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Press Centre > CAPtivate > CAP Blog
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Nov
11
Written by:
Martin Ward
Wednesday, November 11, 2009
I don’t really know where to start with this car and its launch event. Nissan in their wisdom chose to hold the launch of this new car at the Hospital Club in Soho, which in itself is not the easiest or cheapest place to get to from Yorkshire. The Hospital Club is for members only and attracts the rich and famous; designers, the musically inspired and all types of creative minds. Nissan told us that these are exactly the type of people who are the target audience for the new Cube. The opening line from Nissan was ‘you will love it or hate it’, and how true that statement is. I am not saying which way I am leaning, but I am not a great lover of Marmite.
 During the hour long presentation, we were told that the Cube does not have a dynamic design. They said it looks fun to drive, has personality and clever wit, and is the halo model for the Nissan brand. They also said that it is not for car fanatics but for people who want to stand out and express their personality; it is for those who want to be different. The Cube will not go out for a Sunday afternoon drive, but it is merely a facilitator. The chief designer said that the Cube’s front end was inspired by a bulldog wearing sunglasses. The front side window has taken its design cues from a Japanese photo frame, so that the driver and passenger look as if they are indeed sat within a picture frame from the outside.
 The Cube has been on sale in Japan for twenty years and in that time it has become an icon and developed a cult following. It was originally designed specifically for the Japanese market, but now Nissan has decided to export it to Europe. There will be three models when the Cube is launched in the UK in January: Cube, Cube LDN and Cube Kaizen (which means continued improvement). It will initially be available with just a 1.6 litre petrol engine, with a choice of manual or CVT automatic transmission, but a 1.5 litre dCi diesel engine is expected to be due around May 2010. Prices start at £14,000 and go up to £16,550 for the Kaizen diesel. All models will have a large panoramic glass panel as standard and a ‘shoji shade’. The Cube is 3,980mm in length and 1,680mm in height. Nissan say that the Cube does not really have any direct competitors but conceded that the Citroen C3 Picasso, Kia Soul, Mini and Fiat 500 would be suitable comparisons.
 The interior is quirky yet comfortable and the seats are described by Nissan as being like a lounge sofa, with a ‘rhythmic wavy curve’. The dash, they say, has a Jacuzzi curve and the speedometer and rev counter dials are like looking at the moon from the earth from one side and the earth from the moon on the other. This is something I did try to look at, but it lost me. Nissan say there is so much glass in the Cube that it is like driving your conservatory, if you have one.
Nissan expect to sell around 1,920 units per year, with around 650 going to the fleet market. The Cube, like Nissan say, is one of those love it or hate it cars and it will appeal to the fashion conscious amongst us. However, fashionable items do come and go very quickly and what is fashionable today is not necessarily fashionable tomorrow. I left London and had to wonder whether I had been on a car event or had an art lesson with a bit of flower arranging thrown in.
Some people may not be happy with how the country is being run at the moment but just be thankful that it is not being run by marketeers.
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