Nissan Takes Its Box Back
After a less than enthusiastic welcome, Nissan is pulling its Made in Japan Cube from the European market, less than a year after its introduction. Journalists loved the car. But customers hated its shape and high price.
Nissan hasn’t ruled out reversing this decision when the exchange rate between the Japanese Yen and Euro improves, Autotrader reports from the UK.
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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The Cube is just further proof that Nissan's design team have lost their ever-loving minds. Who in the world signs off on a concept of asymetry on anything? And while they're at make the rear bumper section look like it comes from an 80"s sentra and mount the far-too-small headlamps what seems to be about about 10 inches off the ground. Oh and throw in a tall roof, but make the windows really small porpotionately with big honking bevels all around them. It's like they wanted to go after the 1st gen Xb crowd, but didn't really understand what made "that box" so like-able.
it isn't the design that is hurting the cube, its the price. the Cube is currently priced at 17,400 euros for a base petrol, and 19,600 for a base diesel. with options, it can easily go up past 22,000, if you include things such as Nissan's Connect system. in comparison, the Soul starts at just over 15k, and has more powerful engines (both petrol and diesel). There is also the Daihatsu Materia, which is related to the first generation Scion xB. Its a lot closer to the Cube in engine specs, starts at 15k, and has cheaper options. For example, you can order a Connect-like system in the Materia on the base model for 1200 euros. To get the connect system in the Cube, you have to spec the top model trim. the only weirdo boxes that are priced near the Cube are the Toyota Urban Cruiser and the Renault Kangoo Be-Bop (yes really!). Both are also flops over here.
I am actually a little sad it is exiting the market. Sure, might not be to everyone's taste but the automotive landscape becomes one bit blander every time a quirky car like this is killed off. I also really liked the Multipla - the design was a sticking point, granted (although the facelifted version was perfectly OK) but what other car under 4 metres in length offered such roominess (with six seats and a reasonable boot)? I could sit extremely comfortably in the back with two other people next to me, and I am 6'4''. Given that an equal stint in say an Audi A4 or 3 series BMW would most likely require a visit to the chiropractor I see that as a major asset. On top the car was built around a spaceframe, had a very wide track and was a hoot to drive, even though it's engines were only around 100-110hp strong.
This car's styling is too obviously a ploy to appear different. It tries too hard to look bizarre. There is really no enhanced function making the Cube appear as it does, and asymetry takes this auto style over the cliff, when it could have been an Xb contender. The Juke also goes over the styling cliff. I have noticed how old Pontiac buyers seem to gravitate towards Nissan over the past decade, and I sense that the old blatantly bizarre Pontiac look seems to have been embraced by Nissan. Perhaps there is a need for odd looking cars in the market. Perhaps there is a need for cars with oversized fender-topping clear plastic jewel tail lamps the size of bumpers. But as I recognize it, these styling affectations are embarrassing, faddish and makes a brand appear totally disposable. Styling in the manner of the Cube, Juke and other Nissan offerings is like Tabasco Sauce. While it is appreciated as a break from the ordinary, it quickly becomes too much on a daily diet. While P.T. Barnum and Bailey Circus can regularly use one of their vehicles, the rest of us have no need for an obvious clown car as our daily commuter. Aztek, Pacer, '74 Matador, F-10 and other deliberately flamboyant car designs have shown auto manufacturers that too much is too much.