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In Japan, Nissan gets cute for young women
Published April 9, 2007
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Ayano Sasao smiles by her Nissan Pino in front of a Japanese automaker's dealership in Yokosuka, south of Tokyo. The Pino is just 11 feet long. "It's so cute. I just love it," Sasao said.
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[AP photo]
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To fight conventional wisdom that cars targeted to a niche consumer category like young women are doomed to fail, Nissan Motor Co. has launched a merchandise line for its Pino, including pink bear-shaped cushions, seat covers with hearts, a CD case that looks like fat red lips, and a colorful cover for a tissue box. Ironically, Pino isn't even made by Nissan, Japan's third-biggest automaker. It's made by Suzuki Motor Inc. But under a manufacturing agreement, Nissan packages Suzuki's Alto model differently, with fancier seat fabric, a distinct front design and a hubcap inspired by a snowflake so the wheels appear to sparkle on the road - all touches to give the car that cute look. Nissan had 5,500 orders for the Pino in the first month since it went on sale in Japan in January, more than double the company target of 2,500 a month.
[Last modified April 9, 2007, 10:10:50]
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