The FINANCIAL — Nissan continues to redefine the traditional market segments in Morocco with the launch of the all-new, fifth generation Micra hatchback.
Micra is one of Nissan’s most famous and long-standing nameplates worldwide following the launch of the first generation model in 1982. Since then each update has been refining the “Micra formula” to create a version unlike any that have gone before.
When order books open in Morocco next month, Micra will be the seventh all-new model to be introduced to the market by Nissan in the last three years following recent launches of the Navara Pickup, Note and the entire crossover range: Qashqai, Juke and X-Trail.
“Demand within the Moroccan car market is at record levels and is a crucial part of our wider African strategy,” said Isao Sekiguchi, Managing Director for Nissan North Africa. “We have pledged to offer our customers the very best and ‘in-demand’ models from our global lineup, and the new Gen5 Micra is a continuation of this commitment. Micra will further strengthen what is already one of the freshest lineups in the country and reset customer expectations within the all-important core B-segment.”
Nissan’s product-led strategy in Morocco continues to grow the business with market share doubling in the 2015 Financial Year, and FY2016 sales volume achieving a 25% increase year-on-year.
Micra, built at Alliance partner Renault’s Flins plant in France, has been designed to compete within the European B-segment – widely regarded as the toughest in the world. It will offer Moroccan customers a raft of features and technology more usually found in larger, premium models, according to Nissan.
This is combined with sleek and dynamic exterior styling, interior spaciousness and comfort as well as engaging and efficient on-road performance.
Remaining faithful to the Sway Concept unveiled at the 2015 Geneva Motor Show, the Micra Gen5 fully embodies Nissan’s latest design language with signature design cues and emotional body sculpting. Design cues include the distinctive V-motion grille, from where the sharp-edged character line runs through to the rear end, boomerang-shaped lights, and the floating roof – another Nissan design signature – that creates an airy feeling. Other features include rear door handles hidden in the C-pillars and an extended roofline that incorporates a spoiler, benefiting the car’s aerodynamic performance and aesthetics.
The dramatic looks are matched by a selection of 10 sophisticated and vivid exterior colors, including Energy Orange.
Much attention has been paid to driver comfort, with a lower driving position for a more secure driving feel. It’s easy for all drivers to achieve the perfect driving position thanks to greater seat adjustment, the fully adjustable steering wheel and the optimal positioning of the pedals and shift lever. The car’s extended width and wheelbase means cabin space is among the best in class. The gliding-wing shaped dashboard gives the cabin a light, sleek and spacious impression.
This Micra Gen5 is the first in Nissan’s B-segment line-up to offer such an extensive set of advanced safety features, bringing Nissan Intelligent Driving to life. Usually found in larger cars, available technologies include Lane Departure Prevention, a segment first. Intelligent Emergency Braking with pedestrian recognition, a first for Nissan vehicles in Morocco, as well as Traffic Sign Recognition, High Beam Assist. Together, these advanced safety features are the building blocks for Autonomous Driving and are an integral part of Nissan Intelligent Mobility.
An exclusive feature of Micra Gen5 is the all-new six-speaker Bose® Personal® sound system, developed through close collaboration with Nissan. This first-of-its-kind sound system is optimized for the driver, with two Bose UltraNearfield™ speakers, combined with Bose PersonalSpace™ Virtual Audio Technology, built into the driver seat headrest for a remarkably immersive listening experience. Additional passengers benefit from new Bose Super65 speakers in each of the front doors, producing powerful low-note performance, and tweeters in each A-pillar for sonic clarity.
Micra Gen5 comes with a 7-inch full color central display, providing access to the audio system, mobile phone, downloadable apps and Siri voice control via Apple CarPlay.
Chassis and drivetrain
A new brushless electric power steering system – for greater steering feel and response – is also available.
Much attention has been paid to reducing noise in the cabin. Improvements include outstanding noise insulation and optimization of the car’s aerodynamic performance. Exceptional aero efficiency has been achieved thanks to the combined roof and side spoiler. As a result, the new Micra has achieved a Cd of 0.29 – top level for a hatchback.
Engine efficiency has also been a key objective in the development of the Micra Gen5. The car will offer a punchy 1.5-liter diesel, developing 90hp.
The Micra Gen5 will revolutionist customer expectations in the B-segment by introducing a unique blend of striking design, new, intuitive technology and confident, agile performance. Its striking design and bold color options will make it stand out from the crowd, while its interior roominess and advanced features will appeal to buyers looking for more from their B-segment hatchback, or to those downsizing.
The new Nissan Micra will be built in Europe at the Renault plant in Flins, France, as part of the Renault Nissan Alliance. Sales will start in Morocco from May 2017.