The story behind Nissan's new 2008 Rogue highlights the challenges
http://money.cnn.com/2007/07/13/news/companies/pluggedin_taylor_rogue.fortune/index.htm?postversion=2007071606&CFID=6693956&CFTOKEN=62152398

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Nissan's biggest competition was Toyota's RAV-4 and Honda's CRV. But Nissan thought both vehicles were too clunky-looking. So it came up with a design to set its vehicle apart, with an aggressive front end, bulging rear fenders, and prominent 17" wheels. The marketing department picked the name "Rogue" to reflect the rebelliousness of the target buyers.

The automotive media got to see the Rogue for the first time in January at the Detroit auto show. Surrounded by glitzier vehicles, it was overshadowed. Still, Nissan believes that it has targeted the right market - and done it correctly.

When it arrives this fall, the Rogue will be crammed with features designed around the theme of "planned spontaneity." They're aimed at an imaginary guy who drops his kids off at school, and then runs to the shore or the mountains for a joy ride before heading to the office. There's a convenient storage container with a pop-up lid, remote door-unlocking and engine start, and a Bluetooth hands-free phone system.

Prices for the Rogue will start under $20,000. Whether Nissan has another CRV on its hands - or another Quest - will probably be known by Christmas. The members of the Global Exploratory Group aren't holding their breath. They are already looking at what Nissan should be doing in 2012.




 

Is it me or, barring the front end, does this vehicle strongly echo the Hyundai Santa Fe? Is this car the future? No, very much the present I would say. People still want their SUV but with less guilt. Sort of a Diet Pathfinder. An Armada with Splenda? Ok, I will stop.