Geneva Preview: Nissan Juke Crossover teaser revealed

Article by Christian Andrei, on February 1, 2010

Nissan confirmed today that its new UK-built crossover will be called Juke. Set to make its official debut in March at the 2010 Geneva Motor Show, the new car will go on sale in Europe starting in October as an alternative to small hatchbacks.

Nissan Juke is inspired by the Qazana Concept unveiled last year at the same Geneva Motor Show, will the fourth crossover in Nissan's European range and follows the strategy of the Japanese carmaker in focusing on niche segments in Europe. The new car will fit into Nissan's range between the Note compact family car and the Qashqai and will be built alongside.

Regarding the place it will be built, the new crossover will join Qashqai, Qashqai+2 and Note at Nissan's factory in Sunderland, northeast England.

The production of the new crossover will replace that the Micra small car, which was transferred to India in 2009. 

With European customers in mind, Nissan designed and developed the Nissan Juke crossover to suit their tastes and preferences, remarked Simon Thomas, the carmaker’s European Senior Vice President for Sales and Marketing.

He said that while many customers wanted a car with a striking design, handling agility, driving enjoyment and user-friendly technology, they don’t want to sacrifice practicality and convenience. He noted that since the Juke has those all qualities, it might be bound to capture a good part of the European market.

Thomas recalled that Nissan was able to catch the attention of the European vehicle buyers with the Qashqai crossover, which was the result of hard work in understanding the market. He noted that Nissan’s philosophy of challenging conventions with Qashqai has been a big success.

He said that Nissan would do the same with Juke to be able to cater to the needs of customers in Europe. Thomas is confident enough to forecast that the Juke crossover will bring a new generation of customers to Nissan. He said that the Japanese carmaker is applying lessons learned from Qashqai to Juke.

Crossovers were not on the mind of consumers in the United States until Nissan launched the Murano in 2003. At the time, there were already many consumers who wanted a passenger car but at the same time needed an SUV.

Back then, the driving public has started looking for a vehicle that features the dynamic design and handling attributes of a passenger car as well as the functionality, all-wheel-drive capability and raised seating position of an SUV.

Thus, when Nissan introduced the Murano, the clamor for crossovers has started to grow. In Europe, the cravings for crossovers started when Nissan introduced the Qashqai to the mainstream market as an alternative to the traditional C-Segment offering.

It was a success as Nissan was able to sell half a million units of the Qashqai in just over two-and-a-half years, as people started to appreciate the modern design of the crossover that blends the upper body profile of a passenger car with the lower body robustness of an SUV. Nissan is planning to produce the Juke alongside the Qashqai, Qashqai+2 and Note at its production site in Sunderland, United Kingdom.

Press Release


One month before its global media unveil on February 10th, Nissan today confirms the name of its forthcoming small Crossover. The Nissan Juke will go on sale from October, following its global public premiere at Geneva Motor Show in March.

The Nissan Juke will inject some much-needed dynamism into the small car segment, offering European car-buyers an alternative to the traditional, uninspiring small hatchback. As the fourth Crossover in Nissan”s European range, “Juke” reinforces the brand”s pioneering Crossover leadership in Europe.

The car was inspired by the Qazana concept car that received such a warm reception at the 2009 Geneva Motor Show, and will fit into the Nissan range between the Note compact family car and the Qashqai crossover.

Nissan”s customer research identified a large proportion of European small and compact car buyers whose needs are not met by what they perceive to be uninspiring and unoriginal options available to them where copycat hatchbacks dominate.

The Nissan Juke has been designed and developed to give customers an alternative to the traditional small hatchback in Europe. We know that there are a lot of customers that are looking for a car which combines striking design, agile handling and driving pleasure, user friendly technology but not at the expense of practicality and convenience. These unique attributes will allow Juke to occupy a unique corner of the European market,” said Simon Thomas, Nissan”s European Senior Vice President for Sales and Marketing.

“Nissan caught the mood of the European car-buying public with Qashqai crossover and we”ve worked hard to study the market in the same way for Juke to be sure we meet the needs of European customers. We”re confident that Juke will bring a new generation of customers to Nissan, in the same way that Qashqai did. Our philosophy of challenging conventions with Qashqai has been a huge success. We”ve just reached the 500,000 landmark and we”re applying many of the lessons learned from Qashqai to Juke. We”re confident we”ll have another success on our hands,” added Simon Thomas.

Juke will be manufactured alongside the Qashqai, Qashqai+2 and Note at Nissan”s state-of-the-art manufacturing facility in Sunderland, Great Britain.

With the introduction of Murano in the US in 2003, the Crossover concept was introduced to consumers who were looking for a vehicle that combined the dynamic design and handling characteristics of a passenger car, but with the added benefit of all-wheel drive traction and the improved visibility of a raised seating position, but without the boxy shape of an SUV.

In Europe, the introduction in 2007 of Nissan”s Qashqai heralded the mainstream introduction of the Crossover concept for the first time, providing an alternative to the traditional C-Segment offering. In just over two-and-a-half years, and with a half-a-million buyers in Europe, customer feedback shows they love its combination of understated, but sophisticated design which combines the lower body robustness of an SUV, but the upper body profile of a passenger car.

Such has been demand for Qashqai that production was increased at the plant in Sunderland, UK, to meet supply. The Qashqai concept was followed by the introduction of the stretched wheelbase version, the Qashqai+2, offering extra interior space allowing the inclusion of a third row of folding seats to meet the needs of larger active families who need extra space or accommodation.

Details of forthcoming refreshments to the Qashqai were released earlier in December.

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