Who chose the previous-generation P15 Nissan Kicks after sales began in 2020, and what segments did it attract? Its actual buyer profile is examined through comparisons with rival models such as the Yaris Cross and Vezel.
Competition has intensified in Japan's compact SUV market in recent years, with models such as the Yaris Cross and Vezel at the center of the market. This article examines the previous-generation P15 Nissan “Kicks” and organizes the characteristics of its buyer base as a comparison point for the current model, which underwent a full model change in June.
According to data from the Japan Automobile Dealers Association, sales of the previous-generation Kicks were approximately 18,000 units in 2020, representing effectively 6 months of sales because the vehicle was launched at the end of June, and approximately 35,000 units in 2021. This was the peak, and sales are believed not to have maintained strong growth thereafter.
Compared with rival models such as the Yaris Cross and Vezel, as well as Nissan's higher-class X-Trail, the Kicks is said to have had distinctive characteristics in how buyers chose it. The transition to the current model and changes in its buyer base are also discussed.
Overall, the previous-generation Kicks failed to become the hit expected in Japan's compact SUV market, pointing to possible issues with its sales strategy and understanding of its buyer base.