At some point in the early 2000s, Nissan decided that it couldn’t compete with established rivals in the European C-segment. That’s why it tried a different approach: instead of replacing the less-exciting-than-watching-paint-dry Almera, it entered a parallel niche by launching the Qashqai crossover in 2006.
This strategy worked so well for Nissan that it decided to do the same with the Juke subcompact crossover in 2010. Like its bigger sibling, it capitalized on the burgeoning SUV trend and was a sales success.
Earlier this year, the Japanese carmaker confirmed that it would launch a direct competitor to the likes of the VW Golf, Ford Focus and Opel Astra in the form of a regular five-door hatchback.
Nissan’s head of product planning Palmer told British publication Autocar that this decision was made 18 months ago because the company has both the confidence and the market share to build a mainstream compact model.
According to Palmer, the new car is currently being developed and is still two years away from completion. He said that it will draw inspiration from both the next-generation Qashqai and the Invitation concept (pictured above and below in the gallery) that was displayed at the last Geneva Auto Show and which previewed the next B-segment Note that has already been revealed.
“The designers have created a very emotional design that draws on the Qashqai. It’s a bit cheeky”, he said. Palmer added that it will provide “innovation and excitement for everyone” not only in the design but in the technology department as well.
Another reason for launching a mainstream model is that it minimizes the risk that the Qashqai replacement won’t capture the buyers’ attention as much as the current car.
Palmer acknowledged, “There’s always a risk because you tend to be conservative when you’re replacing a successful model. We need to create ‘Qashqai-ness and be bold”.
Despite its two-pronged attack in the compact class, Nissan will stick with the Note as its main model in supeminis: “The Note is our B-segment play now, not the Micra”, saod Palmer. “The Micra is a sister product that’s more grassroots and price sensitive.”
By Andrew Tsaousis
PHOTO GALLERY
