Nissan continuing its strategy to conquest sales with new Juke

Article by Christian Andrei, on August 29, 2010

Nissan's new Juke crossover is intended to appeal to European buyers who have a liking for non-mainstream cars. This strategy started with the Qashqai, a compact hatchback/SUV crossover that has sold more than 600,000 units after having just been in the market for over three years.

For the sub-compact segment, Nissan thought about coming up with a similar concept. Thomas Ebeling, Nissan Europe's general manager for compact, medium and EV products, said that it has created a new niche for the Juke, which appeals to buyers who like the high-seat concept of a SUV but want something more original.

The design of the Juke is a direct development of Nissan's Quazana concept that was displayed at the 2009 Geneva auto show.

Ebeling said that its cantilever roofline and upswept waist are reminiscent to the Nissan GTR and 370Z silhouettes, resulting to a sporty coupe appearance. The vehicle sits on the new Renault-Nissan alliance B platform, which is longer and wider than the preceding B platform.

It also has an option for four-wheel drive. The Juke, which has a wheelbase of 2530mm and an overall length of 4135mm, only fits in the subcompact segment.

European buyers may opt for the Juke to have any of the two 1.6-liter gasoline engines with 117-hp and 190-hp, with CO2 emissions of 138 and 159g/km of CO2 respectively, as well as a110-hp, 1.5 liter diesel with CO2 emissions of 134 g/km. Nissan anticipates that about 80% of Juke buyers will be new to the brand and that about 75% of customers are younger than 30.

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