News - Nissan - Tiida
Nissan cuts Tiida prices
Nissan slashes its small-car pricing in an attempt to boost Tiida sales
16 Aug 2006
NISSAN Australia has slashed up to $2250 off the recommended retail price of its struggling Tiida small car in an attempt to boost sales.
The entry-level ST now retails from just $17,990 with a "style pack" available for $18,990. The ST was previously available from $19,990 – a price now reserved for the better-specified ST-L model, which was selling for $22,240.
It's now being touted as the only sub-$20,000 vehicle in its class offering curtain airbags as standard, though Fiat disputes this as its (smaller) $19,990 Punto comes with the potentially life-saving safety technology.
The price move is part of a new "fully loaded" retail campaign for the hatch and sedan range that will run for two months.
According to Nissan Australia marketing general manager Ross Booth, the program could be extended if it was successful.
"We’re going to run it from August to September and re-evaluate it from there," he told GoAuto this week. "It’s a direct response to our sales."Mr Booth said part of the campaign strategy was to kick-start buyer familiarity with the Tiida, which replaced the widely known and accepted Pulsar nameplate last January.
"Our first target is to outsell Pulsar and we’re not there yet," he said. "We missed in July by 185 units so we’re still not outselling Pulsar and that’s what we need to do."Mr Booth said he would be happy if Tiida sales reached between 1200 and 1250 units a month. "The awareness is certainly growing," he said.
Nissan managed 1090 Tiida sales last month and 1054 in June, but was still well behind the Toyota Corolla, Mazda3, Honda Civic, Holden Astra and Ford Focus.
Year-to-date Tiida has achieved 5538 sales. Over the same period last year, the Pulsar had racked up 10,417.
Mr Booth said customer and dealer feedback had helped with the new price points.
"It’s an extremely competitive retail environment at the moment and it’s difficult to get a share of voice in this market," he said.
Mr Booth said Nissan was also continuing to look at a "halo" performance Tiida based on the three-door concept hatch shown at last year’s Sydney motor show.
"It’s certainly something we’re looking at in the medium and long-term," he said.
The sporty Q hatch now starts from $22,990 and the top-spec Ti sedan will be available from $24,990, a reduction of $1500 on each variant. All specifications remain unchanged.
The ST’s standard appointments include dual front airbags, air-conditioning, remote locking, four-speaker CD stereo, power mirrors and 15-inch steel wheels. The "style pack" includes alloy wheels, power windows and Tricot seat trim.
Tiida ST-L adds alloy wheels, power windows, Tricot seat trim, ABS brakes, dual front airbags and side curtain airbags to this list.
The top-spec Tiida Q hatch adds a rear spoiler and foglights and the Ti sedan offers a standard automatic transmission. Automatic transmission on other models is $2000 extra.
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