12:49 pm, March 27, 2010
NISSAN will be targeting young male buyers with its new Juke crossover, Car Dealer has been told.
The manufacturer’s UK managing director Paul Willcox gave Car Dealer an exclusive video interview about the new car and what the marque hopes it will achieve.
He told us that crossovers will be responsible for between 45-55,000 sales a year for Nissan and that the ‘face of Nissan will change’.
‘The Juke will reinforce our credentials in terms of crossover,’ said Willcox.
‘Half of all our sales will be crossover products – so between 45-55,000 cars will be either Juke or Qashqai.
‘The network are really positive about Juke. It’s difficult not to be. Our expectations are that a lot of sales will be conquest sales like they are with Qashqai.’
JUKE BUYERS?
Nissan will be targeting younger male buyers with Juke and think most will be between 25-35 years old, into technology and like ‘styled objects’.
Willcos added: ‘We have a massive asset in sports cars and design. We need to promote that. We have to do a lot more to play on that and the strengths of cars like 370Z and GTR. It’s an asset we’ve not maximised to its potential.’
Story and video by JAMES BAGGOTT
