Nissan is using high-tech marketing materials like this card that creates a 3-D image of the Cube when held in front of a webcam to appeal to younger drivers. (Photo by Jeff Layton)
It's the newest gotta-have-it gadget.
At least, that's the message Nissan hopes to send young buyers as it launches the Cube this month.
The car is the latest example of a vehicle -- like the Mini Cooper and Kia Soul -- that aims to attract drivers with its design rather than traditional attributes such as mileage or safety ratings. And the main people Nissan is targeting with the Cube are "Millennials" -- people ages 18-24.
Cube at a Glance
- The look: Nissan says the front grille was modeled after a bulldog wearing sunglasses. The rear has an asymmetrical design.
- The feel: The stylized interior has an organic theme inspired by ripples on water. The gauges evoke the Earth and the moon.
- The add-ons: More than 40 optional features can be added at the dealer, including spoilers, accent lighting and a shag-carpet dash topper.
- The cute factor: The car is boxy but zippy. It seems to have its own personality.
- The Price: Starting at $13,990
- On Sale: Since May 5
Perry Stern, an editor at MSN Autos, says a lot of small, inexpensive vehicles get good safety ratings and decent fuel-economy numbers. So car companies need to provide something different to stand out from the crowd.
That's why cars like the Cube are trying so hard to woo buyers with unique features such as oversized windows and customizable lighting schemes, Stern says.
Customization in general is a major strategy Nissan is employing to attract Millennials, who grew up tricking out video-game cars. Following the successful sales model of Toyota's Scion, the Cube will be sold as inexpensive stock models, with more than 40 extras that can be added at the dealership, says Dennis Smoot, sales manager at Nissan of the Eastside. These range from illuminated kick plates to lighted cup holders.
Marketing efforts also reflect a desire to attract young, tech-savvy buyers. Nissan has used sites such as Facebook and Flickr to draw attention to the car, and mailers show a 3-D image of the Cube when held in front of a webcam-enabled computer.
While it might seem risky to devote so much attention to cash-strapped Millennials, brand loyalty is what's at stake. If Nissan can wow young buyers with bells and whistles, there's a good chance they'll become lifelong customers of the brand. So marketing the Cube to them now could pay dividends for years to come.