While most of the world continues to be fascinated by SUVs, Japanese car buyers perhaps see advantages where others do not notice them. Nissan remains faithful to the humble minivan, and the company’s chief product specialist even suggested that local customers are simply more “mature” in understanding the benefits of minivans (MPVs).
Are Japanese Buyers Truly More Mature?
During the Tokyo Motor Show, where the new Elgrand was presented to the world, Nissan representative Toshiyuki Nakamura explained that the company continues to bet on minivans because their practicality strongly resonates with Japanese buyers.
In the Japanese market, customers are very well aware of and appreciate the greater space, three rows of seats, and sliding doors – this is very convenient for the market. And these conveniences will be felt by all customers worldwide.
He added that outside Japan, many buyers still do not notice these advantages, and that is why SUVs maintain such strong global demand.
But in other markets, people do not recognize these features, and therefore globally SUVs remain popular. So, in my view, the Japanese customer is more mature.
Nakamura noted that this shift in perspective took a long time. Thirty years ago, customers did not pay much attention to such cars, preferring sedans. But once they realized the benefits, they truly embraced these models.
Minivans have been popular in Japan for most of the past decade. Among the most popular models are the Honda Stepwgn, Toyota Alphard, Nissan Serena, and, of course, the Elgrand. For comparison, in the US, the most popular minivans often have SUV-inspired designs, such as the Kia Carnival, Toyota Sienna, and Honda Odyssey, and they do not emphasize luxury as much as some Japanese models.
Futuristic Design and Cutting-Edge Technology
The new Elgrand received a radically updated exterior, executed in Nissan’s signature “Timeless Japanese Futurism” style. The interior updates are no less significant. It now features dual 14.3-inch displays, a 22-speaker audio system, comfortable second-row captain’s chairs with ample padding, and large screens integrated into the front seat headrests.
In the home market, the Elgrand will be sold exclusively with the third-generation e-Power gasoline-electric powertrain. The car also debuts with the new e-4ORCE all-wheel-drive system, designed to improve handling and reduce body sway during acceleration and braking, providing a more comfortable ride.
Interestingly, positioning the minivan as the choice of “mature” buyers may be not just a marketing move but also a reflection of deeper social trends. In Japan, where urban space is often limited and family values remain important, a car’s practicality may indeed outweigh its image. At the same time, the global popularity of SUVs is often based on the perception of safety, status, and the ability to travel off-road, even if these capabilities are rarely used. The new Elgrand, combining a high level of technology, comfort, and practicality, demonstrates that a minivan can be no less modern and desirable an option than any SUV, provided the market is ready to appreciate it.