Nissan's dual DUALIS strategy

With the name DUALIS Hatch and a starting price in the mid $20,000 range there is no doubt exactly where Nissan is aiming its newest addition. The front-wheel drive DUALIS Hatch joins its all-wheel drive sibling in an expanded range as the Japanese brand goes on the hunt for traditional hatchback buyers with its high-riding offering.

Designed to the bridge the chasm between the Tiida hatch that tops out in the low $20,000 range and the entry level Maxima sedan that starts in the low $30,000 region, Nissan is hopeful that the DUALIS Hatch can open up a new segment of the market.

Having publically stated its aim of becoming the country's top-selling fully imported brand by 2012 Nissan Australia CEO Dan Thompson knows that it needs to boost its passenger car sales. That is one of the key reasons why the 2WD DUALIS is pitched against hatchbacks even though it is classed as a compact SUV by some industry standards.

"The genius of the DUALIS 2WD is that it meets the needs of hatchback buyers who want more space and flexibility but don't need an AWD vehicle," says Thompson.

"The DUALIS 2WD will bring younger buyers from other brands to Nissan.

"The DUALIS 2WD is a 'Hatch Plus'. Many small car buyers have grown out of their regular hatchbacks and they appreciate the SUV-like styling, commanding driving position and safety engineering and features the DUALIS 2WD delivers.

"The competitive price point will come as a pleasant surprise, too. DUALIS 2WD is pitched at the heart of the hatchback market and has a compelling value-for-money story to tell."

Despite doubling the drivetrain options for the MY10 range Nissan has kept a simple line-up with only two specification grades (ST and Ti) and two transmissions (a six-speed manual and CVT).

Prices for the range start at $24,990 for the 2WD ST manual and tops out at $32,490 for the 4WD Ti CVT. According to Nissan that puts the car firmly up against the popular selling Toyota Corolla, Mazda3, Volkswagen Golf and Subaru Impreza.

The local Nissan operation is hoping the 2WD model has a similar effect it has had in the European market where 80 per cent of all DUALIS models sold drive only the front wheels; officially they say they are after 70 per cent. That expectation explains why the company is predicting annual sales targets of 5000-6000 DUALIS per year, despite having only sold less than half that number in 2008.

And the hunt for more passenger car sales won't end with the current line-up either. Thompson admitted that both a 2.0-litre turbodiesel engine and a seven-seat version of the DUALIS are on the agenda with introduction as early as next year.

Don't forget to check-out our competition to win a new 2WD DUALIS , run in conjunction with Discountnewcars.com.au and Network Ten program, Test Drive.

Nissan DUALIS pricing (all prices are manufacturer recommended and do not include government and dealer charges).
2WD ST Manual $24,990
2WD ST CVT $27,490
2WD Ti Manual $27,990
2WD Ti CVT $30,490
4WD ST Manual $26,990
4WD ST CVT $29,490
4WD Ti Manual $29,990
4WD Ti CVT $32,490

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