Nissan To Launch This Fall A New Hatchback Model To Rival The Volkswagen Golf
|   Wednesday, April 23, 2014
The Japanese from Nissan are betting on their future compact hatchback to increase their market share in Europe by one percent (including Russia and Turkey) by the end of the 2016 fiscal year, which ends March 31, 2017. From Nissan, the latest C-segment hatchback has been Almera. This model has been cut out of production some eight years ago.

Nissan has high expectations for the compact-sized hatchback segment. The Japanese will address this segment once again with a model that will be built in Spain.
The Japanese will reach a market share of 5 percent in Europe by the end of 2016 the fiscal year, where they had a market share of 3.9 percent last year.

"To reach the 5 percent share we need new successful models capable of attracting new customers," Etienne Henry. Nissan's European vice president of product strategy and planning, stated in an interview.

The new hatchback from Nissan will be launched at the Paris Motor Show, scheduled for October this year. For this purpose, the Japanese manufacturer has invested 130 million euros (178 million dollars) in its plant in Barcelona in order to produce 80,000 units per year.

Meanwhile, the folks at Nissan expect that their new compact hatchback will not affect sales of the Qashqai, because customers are different and the cannibalization process that plagues many manufacturer's ranges will not have disturbing effects. 

"In any segmentation you get that cannibalization. We think Qashqai sales will stay level. That car has defied what's normal. The original annual sales target was 130,000 units. In the first year we made 160,000 units and since then we've been making 300,000 units" Trevor Mann, head of Nissan Europe, stated.

Moreover, he expects Qashqai sales to remain at the level of 200,000 units per year in the coming years. "We would be disappointed if we weren't around that figure," said Mann.

That hatchback is the ideological successor of Almera and complements the compact range of the manufacturer, currently consisting of the Qashqai only. The new 2015 Nissan hatchback will struggle with models like Volkswagen Golf on a segment that is the largest in Europe after the subcompact cars, with a volume of over 2.4 million units.

"We think that we've got a good product. We think there's space for it," Trevor Mann declared for Automotive News Europe. "If we are to grow in Europe … we need to make sure we have good coverage of the key segments."

The Japanese from Nissan instead of launching another traditional hatchback model in 2006, they launched the Qashqai compact crossover. It dominated sales in the segment and become the best selling Nissan model in Europe. From then until now, Nissan was the automaker with the highest sales in the segment, managing to sell over 1.5 million Qashqai units (from 2007 until 2013), proving that brand strategies were inspired in their bet back in 2006.

Nissan Europe boss said that sales of the Qashqai model will remain at a good level in the coming years without an aggressive marketing campaign involving price reduction. "The new model indeed has a more classy allure, thanks to new quality materials and onboard technology. We're confident it will maintain good sales figures without any aggressive price campaign."
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