Nissan Micra: Back 21 Years Later!
The Nissan Micra is back on the Canadian market following a 21-year leave of absence. To celebrate, Nissan is pulling out all the stops and turned the recent unveiling – which took place at Montreal’s Arsenal art gallery – into a Canada-wide media event. Some of the country’s biggest names in automobile journalism were in attendance. The event occurred just one week before the Montreal International Auto show, in a move that is becoming increasingly popular in the industry. It would seem that lifting the cover off a model just days before the official public premiere results in better media coverage.
Nissan Canada is extremely proud of this sub-compact, which enters the brand’s line-up just under the Nissan Versa Note. It will be their most affordable vehicle offered in Canada. While the Micra’s price has yet to be released, it shouldn’t be too hard to figure out, considering that a Versa Note costs $13,368 plus $1,565 in shipping and preparation costs. Since the base-level Micra will cost less, it should come in between $11,500 and $12,500. If it costs more than that, sales reps are going to have a hard time convincing customers.
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According to Christian Meunier, president of Nissan Canada, the Micra is designed for city drivers who want an alternative to buying a used vehicle and don’t want to sign up for endless months of financing. Customers will also be attracted to the vehicle’s petite size and excellent fuel economy. In fact, Meunier is optimistic about sales and expects this little whippersnapper to capture at least 30% of the sub-compact market. Moreover, some 60% of Micra sales in Canada are expected to be in Quebec, which explains why the vehicle was unveiled in Montreal. It also explains why they spared no expense for the debut event. The very popular Penelope McQuade was in attendance to unveil the car and to interview Christian Meunier. They even brought in the white chairs from her show!
It’s also interesting to note that this Nissan will not be sold in the U.S., where drivers are less enthusiastic about sub-compact vehicles and hatchbacks in particular. Other manufacturers have made the similar decision to import cars just for the Canadian market, including the Mercedes-Benz B-Class, the Chevrolet Orlando and the Chevrolet Trax, to name just a few.
The Meunier effect
The decision to offer the Micra in Canada only, without regard for the United States, reflects the bold attitude that has characterized Nissan Canada ever since Christian Meunier took the helm in late 2012. Having been appointed to the position after a successful stint at Nissan Brazil, Meunier spent several months analyzing our market before making any decisions. Not only did he change the sales strategies for the different models, he also changed the distribution of models according to the provincial markets. The result? In 2013, sales for Nissan Canada went up by 15%. What is more, the fourth quarter of the year saw a 35% jump in sales.
With the Micra, Meunier is convinced that he has an extra ace up his sleeve, because he believes that this market segment is going to become markedly more in demand in the coming months and years.
Adapted for our market
If you want a car to sell, it had better meet market needs. While the Canadian Micra features the same exterior lines as models destined for other markets, it comes with a more powerful engine, the same 1.6-litre four-cylinder that equips the Versa Note. A five-speed manual transmission comes factory-standard, though a four-speed automatic is available on option. The suspension has been specially calibrated for Canadian roads. Also, given our climate, the rearview mirrors are heated and heat vents have been added for the rear seats. Plus, the rear seat back folds 60/40 and the trunk can easily fit a bag of hockey equipment.
Preliminary models have been tested across Canada – and especially in Quebec – to ensure that the Micra is up to the task in our frigid temperatures. Otherwise, it just wouldn’t be viable, would it?
In short, Nissan has done everything in its power to ensure that the Micra will be a Canadian hit. We can’t wait to test it!