Strategic
Review-


Nissan

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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.

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