Nissan Motor Co., Ltd. announced the new Roox on September 19, 2025 , and it has now been revealed that it has achieved 11,344 orders (as of October 19) in just one month since orders began. Deliveries of this model will begin on October 27, coinciding with the Japan Mobility Show 2025, and it is attracting attention as a core part of Nissan’s light vehicle lineup.
Sales reached 11,000 units within one month of its launch, making it a pillar of Nissan’s minicar strategy
Main features and evolution of the new Roox
The new Roox is not just a minor change, but a fully redesigned model that has evolved in every direction. The exterior adopts a “cornered square” design motif, and a new two-tone color scheme is set that is inspired by the traditional Japanese architectural style, “karahafu.” The design is characterized by a modern sublimation of Japanese taste.
The interior is designed to be as comfortable as a living room, offering a high level of livability that allows families to spend their travel time in comfort.
Fully equipped with advanced safety features, including some that are new to Nissan minicars
A major improvement of the new Roox is that it is the first Nissan light vehicle to be equipped with the Intelligent Around View Monitor (with moving object detection and 3D view functions).
This equipment displays the situation around the vehicle on a large 12.3-inch display, allowing for intuitive confirmation through detection of moving objects and 3D display. Furthermore, the “Front Wide View” function, which “visualizes” blind spots at intersections, significantly improves safety.
Looking at actual orders, approximately 70% of customers who selected the Highway Star series installed this option, indicating a high level of interest in safety equipment.
Order status by grade: Surprising results revealed
The most noteworthy aspect of the order structure for the new Roox is the breakdown by grade.
New Roox exterior
[Order ratio by grade]
- S (Entry Grade) : 1%
- X (standard grade) : 19%
- Highway Star X : 27% (most)
- Highway Star X ProPilot Edition : 19%
- Highway Star G Turbo : 8%
- Highway Star G Turbo ProPilot Edition : 26% (2nd)
The Highway Star series accounts for approximately 80%
Approximately 80% of the total is concentrated in the high-end Highway Star series, which shows that the balance between brand power and equipment is highly regarded.
The reason why the “Highway Star X” is the most popular
What’s interesting is that the most popular choice is not the top-of-the-line Highway Star G Turbo ProPilot Edition, but the Highway Star X, which has a naturally aspirated engine and does not have ProPilot.
This trend suggests the following user sentiment:
- Prioritizing a balance between price and brand : Those who want the design and equipment of the Highway Star, but want to keep the price down
- Mainly for city driving : Mainly for short distance travel where ProPilot (adaptive cruise control) is not required
- The bare minimum is enough : Emphasize basic performance over excessive advanced equipment
ProPilot Edition Selection Rate
Grades that do not include the ProPilot Edition (S, X, Highway Star X, Highway Star G Turbo) do not come equipped with an electric parking brake (EPB) or auto brake hold (ABH), but come standard with a foot-operated parking brake.
Since 55% of the total customers chose a grade other than the ProPilot Edition, it can be inferred that many users prefer the “traditional usability.”
Body color popularity ranking: New colors are selling well
[Order ratio by body color]
- White Pearl : 34% (overwhelmingly #1)
- Black : 10%
- Cinnamon Latte (new color) : 8%
- Sorbet Blue : 7%
- Titanium Gray : 6%
- White Pearl/Frozen Vanilla Pearl Premium 2-Tone (New Color) : 5%
- Other : 30%
The strength of classic colors and the success of new colors
White Pearl accounted for over one-third of the total, confirming the stable popularity of classic colors. Meanwhile, the newly added “Cinnamon Latte” ranked third, demonstrating unusually strong sales for a new color.
Among the two-tone colors, the new “White Pearl/Frozen Vanilla Pearl Premium Two-Tone” was the most popular, with its modern Japanese design inspired by the karahafu (Japanese traditional roof).
Age analysis of buyers: Mainly in their 50s and 60s
[Order ratio by age group]
- ~30s : 16%
- 40s : 16%
- 50s : 29% (highest)
- 60s : 24%
- 70s and above : 15%
Those in their 50s or older account for 68% of the total.
The largest purchasing demographic is those in their 50s (approximately 30%), followed by those in their 60s (approximately 20%), with those over 50 accounting for approximately 70% of the total. The following points can be considered as characteristics of this age group:
- High purchasing power : They have financial means and can easily choose higher grades
- Trust in familiar controls : Feel secure with traditional equipment such as the foot-operated parking brake
- Changes in family structure : Life stages that require a larger indoor space, such as picking up and dropping off grandchildren
It is also interesting to note that young people (under 30) and those in their 40s are tied at 16% each, showing that light super height wagons are popular among a wide range of generations.
Reasons to choose the new Roox
1. Spacious interior space and ease of use
Although it is a light car, it has excellent interior height and cargo space, making it suitable for family use.
2. Enhanced advanced safety features
The car is the first in a minicar to feature the Intelligent Around View Monitor, and the ProPilot Edition also offers driver assistance functions on highways. It is popular with users who are willing to invest in safety.
3. Improved design quality
The design is highly acclaimed for its uniqueness, incorporating Japanese aesthetics, such as the “rounded square” design and two-tone color based on the karahafu (Japanese traditional hafu) motif.
4. Wide range of grades
Our flexible lineup, from entry-level to top-of-the-line models, allows customers to choose according to their budget and needs, attracting a wide range of customers.
Delivery start and Japan Mobility Show 2025
Deliveries of the new Roox will begin on October 27, 2025, and the actual vehicle is scheduled to be exhibited at the Japan Mobility Show 2025, which will be held on October 29. As a popular model that has already received orders for over 10,000 units, it is likely to attract a lot of attention at the motor show.
Summary: A success story of Nissan’s minicar strategy
The fact that the new Roox received 11,000 orders in just one month is a good example of how Nissan’s minicar strategy is being accepted by the market.
- Approximately 80% choose the Highway Star series due to their “quality orientation”
- The best-selling model is the mid-grade “Highway Star X,” which emphasizes balance.
- “Mature customer base” centered on those in their 50s and 60s
- New colors are selling well in “design evaluation”
These combined factors make the car more competitive in the mini super height wagon market. Even when compared to rivals such as the Honda N-BOX, Suzuki Spacia, and Daihatsu Tanto, it can be said that Nissan’s unique value proposition is proving successful.
Attention will also be focused on future delivery status and actual user reviews.
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