Jamaica Gleaner / Nissan Jamaica recently did a soft launch of its successful mid-size SUV line, the X-trail, which has clearly become a favourite among many Jamaicans at the Montego Bay Chamber of Commerce and Industry Expo last Saturday. “We had signed on to be a part of the expo, and given the large number of people the expo usually attracts, it was just the opportune time,” said David Crawford, marketing officer.
Like many other auto brands, the company is using the autumn to introduce its new mid-size SUV to capitalise on the heightened consumer spending expected in December. “We have been present at several lead-up events to this one, and persons were showing so much interest in the older model we just felt it was time to showcase this one, ” stated Crawford.
With other rival mid-size SUVs in this class launching in this period, most notably the Honda CRV, which was unveiled a month ago by ATL Limited, the X-trail is in a highly competitive field. Since its drastic redesign in 2013, the vehicle has been selling in high volumes for the company. “This has, by far, been our best selling line for the past year, Jamaicans love it and we anticipate the new one to be just as big of a hit,” Crawford said.
The company employed a series of covert tactics to keep the new model a secret prior to its unveiling at the expo. “We didn’t want anyone to know what it looked like, so we covered them properly on the wrecker for the trip down to MoBay. We then drove them into the centre in the early hours of the morning when the place was practically empty,” shared Crawford.
Still in its third generation, the newest model has a slightly bolder body, which gives it more of an aggressive look. “Everybody liked it, especially with our new design cues, which are more robust than the previous model. The previous one was a bit more suave and sexy, but now we are creating a greater consistency in design across the family line,” said Crawford.
The company also disclosed that it still had existing 2017 models in stock and would be aggressively selling them in the coming weeks.
“We are going to be offer some comprehensive specials on the older model where buyers can get up to $300,000 to $400, 000 off the vehicle’s original price. There is also the possibility for service specials to ensure that the buyer walks away with a valued package,” stated Crawford.