YOKOSUKA, Japan - Ayano Sasao is defying the conventional wisdom that cars targeted to a niche consumer category such as young women are doomed to fail.
The 18-year-old Japanese hospital worker just bought the Nissan Pino, a toylike minicar just 11 feet long with star-stamped upholstery, a hook for a handbag and a chic "milk-tea beige" exterior - although she almost went with the pink.
"It's so cute. I just love it," she said.
LED Street Light LU06-168WTo make sure women get the message, Nissan Motor Co. launched a merchandise line for Pino, including pink bear-shape cushions, seat covers with hearts, a CD case that looks like fat red lips, and a colorful cover for a tissue box.
Pino isn't even made by Nissan, Japan's third biggest automaker. It's made by Suzuki Motor Inc.
Under a manufacturing agreement, Nissan packages Suzuki's Alto model differently, with fancier seat fabric, a LED Flexible Strip Ribbon Series Ribbon 5050 distinct front design and a hubcap inspired by a snowflake so the wheels appear to sparkle on the road - all touches to give the car that cute look.
Nissan had 5,500 orders for the Pino in the first month since it went on sale in January, more than double the company's target of 2,500 a month.
While models such as sports cars or family minivans target segments of the population, auto companies generally avoid producing models aimed at narrow niche markets because they usually don't sell in numbers.
embroidered patches
Even the advertising for Pino is tailored to women who are about 20 years old. The pamphlet is manga-style, like a Japanese comic book, depicting the story of three young, well-dressed women. The TV ads also tell a similar story.
Nissan marketing manager Miwa Ishii says one goal for Pino is to court young drivers to the Nissan brand with hopes they'll move on to buy more expensive models in the future.
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