Nissan rationalises Navara line-up

SENIOR executives at Nissan Australia have admitted that increased competition from elsewhere in the dual-cab utility segment – accompanied by its focus on a lifestyle-oriented model mix – is likely to result in lower sales volumes for its newly launched Navara.

Noting a three-strong range of high-grade, dual-cab, pick-up, turbo-diesel, four-wheel drive and automatic-only variants, Nissan Australia deputy director of marketing and mobility Warwick Daly said that just 10 per cent of buyers were interested in other formats, essentially precluding agricultural, commercial, and trade buyers from the new Navara range.

“The core focus is for the four-wheel drive double-cab pick-up. It’s the biggest part of the segment (and) it’s where the majority of customers are in terms of their demands,” he stated.

“Over the last five- to 10 years, we’ve seen more four-wheel drives as part of the model mix, more double-cab pick-ups, and also automatic transmission (sales).

“In Australia over 90 per cent of our sales are four-wheel drive, double-cab pick-ups … this is what our customer is looking for and we are laser-focused in terms of offering the right body type for the customer we are targeting.

In support of his colleague’s comments, Nissan Oceania managing director Andrew Humberstone said the changing face of the dual-cab ute segment required definitive action.

He said the move to offer ST-X, PRO-4X, and (likely) Warrior grades of the Navara from launch will enhance the importer’s profitability at a dealer level, further helping to secure its position in Australia’s ultra-competitive automotive landscape.

“If we look at the impact it (the Navara) has on the profitability of our dealer network then it’s a critical car in terms of importance,” he said.

“Given the shifts in regulations, the shift in customer demand, and the shift in opportunities for profitability, we have to go where that 90 per cent of the market is.

“While we will reach 90 per cent of our customers, we also realise that there is effectively 10 per cent we are not reaching,” he said, while stating that Nissan Australia is open to revisiting its Navara portfolio if required.

Further, Mr Humberstone said that he concurred with recent comments made by Toyota Australia executives that it was inevitable that stalwart utility models – including the HiLux and Navara – will face slowing sales.

Speaking at the launch of the next-generation HiLux recently, Toyota Australia vice president of sales, marketing, and franchise operations Sean Hanley said models like the HiLux could lose up to one-third of their current sales volume to newer entrants over the next few years.

“I’m aligned to what Toyota is saying in terms of the segment,” said Mr Humberstone.

“I think there is a lot of movement across the ute segment … so I would align with some of the wording Toyota has alluded to.

“But I think we (Nissan) are starting from a different place. We had a vehicle that was at the end of its life cycle, and it was certainly time for this new product.

“Overall, we are quietly optimistic (about the Navara’s sales volume) and we think volumes will exceed your expectations.

Visit GoAuto again for our International Preview Drive of the all-new Navara soon.