Nissan made a bold decision back in the naughties developing a new style of vehicle that combined the best, and most desirable attributes of several segments, which also signed the death warrant for the popular Nissan Almera hatchback.
In doing so, Nissan changed ‘The Car’ forever when it launched the Qashqai back in 2006 creating an entirely new segment that brought together an elevated driving position, great interior space, affordable prices and a desirable design in a compact, raised hatchback form factor.
It was an instant hit, and what followed was the entire market catching on and producing their own crossovers to compete. Roll-on 20 years and SUV’s and Crossovers went from a 7% market share to 60% and this huge increase is largely down to Nissan introducing a new bold, fresh design back in 2006 and creating an entirely new Crossover segment that previously did not exist. It was a market disruption from within.
The History of the Qashqai
With 4 million global sales, and three generations of Qashqai, it stayed relevant through its evolution, not just of design, but through technology and the powertrains offered.
Sales instantly exploded, selling 100,000 Qashqai’s across Europe in just nine months, and all produced from Nissan's Sunderland plant. The demand was so high that Nissan had to put additional manufacturing shifts on to cope, and by January 2011 the Qashqai hit a million global sales with more than 750,000 of those in Europe. It placed Nissan as the first UK manufacturer to achieve this milestone with a single model.
Twenty years on and the Qashqai still dominates the U.K. sales chart sitting comfortably in the top 10 best sellers month after month.
Nissan states that “every Qashqai is designed, engineered and manufactured in the UK at Nissan Design Europe (London), Nissan Technical Centre Europe (Cranfield) and Nissan Motor Manufacturing (Sunderland)”.
It has some phenomenal stats from the last two decades:
More than 4.1 million units sold in Europe and another half a million produced for global markets.
Sold in more than 100 countries, from Australia to Zimbabwe.
More than 110 international awards, including over 20 Car of the Year titles.
Created a segment that previously didn't exist, which now accounts for 4m+ units in total annual industry volume.
Qashqai has helped Nissan contribute an average of £2.8 billion to the UK economy annually since its launch, supporting 6,000 jobs directly at the Sunderland plant and 30,000 more jobs across the supply chain.
The key to the Qashqai’s success is its ability to maintain its appeal whilst developing new technologies and evolving the design over the decades. It initially dominated diesel sales charts but after three generations, Qashqai has evolved with its unique e‑POWER hybrid technology (version 2) bringing an EV driving experience from an onboard petrol generator. Only the electric motors drive the wheels of the Qashqai with e-POWER option.
The result is an EV-like driving experience, offering smooth acceleration, strong torque, and serene quietness. And it still offers the same principles that made it an instant hit 20 years ago with the best attributes of a hatchback and an SUV. Yet the e‑POWER hybrid powertrain provides an electric drive with the the efficiency and range of diesel. Sadly, Nissan offer no plug-in version.
Massimiliano Messina, Chairperson for Nissan's Africa, Middle East, India, Europe and Oceania (AMIEO) region said: "Twenty years ago, the Nissan Qashqai challenged automotive convention and created a category that transformed the European market. More than four million European sales later, it remains a symbol of Nissan's ability to combine bold thinking with customer-focused innovation.
Today, Qashqai equipped with e‑POWER hybrid technology continues that legacy, offering an electrified driving experience without the need to plug in and making electrification more accessible for a broader range of customers. As fuel costs continue to impact households across Europe, our strategy is to give customers more choice by providing solutions that are efficient, accessible and tailored to the way people drive today. From pioneering the crossover segment to advancing electrified mobility, Qashqai has continually evolved to meet changing customer needs while staying true to the innovative spirit that made it successful.”
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About the Author
Graeme Cobb is a lifelong car enthusiast with a passion for writing about cars, EVs, industry updates and more.
You can find Graeme on 𝕏 at @graeme_cobb
