2018 Nissan Kicks Enters Subcompact SUV Market Aiming For Millennials With Flashy Packaging

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Gone is the Juke. Here instead is the 2018 Nissan Kicks. It’s not a one-for-one trade. The Kicks is built for the 33-million large millennial buyer market rather than being a niche vehicle for the subcompact SUV market. Like the Juke, the Kicks has a quirky side, but it also lacks some of the playful characteristics the outgoing model had. Still, it ticks a lot of boxes for a lot of buyers.

The Rogue is Nissan’s sales leader in North America, with sales over 403,000 for 2017. It’s no surprise then that Nissan listened to buyers who arrived at dealers and upon seeing how spacious the Rogue is, started looking for something smaller. The Juke was not the answer. The Rogue Sport filled a bit of that gap, but now the Kicks is securely in the space. Like with Juke, Rogue Sport and Kicks are two totally different vehicles aimed at different audiences.

Rogue Sport buyers are family starters or empty nesters. They require something comfortable and a little plush with available all-wheel drive. Most importantly perhaps, they are willing to spend a little more to get it than the $17,990 Kicks starting price.

Offering two-tone roofs, a safety-centric ad campaign, and an emphasis on value, Kicks is looking to take a bite out of Hyundai Kona, Ford EcoSport, and Kia Soul sales. The company has openly said that they’re expecting 60-percent of buyers to be conquest sales, meaning they decide on a Nissan after owning other brands.

What will drive them to the Kicks? With the model, which is new to North America but has been sold worldwide since 2017, Nissan has created an attractive package from the inside out. Starting with how it is viewed at curb height, Kicks designers based in Brazil but imported from North America, Latin America, and Japan were conscious of how the SUV would be viewed by bystanders and café goers in urban situations. They added a rear bumper cover that rises high on the rear to help protect the car from rough roads commonly found throughout the global marketspace.


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From the back, which appears influenced by European mass market car design, dynamic and attractive body paneling gives your eye something to keep it entertained until you reach the signature V-Motion grille at the front of the Kicks. The company’s hallmarks of a floating roof and boomerang headlamps have also made it to the Kicks allowing for two-tone paint jobs for just an additional $150 where the roof and body are two different colors.

Nissan has taken the fun a step further offering their Color Studio for the Kicks and filling it with unique colored accents like wheel inserts, air vent rings, and spoiler covers that are genuine accessories.

On the inside, Kicks tones down the uniqueness for a mature, well-equipped interior compared to other vehicles in its class. In the place of rubber or hard plastics, you’ll find the Gliding Wing dashboard covered in a leather-like material with contrast stitching. A 7-inch touch screen dominates the center stack but it is less satisfying to use than the available Bose Personal Plus sound system which offers 360-degrees of sound and puts speakers in the head rests of the vehicle for added sound dynamism. Apple CarPlay and Android Auto are standard on every trim above the base model.

The flat-bottomed steering wheel is a welcome addition to the Kicks, which is low on space as its category suggests but feels roomy and comfortable to the average passenger thanks to NASA-inspired Zero Gravity seats. Cargo space behind the second row is some of the best among its competition and it offers best-in-class front head- and legroom. Despite all the space, there’s still only one arm rest in the front row, for the driver, and I found it to be a little too high to be comfortable.

Powering the Kicks is a 1.6-liter four-cylinder engine mated to a continuously variable transmission that delivers fine power in city driving situations. Its 125 horsepower and 115 pound-feet of torque ratings are made better by the vehicle’s low 2600-pound curb weight. The Kicks is easy to get off the line but struggles on uphill climbs and on-ramps, as one might suspect. Once up to speed, passing on the highway isn’t a problem.

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