"Our target buyer is really the millennials, prefamily stage — singles, couples, prefamily, maybe one kid on the way," Bunce told Automotive News on the sidelines of the show. "But then also, you've got the other side of the equation when people are downsizing. They've had crossovers, SUVs and trucks and they're looking to downsize a little in retirement, but they don't want to go all the way back to a sedan just yet. So we think it'll fit that need perfectly."
Bunce believes the Kicks could satisfy customers who want a Rogue Sport but can't afford the payments.
Kicks pricing was not announced, but Nissan promises it will be less than $19,000 when it reaches dealerships in June. That lower price, combined with a size similar to the Rogue Sport, means Nissan will be able to steer those customers toward an entry-level crossover instead of an entry-level sedan, Bunce said.
"If they really desire a crossover, this is an opportunity," Bunce said. "We don't see this as a cannibalized customer."
Bunce, who heads Nissan's North American dealer product subcommittee, said retailers have clamored for the Kicks since it was unveiled for South America during the 2016 Summer Olympics in Brazil.
"The minute they saw it, they wanted the vehicle immediately," Bunce said.
He sees the Kicks as an ideal fit for large cities.