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April 26, 2001

JAPAN: Nissan begins Muji car sales

By bcusack


Strategic Review-

Nissan


Nissan has started selling a new March/Micra-based Muji Car 1000 model on the internet in Japan.

The Muji Car is limited to a production run of 1,000 and was developed with Ryohin Keikaku, a trading company which runs the Muji chain of clothing, homeware and food stores in Japan, the UK, France, Belgium and (soon) Hong Kong.

Nissan intends to use the Muji brand, which is popular among young people, to attract younger buyers. The Muji derivative of the March/Micra has only a basic level of standard equipment and no brand badging, the same as other Muji products (the Japanese word Mujirushi means no brand name).

The Muji car is priced 20,000 yen ($US164) lower than the base March’s 930,000 yen ($US7,600) sticker and is being sold on the Muji web site.


To view related research reports, please follow the links below:-

Profiling the Internet Car Buyer

Automotive b2b – Strategic threats and opportunities in the automotive supply chain


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