Issue date: 4/8/09 Section: Features

Media Credit: Courtesy Photo [Click to enlarge]

Media Credit: Courtesy Photo [Click to enlarge]

"Step out of your box, get into a Cube" is a promotional line Nissan is using for its newest car. The Cube, a car designed for college students, will launch in the U.S. on May 5.

The Cube is a small car with a boxy design able to be personalized according to one's taste.

"The Cube has everything a college student would want, including mood lighting and a shag carpet," said Darryll Harrison, manager of Nissan Product public relations. "By itself, it is distinctive in design and style. A student can express his own character through the Cube by personalizing it with 40 different accessories we offer. It is fun, inviting and inclusive."

Even though there is a similar car, the Scion XB, on the market, Nissan was the first automaker to venture into the unconventional boxy design.

"The Cube was originally introduced in the Japanese market in 1998," Harrison said. "After its huge success, we have decided to launch it into the U.S. with a few changes for the U.S. market."

Nissan decided to opt for a distinctive marketing strategy for the Cube. It launched a Cube Collegiate Challenge in 10 universities across the U.S., including Texas A&M.

"In this unique approach, Nissan will ask the students to develop a marketing strategy for the car and choose two winners out of the 10 teams," said Steve McDaniel, director of the masters marketing program. "There are five graduate students working on this project from the Marketing 660 class, which I teach."

"We will also have the 3D brochures of the Cube. On your camera enabled PC, you can 'hold' the car in your hands and turn it to view at different angles," said Abianne Miller, a graduate student in marketing working on the Cube Collegiate Challenge. "We are also utilizing QR codes to allow brochure requests via cell phones."

The design of the Cube is unconventional, designers said.

"The Cube has a unique asymmetrical design," said Marc Cogswell, a Cube designer. "It is inspired by the image of a 'bulldog in sunglasses,' an image of a sure footed bulldog wearing sunglasses, which adds the element of fun to the car."

Cogswell said the Cube was designed inside out: going from the interior to the exterior.

"We imagined a hot water style lounge environment and translated it into a car," Cogswell said. "We designed the interiors keeping in mind a place where college students are having fun and even incorporated details like water ripples to go with the concept."

Harrison said, unlike other cars, the Cube was not designed for the sole comfort of the driver.

"We have designed the Cube for the comfort of all the passengers in the car," he said. "The seats at the back can be reclined to make your friends more comfortable."

"Cube is inexpensive," Harrison said. "It offers a low price with style found on more expensive products. The current economic conditions are ideal for the functional and emotional value the Cube has to offer."

Miller had the chance to drive the Cube as part of her project and said the vehicle will have a fan following.

"From the reactions of the college students, most people are pleasantly surprised by the car in person if they had previously seen it in advertisements," Miller said. "There have been several students that loved the unique details like the ripple roof and curved dashboard. Though it is definitely not the vehicle for the masses, the market that Nissan has been targeting will definitely be fans of the Cube."

Displaying The Cube
The Cube will be on display today and Thursday at Rudder Fountainand G. Rollie White.The Cube will be sold in four models: the Cube 1.8, 1.8S, 1.8SL and the Cube Krom. The basic model is priced at $13,990, but can increase to $19,370 for the Cube Krom.

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