Jon Quirk

Nissan Juke hits Facebook before the forecourts

by JonQ on Jul.12, 2010, under News

The Nissan Juke is another customarily ambiguous vehicle that is emblematic of the Japanese carmaker’s confidence and ambition in the crossover market.

Refusing to pigeonhole is no easy task because as a breed, we love to classify, group and segregate. But following the success of Murano and the Qashqai ‘cash cow,’ Nissan has now set its sites on redefining the supermini sector with a vehicle that is so completely next year’s defining automotive it-piece. God I want one. Preferably in matt black and rolling on 20s.

Nissan Juke, Nissan Juke review, Nissan Juke on Facebook, Jon Quirk

Motoring journalists attending the international launch were interviewed for the Nissan Juke Facebook page

Now a disclaimer: not all people have the same perception that I do, so I can’t actually guarantee that everybody will possess the same cultural imperative for superminis to start looking like jacked-up lunar buggies.

I’ll keep my fingers crossed, mind. Last week’s international press launch of the Juke also highlighted to me that Nissan wasn’t treating this as your average car launch. Sure, there were plenty of road routes and engine variants and trim levels to choose from, but there was also a social media team on hand, interviewing and filming all journalists in attendance for the company’s own Nissan Juke Facebook Page.

That’s right, the Nissan Juke may only hit showrooms in September but the company is keen to make sure fans have enough info, impressions and two-way interaction to satisfy them for the next two months.

From augmented reality tricks on the Nissan Juke website to competitions on twitter and video previews on Facebook, it’s all part of the plan to attract and engage with a younger audience willing to approach the supermini sector with a clean slate. It also tells me that the core of this car company is possessed of the certainty that rules can be broken.

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