I remember when Nissan said it was giving up the ‘boring’ car market and dealing only in what were, at the time, niches. Quirky tall things. Things that didn’t sell in large volumes. That funny Qashqai thing: not quite a car, not quite a 4x4 either.
We weren’t long out of the 1990s, a decade in which the list of the top 10 best-selling cars in the UK went something like this: Ford's Fiesta, Focus, Mondeo, Vauxhall's Vectra, Astra, Corsa, Peugeot 306, Volkswagen Golf, Rovers 200, 400. Family cars all. Straight family cars. Not always a Nissan among them, although the Micra dabbled inside the top 10, because it was, then, a cute supermini. So Nissan got into what were seen as niches. Ballsy move. And it has stayed there.
Search for Nissan today and the clickable result for Nissan’s UK website reads: ‘Nissan city cars, electric cars, crossovers, sports cars and…’ (There’s nothing after the ‘and’, incidentally.) The more general description beneath reads ‘city cars, crossovers, electric cars, 4x4 vehicles and much more’. There’s no mention of a family car in sight (which, given that its family car is the Pulsar and its advertising strapline is ‘innovation that excites’, is reasonable enough).