MUSCAT -- Oman yesterday took a global lead, becoming the second country after Japan for the prestigious launch of Japanese auto major Nissan's youthful face, Tiida. Even before the US and Europe markets could get a glimpse of the exuberant Tiida, the stunning model, which is set to create a new benchmark in the auto industry, was unveiled at the world's largest Nissan showroom in Oman. Present at the lavish launch ceremony were Richard Zreik, Marketing Manger, Nissan Middle East, and Vishal Dhawan, Managing Director of Suhail Bahwan Automobiles.
"Tiida is the new face of Nissan, targeted at the youthful generation aspiring for a fun automotive," Richard Zreik, Marketing Manger, Nissan Middle East, said. "Tiida will surely take the battle right into the competitors' camp and create a new benchmark in auto industry," he added. "A market research done by Nissan four years ago revealed that there were some vital missing ingredients in the present day mid-size auto segment. We sought to understand the requirements of people falling into this category and they clearly were looking for more roominess, luxury and comfort.
They needed space for luggage and family. They did not want to compromise on attractive styling bordering on luxury, besides all safety features. The car they were looking for needed to be also economical and reliable. Comfort, luxury and space have clearly defined Tiida from other brands in its class," Zreik pointed out.
The models unveiled in Oman included the hatchback and sedan versions, equipped with 1.6 and 1.8 litre engines. "The hatchback version is clearly targeted at the younger generation, who are passionate about the cars they want to be seen around," Zreik said. The looks of Tiida are refreshingly youthful, offering economical running costs, covering 100 km with seven litres of petrol.
Tiida is clearly pushing the limits and is unrivalled in the mid-size segment in terms of luxury features. There is a heavy drawing from Infiniti, 350Z, Murano and Altima to create the distinct Nissan DNA writ large on Tiida. The incredible styling is complemented by a brand new all aluminium, light weight engine. The 1.6 litre engine unleashes 118 hp while the 1.8 version offers 135 hp.
The electronic power steering has further helped in doing away with all hydraulics, significantly improving the vehicle performance. The driving dynamics of Tiida is superbly characterised by the front zero lift, which ensures stability and solid performance. "Tiida has evoked unparalleled response that one-month equivalent sales have already been generated even before the model was lunched in the Middle East," Zreik pointed out.
Nissan commands 20 per cent market share in the GCC region and hopes to raise it to 22 per cent in 2006. The Nissan growth in Oman has doubled ever since Suhail Bahwan Automobiles was appointed the authorised distributor of Nissan vehicles in the Sultanate, Zreik said. Small cars are now the fastest-growing sector of the GCC market, topping 128,000 unit sales last year -- 40 per cent of total passenger car sales. But current hatchbacks account for only eight per cent of the small car segment, so Nissan sees a great market opportunity for Tiida.
Just following existing market trends should see the Tiida hatchback establishing a dominant position. Executives at Nissan Middle East are confident they have a winner on their hands, as Tiida starts with a clear lead over rivals in terms of spaciousness, comfort, style and value for money.
By Ebby Chacko George
© Oman Daily Observer 2005
