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Evidence suggests crossovers, vehicles combining elements of traditionally separate segments, will be the next big thing, and Nissan is taking the growth of this sector seriously.
Product expectations
Newly appointed product manager for crossover vehicles Rob Lake was previously in charge of passenger cars, where his last launch was the Note. Now he takes charge of the Qashqai (pronounced “cash-kai”) and the larger more SUV-like Murano.
Speaking to Motor Trader Lake said he expects the reasoning behind the Qashqai, which aims to match SUV styling to family hatch practicality, to chime with customers.
“It is basically a C-segment car. People are getting bored with traditional cars and want something a little different. Many like the styling and height of SUVs and they are seen as trendy cars to have. But many buyers are put off by SUV size, running costs and their image of being very environmentally unfriendly.”
In the Qashqai and the Note, Lake said, Nissan has sought to meet the more exacting requirements of today’s
C-segment car buyers. “The Note is for those who want something a bit smaller but still for the family, while the Qashqai is slightly up the scale, with some of the styling and safety features from SUVs. So you’ve got the high riding position and the option of four-wheel-drive but it isn’t an off-roader. The 4WD system is there for grip and traction purposes.”
In fact, of the four engine options only the top 2-litre petrol and diesel units are offered with four-wheel-drive, making positioning the Qashqai the prime marketing concern.
“We have concentrated on getting the positioning right, making it clear that this is not an SUV, and perhaps we’ve been a little too successful – sales of the 4×4 versions are running currently at about 7-10 per cent.”
An easier marketing story will be the British build and design. This is the first model to be designed at the London-based Nissan Design Europe studio, the engineering was carried out at Cranfield and the car is built in Sunderland alongside the Note.
“The Qashqai is probably about the most British car you can buy right now,” he said.
With dealers holding orders for 5,350 models, sales are already well ahead of initial expectations.
Lake said: “We allocated challenging targets for the Qashqai anyway but it’s flying. Cars are going out of dealerships as fast as they come in.”
He said there is no fear of supply issues, the Sunderland factory having increased volume to meet the demand.
Conquest sales
Nissan is ambitiously expecting 80 per cent conquest sales for the new model and dealers are already reporting some unexpected part-exchanges.
“The Qashqai has retained Almera and Almera Tino customers who bought it for the cabin height. But while our top trade-ins are all C-segment cars led by the Renault Megane, numbers four and five on the list are BMW 3 Series and Mini. We expected the likes of Golf, one of the Qashqai’s main competitors, but to get so many BMWs and Minis is very pleasing.”
Lake added that the Qashqai was also attracting downsizing
D-segment owners.
“Many of these don’t want an SUV and some don’t want to go quite as small as a typical
C-segment car. This gives them something a bit different and we’ve done well with that.”
The Qashqai was launched three weeks ago with a choice of three engines, including the 1.5 diesel that is expected to account for the majority of sales.
The 2-litre diesel will complete the line up in June and Lake hinted there could be more to come. “It’s a very young product,” he said.
He also expects crossovers to grow in importance.
“Everything starts somewhere and I’m sure Renault didn’t see the C-MPV segment becoming so big when they launched Scenic,” he said.
“The crossover segment is definitely growing, you’ve got the Seat Altea coming, Ford doing something similar, VW with its Tiguan and CrossGolf. Once the more mainstream manufacturers do it others will too, but we are first in the segment, which is a good strong position to be in.”