In an effort to attract new female drivers, Nissan Motor Co. on Wednesday unveiled a revamped Bluebird Sylphy sedan aimed specifically at the needs of women in their 40s.
While compacts and minivehicles, which have engine displacements of up to 660cc, have traditionally been the main choice for female car buyers, Nissan hopes to get women into the driver's seat of sedans -- traditionally a car aimed at men.
"Winning the hearts of women is becoming increasingly important," Nissan Chief Operating Officer Toshiyuki Shiga said at a news conference in Tokyo.
The new Sylphy is powered by a 1.5-liter or 2-liter engine and is priced between 1.79 million yen and 2.31 million yen.
Shiga said the domestic market for midsize sedans is about 100,000 vehicles annually and Nissan hopes to grab 40 percent. Nissan has set a monthly sales target of 3,000 Sylphy models, which are distinguished by curvy interior and exterior designs, the automaker said.
A recent Nissan survey showed that a car's exterior design and interior styling are important factors in women's purchase decisions.
In addition, the new midsize sedan is equipped with a 9.7-liter console box -- about twice the size of the compartment for other cars in the same category -- to satisfy female buyers seeking convenience.
The so-called super-multiconsole is large enough to accommodate a large handbag, drink bottles, a cell phone and CDs.
According to the National Police Agency, the number of licensed women drivers in 2003 has risen 43 percent since 1990 to about 32.68 million, or 42 percent of all drivers.
Nissan is placing great emphasis on attracting female buyers, both as drivers and as decision-makers in family car purchases.
In October 2004, the company established a diversity development office, which aims to encourage the promotion of female employees to increase their participation in the firm's management decisions.