Nissan is launching its low-priced and fuel efficient Micra subcompact in Canada in April, as part of its bid to gain Canadian market share. The for-Europe styled Micra will try to take advantage of the fact that Canada’s more populous eastern provinces prefer European tastes in cars, remarked Nissan vice president for North American product planning.
The Micra will replace the low-selling American-styled Versa sedan. "The Versa sedan didn't do well in Canada and we are stopping it now, with the introduction of the Micra," Loing remarked. "The Micra will be more to their liking." Nissan said this month that the Micra will have starting manufacturer's suggested retail price of C$9,998 -- $1,900 less than the current Versa sedan in Canada.
The car will be powered by a 1.6-liter four-cylinder engine providing 109 hp and 107 pounds-feet of torque. Loing said that Nissan is aiming to significantly improve its position in Canada, adding that part of the solution is to consider that Quebec and the eastern part represent a different kind of market, and “adjust to that difference."
The eastern part of Canada is much more European-leaning while western Canada is more US-leaning. Canada’s east also prefers hatchbacks. Nissan held a 4.7-percent share of the Canadian market at the end of 2013. It held a 7.3-percent market share in the US. Nissan is aiming to capture an 8-percent global market share by March 2017.