Will outrageous-looking Juke live up to expectations?

NISSAN’S Juke, shown here in Solar Yellow, is designed for people who can handle the attention.

WELCOME to the wonderful world of attention-seekers and -getters, where new thinking mixes with tradition, and technology amplifies personal desires.

And on the streets, this world takes on a more frenetic pace. Attention becomes an elusive, slippery animal. It can be gained, and lost, the instant a corner is turned.

Memory is only as persistent as far as the eye can see. Rare is the automobile that captures —and holds—your attention long after it has whizzed by your field of sight.

Nissan Philippines attempts to bring onto local streets such an automobile, a new compact crossover that has been claimed to be designed for the selfie-loving millennials.

It can also be seen as an emphatic statement from this global auto giant that it has had enough of trying to blend in. Nissan now wants to stand out.

Long has the Nissan brand in the Philippines been in “hibernation” of sorts, particularly in the field of design. But those in the know were certain that Nissan was just in its cocoon, metamorphosing, and all we could do was to wait.

Now, it seems, the wait is over. The cocoon started to break when a new Nissan Philippines distributor was named, as Japan’s Nissan Motor Co. Ltd. announced the establishment of Nissan Philippines Inc. (NPI) in December 2013 (via a joint venture formed with longtime partners Universal Motors Corp. and Nissan Motor Philippines Inc.).

Attention-grabbing

Then, in October 2015, the break was complete, and the new “animal” was revealed when NPI introduced the daringly designed, attention-grabbing compact crossover Juke.

On Jan. 21 and 22, this animal took flight, or in motoring parlance, hit the roads for the first time when NPI organized a media ride-and-drive from Quezon City to the surfing capital of the north in San Juan, La Union province.

As predicted, Pinoys who like their cars “different” have taken a fancy to the striking Juke.

THE JUKE’S gauges reflect a flavor of rebellion.

Tey Sornet of Nissan Westgate told Inquirer Motoring that his group alone has received more than a hundred advance orders for the Juke, consisting mostly of buyers 30 years old and above.

NPI president and managing director Antonio Zara told the media crowd during the ride and drive that “the Juke is designed for those who can handle the attention. It is for people who want to stand out.”

This oddly styled five-seat crossover, which features what Nissan calls “futuristic design front grille and bumper” with huge round fog lamps, and smaller main boomerang-shaped headlamp units mounted high on top of the fenders, is powered by a 1.6-liter gasoline engine mated to Nissan’s Xtronic CVT transmission, which delivers 114 horsepower to the front wheels.

It’s now clear the Juke isn’t just for show. The Car Awards Group Inc. had named it the 2015 Car of the Year in the subcompact crossover SUV category during the Car of the Year-Philippines.

Overseas, the Juke was named 2015 Best Compact Utility Vehicle in the Middle East Car of the Year awards, and the US Insurance Institute for Highway Safety Top Safety Pick in 2011.

Experts speak

Auto experts have also weighed in, in Juke’s favor.

“The design brief for the Juke was a simple one: To attract the attention of people even if they are not looking or listening,” said auto expert Tony Lewin.

“The eccentric Juke melts the outrageous looks and impracticality of true exotica with the reliability of basic compact cars. The flavor of rebellion can thus appeal to even the most timid of rebels,” described car pundit Paolo Tumminelli.

BOLD and exciting console design

“Aware that the Juke would represent a major leap in style for the consumer, part of the plan had always been a warm-up act in the shape of a concept car at the 2009 Geneva Motor Show.

Presented as the Qazana—a name chosen only just before the show—the model shocked, stunned and baffled showers and commentators, but was judged bold and exciting,” narrated car experts Lewin and Ryan Borroff.

Created at Nissan’s European design center in London, which had earlier been responsible for the massively successful Nissan Qashqai crossover, the Juke fits into the smaller B segment but, as was the case with the Qashqai, adopts the approach of being different from the mainstream offerings.

Lewin said that because of this, the Juke was able to sell at a more profitable price point. He added that the Juke is deliberately challenging and confrontational, and that “the Juke contrives a tough, urban bully look, thanks to its big wheels, even bigger wheel arches, high ground clearance and big boulder deflector set into the front apron.

“A double frontal face further confuses matters, with huge round lower lights and a smaller secondary set just below the windshield.”

The Juke is available at Nissan dealers as a 4×2 variant with a standard retail price of P980,000, and comes in Red Alert, Solar Yellow, Pearl White and Black Obsidian colors.

The Juke is designed to project an energetic agility, which Nissan needs in an uber-competitive crossover segment in the Philippines.

Beyond the looks, it remains to be seen whether Juke and other compact crossovers are fit for the rigors of our country’s roads and traffic situations.

Buyers, be the judge. Those who wish to stand out must also capture the attention of more scrutiny.