West Hollywood, California (Monday, May 25, 2009) - 
Todd “Evan” Bianco has written about cars and Los Angeles on his website acarisnotarefrigerator.com from his West Hollywood base for many years. |
The Apple juggernaut of compelling, desirable and pricey lifestyle electronics has not been slowed by the worst recession since the Great Depression.
Apple's first quarter 2009 profits were up by 15 percent, revenue was up 8.6 percent.
I think it's safe to say that Apple makes the most desirable niche line of consumer computers and electronics on the planet.
If you look around LA, you will see people spending more time with their iPhones than their computers, televisions, pets or human acquaintances because the applications available to them make it a comprehensive mobile communications device.
This third generation Cube makes its US debut this spring.
That brings me to 2010 Nissan Cube.
2010 Nissan Cube. WeHo News. |
Nissan marketing has dubbed the Cube a “Mobile Device” telegraphing the concept of “mobility lifestyle” rather than the usual small car boring appliance-like approach. In short, the Cube desperately wants to be as cool and desirable as the iPhone.
The Cube has been an icon in Japan for more than a decade – long before Toyota's Scion xB, a Cube clone, popularized the box shape here. The Cube's square competition includes the second generation Scion xB, the new Kia Soul and, to a lesser extend, Honda's Element.
The target audience is the iGeneration – young drivers who grew up online and who aren't as interested in an ultimate driving machine as they are in a transportation “device” that fits their online lifestyle of interconnectivity, seamlessly moving from home to car to work or play.
2010 Nissan Cube interior dash board. WeHo News. |
The Cube is a stylish lounge reminiscent of a pod-like environment with echoes of everything Apple.
To keep the feel of a lounge atmosphere alive, iPod or Blackberry users who are considering a Cube can stay “connected” with Cube over their Facebook and Twitter groups.
In addition, they can follow the Cube on StumbleUpon, Del.icio.us, Digg, Wikipedia and by direct email from Nissan.
The Cube's launch color is a shimmering White Pearl as luminescent as the cover on your MacBook.
Nissan says that the front of the Cube is inspired by a bulldog with sunglasses and the side mirrors are the dog's ears.
Who doesn't want to take that cute puppy home?
2010 Nissan Cube side view. WeHo News. |
The Cube defies conventional car design aesthetics and aerodynamics giving it a unique, quirky, asymmetrical and, dare I say, lovable, vibe. I don't want one, but I still love it.
The last thing Nissan brags about is the Cube's drivetrain and performance. It sits on a Versa platform with the same competent (if not inspiring) 122 hp 127 lb-ft of torque 1.8 liter 4 cylinder engine and your choice of a 6-speed stick or Nissan's Xtronic CVT (continuously variable transmission) sufficient to propel its 2,829 pound weight through city streets.
Who cares, though, about the hamster under the hood if you view it as a “mobile device” - right?
Standard safety equipment includes 6 airbags, Vehicle Dynamic Control, Traction Control, Anti-lock brakes and Tire Pressure Monitoring System. The Cube can hold up to 58.1 cubic feet of cargo.
What is much more important is the cool interior with rain drop ripples in the cup holders and headliner, the large refrigerator-like rear side-hinged door and other hipster accents.
Personalization through accessories is the name of the game here and Nissan has plenty available.
Here are some examples:
2010 Nissan Cube interior. News. |
Interior Accessories: Utility Pouch | Front Door Bungees Cords (8 pieces 4 colors) | 20-Color Interior Accent LED lighting | Shag Dash Topper | Ripple Hooks | Garmin portable GPS navigation device | Exterior Accessories: | Nose Mask | Hyper Daytime Running Lights | Sports Horn | Aero Body Kit | Fog Lights | Krōm (pronounced “chrome”) is the top Cube trimline.
For around $21,000 you get the CVT and bigger, cooler wheels and treads.
The list of standard accessories on the Krōm reads much more like a luxury car or a MINI Cooper:
An exclusive body color-matched trim kit, special two-tone cloth interior, driver's seat back pocket, 20-color interior accent lighting, Titanium-tone interior accents, a 6-speaker upgraded sound package including a Rockford Fosgate sub-woofer and amplifier, automatic climate control, outside temperature gage, an (all important) iPod interface, Bluetooth hands-free phone system (for your iPhone).
Along with that, you can get automatic headlights, rear backup sensors, leather-wrapped steering wheel with audio controls, MP3/WMA CD playback audio capability, XM Satellite Radio, Nissan Intelligent Key with push button ignition.
So will the iGeneration interface with the Cube? Can Nissan capture any of the heat from Apple?
I think it's possible given the Cube's affordable price, fresh face in North America – and of course, plenty of apps, err... accessories.
For many years, Todd “Evan” Bianco has written about cars and Los Angeles on his website acarisnotarefrigerator.com from his West Hollywood base.
Mr. Bianco’s focuses on the car biz and cars as they exist with us here in WeHo and Los Angeles, not in Detroit. He covers subjects as diverse as hybrid hype, the influence of the Asians in So Cal, trends, etc.
Mr. Bianco had a weekly radio show on Sirius Out-Q for a year, and returned to the air with The John McMullen Show on KNEWS AM 870 * 1140 * 1250 knewsradio.com on March 3, 2008.
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