New Nissan Micra loses ground in Europe over quality issues and no diesel option

Nissan Micra Sales fall in Europe

Nissan trumpeted the new Micra as its ‘Global Compact Car’ in the run-up to its reveal at Geneva last year. And by ‘Global’ they meant ‘Produced in Emerging Markets’.

Which is a big change from the last generation Micra which was produced in Sunderland, but a move that seemed to make sense in a world where small cars in emerging markets are a priority, and where cost of production is much lower. But the plan seems to have back-fired as far as Europe is concerned.

It’s reported that the new Micra has lost ground in Europe, with sales running at 9.5 per cent less than the old Micra. So much ground has the new Micra lost that it’s now been overtaken by the Qashqai as Nissan’s best-seller in Europe.

There seem to be two problems causing the drop in sales. The first is the lack of a diesel engine in the new Micra – all that’s on offer is a 79bhp 3-pot and a supercharged petrol with 97bhp – which, in diesel-obsessed Europe, is a problem.

That said, it’s arguable that the petrol engines in the Micra offer economy on a par with a diesel but without the nasty particulates and NOx coming out of the tail pipe. But it’s hard to change car buyers’ mindset.

The second issue is perhaps more of a problem. Reports say that build quality of the new Micra has taken a bit of a tumble since production moved from Sunderland to Chennai, which won’t help sales at all. Which seems a bit daft.

Surely, if production costs are lower, Nissan could have ensured the new Micra was even better made – with higher quality materials – and still seen a big jump in margins? But maybe Nissan don’t see the Micra as a European car anymore?

With the rise and rise of the Qashqai and Juke, maybe Nissan don’t see a future in Europe for cars like the Micra, and will instead concentrate on marketing just crossovers to the European market?

It could explain the failings of the new Micra.

By Cars UK