Following Magnite’s success in domestic and global markets, Nissan Motor India plans to turn its attention to a transformational phase.
Rakesh Srivastava, Managing Director, told Mobility Outlook that this will involve focusing on four key pillars. In the first, Nissan aims to create an exciting, engaging and elevating brand by bringing in global products with global technologies and addressing global markets while staying focused on Indian customers. These products will be curated with alliance partners.
The second pillar will be about working with channel partners and the third is to ensure high levels of localisation to keep costs in check. The fourth and final pillar is to increase the phygital approach in retail keeping in mind the new trend in digitised shopping.
These were designed following the market response to Magnite which has been the best piece of news to Nissan in a challenging market like India. Srivastava said some great insights had been gleaned in the process.
For instance, consumers are evolving and seeking newer and aspirational technologies but at a specific price point. Styling and safety are key factors too. Beyond all this is the fact that India has merged with the world market which gives Nissan the opportunity to introduce global products.
As part of its effort to keep Magnite relevant, Nissan has launched three special editions including the latest ‘Kuro’. Srivastava said this would help the company keep pace with changing customer needs. The biggest change since the launch of Magnite has been greater adoption of AMT especially at the lower end.
Magnite EZ-Shift features an AMT gearbox with the naturally aspirated 1.0L petrol engine for city use. Srivastava said the new offering will boost Magnite sales from the present level of 2,500 units per month.
Going forward, Nissan plans to launch three new SUVs in the C, C+ segments and an e-SUV. Its global ally, Renault is testing out its Duster seven-seater, according to industry sources. The Japanese automaker will also introduce the X-Trial along with the Qashqai and Juke.
Srivastava said the company has gone through multiple phases. Till 2019, it had nearly 18 products in India, including Datsun but could barely sell 1,500 units. The Magnite, launched in 2021, has been the ‘turnaround and game changing’ product. Not only did domestic sales rise to 36,173 units in CY21 from a paltry 2,377 units a year earlier, but the product was also shipped out to 15 countries, with South Africa leading the list.
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