Good to see Nissan trying to resurrect Kicks.
But the main question here is whether this New Kicks can bring New life to Nissan in India.
Nissan, as a brand, is struggling in India. They sold 12944, 7208, 6910 in the year 2017, 2018 and 2019 respectively. Fiat sold more vehicles in these years compared to Nissan. Chevrolet sold 28949 and 7434 cars in their last 2 years of sales in India (2016 and 2017).
Source (2019 Report Card - Annual Indian Car Sales & Analysis!)
The brand, as appropriately mentioned in one of the threads in team-bhp, is in death watch.
So, any company trying to plough its way back to a mass market business would need the below.
1. Great Product
2. Great Support
3. Great Pricing
1. Great Product
Nissan's global Kicks is based on a new platform while the Indian version is based on the much older Duster platform.
This Duster platform is a tried and tested one in India and is known for its superb ride and handling package. At the same time, it brings all the problems associated with the old platform in to this new car. The max 4 airbags sealing might also be from the restrictions imposed by the platform (based on another post here in the forum).
On the positive side, Indian Kicks look almost same as its global variant. And nothing like old Duster or Terrano. Personally, for me, it looks good.
Kicks came with single transmission option initially. The New Kicks has 2 engine and 2 transmission options. The competition, unfortunately, will be the Creta and Seltos, each coming in with 3 engines and 4 separate transmission options. The bigger the options, the larger the target segment.
Kicks do not have a diesel option anymore when more than 50% of New Creta bookings are diesel.
While Kicks gets only an old platform, it gets a brand-new global engine. This engine has unmatched power and torque figures for the segment. It will be an enthusiast's delight. Unfortunately, I doubt if this engine alone will bring in the sales.
Combining all the aspects - Kicks is a good product, but not exceptionally great (compared to the competition). By this, I mean, it cannot pull the customers 'just because it is much better' than whatever competition has to offer.
2. Great Support
Nissan dealerships have been given a hard hand. With less than 30k car sales in total for the last 3 years and minimal number of launches, there would be very low footfall in the dealerships.
This naturally leads to less service satisfaction, leading to low customer rating for after sale support. The cycle is hard on every party involved, leads to even more ‘low’ sales and low resale value for existing owners.
Nissan need to increase the footfall in their dealerships. They need to increase the number of car sales so that a wide service set up can sustain itself. Easier said than done. The cloud of 'Nissan might exit India' will keep even more prospective customers away from the product.
With platforms, technologies and factories being shared, not sure what stops Renault-Nissan from sharing showrooms.
3. Great Pricing
Considering the current situation of Brand Nissan in Indian car market, pricing would be the key to bring more sales. If Nissan can bring a good product (which Kicks is), at a price such that the initial lot of customers decide to overlook the current condition of the brand and support, they can sell a good number of cars at launch and then slowly increase the prices. It would always be preferable to 'launch at a sweet price, gain traction and then increase the price' than 'launch at an optimistic price, loose traction and then give heavy discounts and kill the product'.
At current prices, I doubt if the Kicks can pull in enough numbers from Creta/Seltos to resurrect Nissan. A really sweet launch price would have helped them bring in the crowd to dealerships.
The competition offers same or more features (and even more bling that sell, for example Panoramic Sunroof, 6 airbags, ventilated seats), has better service support, has better brand image - all at slight premium. Since the turbo petrol game here is at 15-20 lakh OTR segment, I doubt if the prospective customers would hesitate is adding that slight premium to their budget.
Cheapest automatic variant in Seltos and Creta cost 16.8 and 18.7 lakhs respectively on road Bangalore. Cheapest Kicks CVT slots in at 16.84.
Creta launching an automatic in S variant (whenever they do) is going to make it even more tougher for the Kicks CVT. Competition presents a manual variant at every price point and it would be interesting to see if the customers pick the Kicks Turbo as the preferred manual variant in the segment.
I can see why they are hesitant to bring in the top end Automatic, it would have cost 19.4 lakhs odd in Bangalore.
Alternate view:
What if Nissan is going for the top end customers of XUV 300 and Nexon (or other Sub-4m suv's)?
Turbo petrol manual top version of these cost 15 and 13.4 lakhs respectively. Diesel costs 15.4 and 15.2 lakhs respectively. Kicks XV Turbo slots in at 14.87lakhs and XV Pre-Turbo at 15.85lakhs.
Top end automatic (Diesel) versions cost 16lakhs each for XUV and Nexon. At 16.84 lakhs, will the 'XV Turbo 1.3 CVT' variant be able to pull in customers of XUV and Nexon? They get better transmission, a more powerful engine and a bigger car for a slight premium.
Can some of the informed members please share examples of car companies that came back from the brink of death and won their customers back. Anywhere in the world. It would make a great story to read on how they achieved it. Redemption always make great inspiring stories. May be even a new thread.