I think it's essential that if you call yourself a car enthusiast, you should spend some time in and around the service side of the automotive industry.
Not only to see a bit of how the sausage is maintained, of course, but because you'll quickly discover that most normal people don't give a shit about cars. (Honestly, I don't blame them.)
Beyond driverless car hype, SDV worries, and EV brow-furrowing by “mainstream” car enthusiasts, there’s an entire world of drivers, the actual mainstream, who have an elephant-like memory for past problems and indecipherable brand aversions.
“Ford Focus? No, my uncle Pete had a Ford that kept stalling out that one year we went up north…”
“Wasn’t that in 1976?”
“Yeah, and Ford hasn’t made a good car since!”
We may believe the entire world is on its knees, praying for the second coming of Audi’s R8 or whatever, but most people (literally billions of them) could care less. It’s taken me 40 years, but I think I get it.
So: the Muji Car 1000 is brilliant precisely because it addresses people who would buy a car if it only said CAR on its butt.
“Does it work? Is it good on fuel? Cool, I'm in.”
Official images and brochure • via Muji
Japan's market is a marvel of specificity, and just as much as there's a kei car for young women who love rabbits (Suzuki Alto Lapin), there's a car for people who need a car but don't really want one.
The Muji Car 1000 is the anti-enthusiast car, and I want one.
In the first world, I think that the 2001 Muji Car 1000 is also the hatchback that holds the title for the modern car from a major manufacturer with the smallest number of standard features — though proving this will be an exercise in splitting hairs.
It's important to understand that Muji is a “non-brand” brand, but unlike generic budget brands, Muji's items are generally of decent quality. I shop there when I can, because it's rare to find well-made items for a reasonable price that aren't slathered in logos. This approach wins Muji fans, which is why the company now has stores all over the world.
The Car 1000 had zero options, and is in fact de-contented from the normal Nissan March (Micra in other places); yes, this is just a March. There are no external badges, no nothing.
Drivers were treated to a CD player and radio…with only two speakers. Bumpers, door handles, and trim were unpainted, and steel wheels with hubcaps were it. It's a miracle the cupholders survived.
Colour? Marble white. Rear bench seat? Vinyl. Trunk lining? Vinyl. Engine? 1.0-litre 4-cylinder with 59 horsepower, mated exclusively to a 4-speed automatic. Automatic transmission and air conditioning…what more do you need?
• via Muji
Presumably, the Nissan logo was left on the steering wheel so owners could match the symbol to a dealer building as they approached. “Oh! That's the same symbol as the one on my wheel. Maybe they'll look at my car for me? I think I hear a noise…”
Lest you think this is a crazy idea (a car with no redeeming “enthusiast” qualities) the limited run of 1,000 units was sold exclusively online in 2001. They sold out.
Those who pre-ordered the car received a free gift, too: a logo-less Muji bicycle. Laugh all you want, but Ferrari made 300+ more F40s than Nissan made Muji Car 1000s…
If you ask me? This is in my top 10 dream cars. Maybe even top 5. 🤷♂️
