An Elle Of A Car

As promised here is a small snippet on a special edition you may have missed.

2012 Nissan Micra Elle logo: a logo on a car.

Quite coincidentally, Jimi Beckwith at Autocropley has been musing about the subject. Dreamcar.dk reported the momentous news of the Nissan Micra Elle as follows (in Nov 2012): “Nissan and the world’s most popular fashion magazine, Elle, have joined forces to develop a special edition of the popular city car, the Micra. The goal for both partners is to

Special: 2012 Nissan Micra Elle

attract modern, exciting women who like big city life. The Micra Elle will be on sale in Europe in the autumn after it is presented at an exhibition in Paris. It combines fresh design with good equipment that suits the modern, busy and independent woman.

“It’s more than just about a logo on a car,” said Geraldine Ingham, who is marketing director for Nissan in Europe. “Micra and Elle have a lot in common because both the car and the magazine attract the same customers. A hectic lifestyle means that every day the modern, busy woman juggles work, leisure activities, family, friends and relationships. So you really need a car. And here the Nissan Micra Elle is a really good choice”. The Micra has the smallest turning circle in the class, low emissions from Pure Drive – the motor means furthermore that the environmental taxes are less than 280 kr every six months.”‘ (quote ends).

I had a look inside the car. It didn’t have anything noticeably different from a standard Micra. The cloth is supposed to be unique to the car but perhaps that didn’t happen for the Danish market which also got pale metallic paint and not blue or red. I suppose they slapped the badges on a standard trim variant for a while here.

It’s a small claim to fame but DTW might have the only editorial commentary on this car in the whole of the entire world. Yesterday I mused as to whether special editions might be a bit gendered and this car is at least one piece of evidence supporting that contention. With my feminist hat on, I might ask if this is a rather patronising special edition. Imagine a car aimed at men using the same rhetoric:

‘”Nissan and the world´s most popular fashion magazine, Lui, have joined forces to develop a special edition of the popular city car, the Micra. The goal for both partners is to attract modern, exciting men who like big city life. The Micra Lui will be on sale in Europe in the autumn after it is presented at an exhibition in Paris. It combines fresh design with good equipment that suits the modern, busy and independent man. ” It’s more than just about a logo on a car,” said Gerald Ingham, who is marketing director for Nissan in Europe. “Micra and Lui have a lot in common because both the car and the magazine attract the same customers. A hectic lifestyle means that every day the modern, busy man juggles work, leisure activities, family, friends and relationships. So you really need a car. And here the Nissan Micra Lui is a really good choice”. The Micra has the biggest engine in the class so it’s very fast”.’

You can´t park there. 2012 Nissan Micra Elle: source

Carbuzz explained a bit more about the Elle: “Designed in collaboration with popular women’s magazine, Elle, this special-edition Micra is due to be launched, appropriately enough, at the Paris Motor Show later this month, before hitting European dealers starting this fall. The Micra Elle is distinguished by a panoramic glass roof, chrome trim, painted alloys and a roof spoiler, and comes available in blue or red with unique fabric upholstery.

Based on the mid-range Micra Acenta trim level, the Elle edition also packs automatic climate control, keyless entry, push-button ignition, electrically-heated and folding door mirrors and cruise control as standard equipment. Style-conscious buyers can choose between an 80-horsepower 1.2-liter three-cylinder engine or a supercharged version with a hair under 100 hp, and can specify the Nissan Connect infotainment system as an additional option.” 2012 seems like a long time ago – I still think of this as the new Micra but it’s not.

65% percent of the Nissan Micra’s customer group are women. I would have though that it might be better to try to rebalance that with a bloke’s version. Evidently women already like the car and don’t need further persuasion, do they? As noted above, the idea of a car aimed at women is clearly a little demeaning.

 

Author: richard herriott

I like anchovies. I dislike post-war town planning.

7 thoughts on “An Elle Of A Car”

  1. Well, for better or worse, it’s no Ypsilon Elle.

    “It’s more than just about a logo on a car”

    A sure-fire sign it’s just about a logo on a car.

  2. A quick look at Wikipedia shows me that the overt Lad’s Mag is more or less extinct. But I’m sure that Simon would offer his usual free annual subscription to DTW Online for the best specification for a Nuts Special Edition Micra.

    1. If EMAP’s greatest creation was to have done a licencing deal it could only have been with Vauxhall.

      “The new Vauxhall Corsa – it’s the Nuts!”

  3. 1) That’s not the trailhead car park ma’am, that’s the trail.

    2) While it doesn’t come with the insulting gendered ad copy I’d make the argument that the Harley-Davidson editions of the Ford F-150 are the male equivalent to this Micra.

    1. That’s a surprising tie-in. Harley make a transport device. Surely “real” men won’t sit in a four-wheeled vehicle. How about a Smith & Wesson edition car?

  4. Autocropley … very good! This generation of Micra was a shocker, I loved the one before.

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