AT THE HEART OF THE ROAD TRANSPORT INDUSTRY.

Call our Sales Team on 0208 912 2120

Let there be light

8th April 2010, Page 86
8th April 2010
Page 86
Page 87
Page 86, 8th April 2010 — Let there be light
Close
Noticed an error?
If you've noticed an error in this article please click here to report it so we can fix it.

Which of the following most accurately describes the problem?

While Nissan has not traditionally been a major player in the light commercial vehicle sector, it believes the new NV200 will bring significant market share improvements, says LCV sales and marketing director Francis Bleasdale. Andy Salter reports.

On paper NV200 has all the right credentials to establish itself as a major market player in the UK Light commercial sector. It's light, has excellent payload capability and. with a superb load area, has the dimensions necessary to take on the competition in this class. "We have made an excellent start with the sales activity for the NV200," explains Bleasdale. "The market reaction has been very positive, the customers like it. and our initial sales targets have been met for the product."

Ambitious plans

Nissan's target is to hit 4% market share in the next 12 months and that will require a strong effort from the whole organisation with head office and the dealers combining to ensure the Nissan brand pushes hard to get itself on the purchase shortlist of all buyers. Fleets will clearly play a part in this — they represent 80% of the market —yet Bleasdale is adamant the volume growth will not come as a result of short-cycle selling — suicidal discounting to you and me. "We've laid this out as a clear policy," he explains. "We are not going to be buying market share. We believe in the capability of our product and do not intend to drive growth by giving the product away."

Core qualities

While the current rules of the fleet game dictate pricing has to be keen, Nissan's focus on its key selling points, targeted to float the boat of fleet operators. along with price discipline, should mean the company can avoid becoming a discount brand. "Nissan is a global company, with a strong global pedigree," Bleasdale explains. The product has been developed with the customer central to our plans and as such we are confident in our abilities to meet our targets.

The NV200 spearheads our assault into the light commercial vehicle sector and is the first step in the realisation of our global strategy to be building one million light commercial vehicles per year by 2013. We want to become a true global player in light commercial vehicles and Nissan in the UK has a significant role to play in this."

The core unique selling points of the NV200 are, says Bleasdale. its compact footprint, flexible loadspace and low cost of ownership. "Ultimately we recognise the van is a working tool," he says, "and have focused our efforts on offering the maximum use of space in the load area. We have a 2.0m loadlength and have ensured nearly half, 46% to be exact, of the overall length of the vehicle is loadspace. However, that is not at the expense of the driving area where we have ensured drive comfort and in-cab storage remain strong. The 1.5-litre engine is well proven in other Nissan models, it's durable, offers good performance and is very frugal in the fuel it uses and CO2 it emits."

In addition to product strength, the affermarket will be key to ensuring a strong market position. Bleasdale recognises this and is working hard to ensure the network has a strong focus on delivering class-leading customer service. That will involve dedicated sales people, used vehicle availability and moving towards extended opening hours and overnight servicing at 60 Nissan light commercial specialists in the UK.

"As well as the commercial vehicle specialists, the NV200 and the rest of the LCV range will be available from our complete network, for those customers who want to deal with their local Nissan dealer" he says.

Although the market hasn't been conducive to major sales gains of late, Nissan's performance in 2009 was ahead of the market and the early indications are that 2010 will he a similarly strong year. "We now have a product which we are proud of. and that meets the requirements of the market." Bleasdale concludes. "Our dealer network is aligned with the needs of our customers and we will continue to drive forward new innovation, services and solutions to satisfy our customers and our goals. This is going to be a very exciting time in the development of Nissan Commercial Vehicles."


comments powered by Disqus