Nissan covers all Navara bases

From weekend warrior to weekday workhorse, Nissan hopes to have you covered with an expanded NP300 Navara range now comprising 27 variants with the addition of leaf-sprung models offering Single, King and Dual Cab variants in various combinations of drive type, transmission and engine.

The intent is to provide something for everyone, from the top-spec coil-sprung ST-X Dual Cab 4x4 that is big on family appeal to the under-$20K DX Single Cab 4x2.

“Flexibility is good,” is what Nissan Australia managing director and CEO Richard Emery says of the range. “We think we have the best of both worlds available, in terms of suspension.

“Some of it is preconception. ‘I need a leaf [rear-end] because I carry more weight.’ But many who have tried the coil are surprised at its capability, so it will be interesting to see which way people go, particularly when it comes to the existing coil-sprung Dual Cab versus the leaf-sprung Dual Cab Chassis with a tub,” he said.

“The challenge for us is to ensure product planners are in touch with sales people to ensure customers are pointed in the right direction. With 27 variants we can say, ‘What’s your use?’ and tailor the purchase.”

Emery identified the ST-X Dual Cab’s multi-purpose nature as a key driver to sales since it arrived on the market in June. “It’s like driving an SUV for the family. It can take the family out on weekends but it still has the load capacity and off-road ability.”

It was also vital for the brand to break Navara’s workmanlike perception to drive new business.

“Our marketing is around being better than tough,” said Emery. “It needs to be seen as a modern truck. It’s a generation shift from the old car in sophistication, technology, efficiency. We didn’t need to beef up the toughness.”

“People who would not have bought D40 have found its level of sophistication and SUV-like drive surprising.”

Nissan boasts leading-edge engine efficiency from its downsized, four-cylinder, twin-turbocharged diesel engine, but it’s apparent to Emery that preconceptions also exist with the engine choice.

“We still have to work on engine size perception, more so than the suspension change. People who have come out of the old V6 have said they won’t even drive new one. It’s an education and training task for us. We want them to drive it.

“In three to four years’ time, it’s likely the market will move to downsize efficiency. We might be half a life cycle ahead of the Japanese competitors, and I can live with that. We win more new owners than we lose because of engine size,” he added.

Placing the NP300 Navara at a price and specification point to be competitive was another challenge.

“We knew there was separation between launches [of Dual Cab and Cab Chassis variants], but we knew what was coming and how to specify based on our Dual Cab launch,” Emery said.

“What we didn’t know was what the competition was going to do, with the HiLux and particularly Ranger. In the end we predicted reasonably well, so in terms of line-up, spec and price against competition we are about where we thought we’d be. But it’s a constant evaluation process; this truck will be with us for the next seven or eight years.”

Emery sees the introduction of a cut-price DX petrol Single Cab Chassis for under $20K as an important space.

“It’s very much a tool of trade, rational decision that is price driven,” he said. “It’s a whitegood, and it was important for us to add that element.”

Currently the NP300 sits at fifth in segment sales, but Emery is looking to move up the leaderboard.

“We were second in the segment with less competition back in the late-2000s… Will we get back to one or two? Not sure, but we’d like to be third,” he said.

“There’ll be months when we can do over 2000 units per month, but will it be the norm? I don’t think so,” he concluded.