in Latin American countries.  

The Duster Oroch is derived from a C-segment platform – the Renault Duster, which is the brand's most-sold product worldwide in 2014, and 1,000,000 units have been produced since its launch including in the Indian market.

Renault began manufacturing the Duster SUV in India in 2012 and since July 2012, the vehicle has sold a total of 128,390 units.

With a sharp focus on the requirements and uses of Latin American clients, the Duster Oroch was designed by Renault Design Latin America (RDAL). As such, the vehicle has been designed to be a comfortable pick-up with easy access thanks to the four doors, a generous and well-defined crew cab and sufficient space for five occupants. Power comes from 1.6 and 2.0-litre, four-cylinder injection engines.

In the Latin American market, light pick-ups are experiencing high growth and form a significant portion of total sales, with approximately 900,000 units per year. Robustness, low cost and durability are key customer requirements. Renault says in this vehicle category at present, there are models based on B-segment car platforms, which provide a large bed at the expense of the comfort of the cabin, or a large cabin at the expense of the bed space.

Beyond this segment are the so-called one-tonne pick-ups that meet much higher expectations but their high price puts them out of the reach of many clients. Renault says the Duster Oroch is specifically positioned between these two segments and opens a new segment.

The French carmaker’s LCV (Light Commercial Vehicles) range includes the Trafic and Master and is a key player in many countries, in particular Brazil and Argentina, where it holds strong positions. Recently, it announced an investment in the Santa Isabel, Córdoba plant, with the aim of launching the manufacture of a new, new-generation utility vehicle.