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.
The latest iteration of the Nissan Micra enters another model year after undergoing an array of tweaks and improvements. Nonetheless, these tweaks implemented on the new Nissan Micra cannot be considered as just mere mid-cycle face-lifts, thanks to the fact the changes are wide-ranging. Moreover, while the face-lifted model is derived from the fourth generation of the 'K13' city car, Nissan is already calling it as the New Micra.
The tweaks made on the new Micra involved complete makeovers both on the front and rear ends, including sheet metal changes. Two new colors are added on the exterior palette and customers could now choose new 16-inch and 15-inch alloy wheels.
The tweaks also considerably involved the interior with the introduction of a new technology and a new center console, as well as new finishing touches with audio USB and Aux-in slots. Depending on the variant chosen by the customer, the new Micra comes with a new communication center with a new radio and a touchscreen navigation system with a larger display.
Interestingly, the personalization options for the new Micra have been further expanded to allow customers to tailor their cars to their tastes and preferences. All of these tweaks are hinged towards broadening and boosting the charm and appeal of the new Nissan Micra.
At its core, the new Micra stays faithful to the design idiom that shaped this small car when Nissan introduced the very first Micra around 30 years and over six million units ago.