Nissan Has A New Pitchman
The past couple years have been some of the worst on record for the automotive industry. North American auto sales have plummeted from around 17 million vehicles a year to just above 10 million.
Some car companies (which I won’t mentioned here) went bankrupt, some went to their respective home governments for aid, some others turned to tightening their belts, trimming costs and looking to internal financial reserves to attempt to see through to the other side. Nissan was in the latter of these groups.
Last year, Nissan trimmed expenses wherever it could, and one of those areas was the advertising budget, which was slashed by 42%, down to $690 million from almost $1.2 billion in 2008. However, Nissan is seeing the light at the end of the recession tunnel, having just posted their 10th consecutive monthly gain.
Encouraged by this turnaround, the ad budget is quickly returning to life, with Nissan adding over $100 million dollars in preparation for the 2011 car selling season to its national budget just last month alone.
Starting in September, all of these renewed resources will be focused on a program entitled, “Innovation for All,” which will put the spotlight on the brand as a whole, featuring the quality, the ’innovative’ features (interconnected functionality, electric drive, air purifiers, etc) at pricing clearly aimed to undercut their Japanese rivals Honda and Toyota…which Nissan has vowed to surpass.
Central in these plans with be the LEAF, Nissan’s 100 mile, all electric BEV. Starting this weekend, a series of 60 second spots featuring Iron Man, Robert Downey Jr., will highlight the LEAF, as well as the 370Z, Altima, Maxima and Titan. (Which of those 5 don’t belong?)
The LEAF ads are particularly of interest, because they have been designed to be ‘viral’ hits, (if that is possible by a large corporation), focusing on everyone’s hot button, favorite topic, climate change. The ad, which is slated to begin airing on September 9th, showcases a ‘actual trained polar bear’ (which according to Nissan is the only one in the world) who wanders away from the arctic, travelling across the country, through cities, over bridges, into suburbia, only to give a LEAF owner a big hug. (No word yet if the polar bear will also offer the LEAF owner a cool beverage from the Coca Cola company)
Nissan is looking to gain a whopping 200 million media impression between September and year-end for the “Innovation for All” campaign, and in a effort to do that, has secured a full exclusive quarter of Sunday night NFL football on NBC, and will also be featured throughout the upcoming 2010 Major League Baseball World Series, which lines up nicely with their North American release of the Juke.
Random point of interest: Nissan has decided to reduce/redirect ad revenue away from the more traditional print medium for the remainder of the year.
(Adage)
![Will Ferrell Spotted Driving a Nissan LEAF [Video]](http://nissan-leaf.net/wp-content/themes/bigfoot/includes/timthumb.php?src=
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Ghosn has said that growth going forward has to be found in electric vehicles and lower priced product. The former is better served by PR than advertising but the latter probably needs advertising.
A real trained polar bear? Are these guys nuts? I thought the sun had set on the use of wild animals for circus acts. The use of the polar bear is gross, made exponentially worse by bragging about it. Sometimes it’s just amazing how tone deaf advertising guys can be. Next they’ll want to show us how much fun aerial wolf hunting is, assuming they can find the time while fending off PETA.
DonC(Quote)
They should just butcher the bear and make hamburgers.. its very undignified for a noble polar bear to appear in a commercial.
Herm(Quote)
How much is Lance making for his efforts….
demetrius(Quote)
I’ve seen some of Ghosn’s interviews and his unflappable justification for the direction Nissan was going w/ the Leaf. The interview came much earlier in the development of both the Leaf and the Volt. He seemed very intelligent, but it seemed like a big gamble.
Now that we are at the end of the development of these two vehicles I must admit that Carl seems to have won. Don’t get me wrong, I like the Volt and, may in fact, end up buying one when the Prius wears out.,, but the Leaf makes absolutely perfect sense for people w/ the right demographic: Two people living in a large metro. They have 2 cars.:one Leaf and a mini van. They can do it all w/ just these 2 cars. –and it’s a huge population of people.
I just don’t see the Volt selling to too many people. Mainly due to it’s price. It’s 51K$ out the door. (the Prius went out the door at 25K). From an engineering POV the pure EV makes more sense. Why carry around a battery that heavy and expensive and only be able to use half of it…..and then make up for that by putting in a big heavy ICE that must run on any trip over 40 miles. Oh, I can hear them all crying now on the GM-volt cheer leading section after the lead article—”"Yeh but most people only drive 40 miles a day so they won’t even use the range extender.”"
If you only drive 40 miles a day then the Leaf is perfect.!, you don’t NEED a range extender and you don’t have to pay 51K.
GeorgeS(Quote)
I don’t know, but I heard Nissan nixed a commercial that showed Lance, whose cycling races last for more than 100 miles, cycling past a LEAF that had passed him by earlier but now parked on the side of the road. As he passes by he remarks that he’s finally found a car he can beat to the finish line…
Regarding the polar bear ad – it’s not going to register very positively with people who have their doubts about global warming.
stuart22(Quote)
To include me with a viral add it must tell when the “innovation” of their NMC battery will be available, i.e for the 2013 model year Leaf. I need 120 mile range at freeway speed (60-70 MPH).
Van(Quote)
Some greens are very dour people, anyways they probably dont buy new cars because its too much fun.. I would like to see a commercial with Knut driving a LEAF, they can put his handler on the passenger seat.. a very tasteful ad.
Herm(Quote)
Shit where’s my dictionary.
GeorgeS(Quote)
GeorgeS,
Where do you get the $51k price for the Volt? It is $41k, which is still bad, but not as bad as your number. I like the Volt. I like the Leaf. Which one I purchase may depend on availability.
N Riley(Quote)
It was over to your left on the little iceberg but the bergie melted!
As for whether the Leaf is turning out to be a better bet than the Volt, the advantage for the Leaf is that it’s cheaper, and it’s cheaper because Nissan is making more Leafs. Given that the range of a 100 miles is somewhat dicey to begin with, and that over time the range will decrease, the range has to be something of a concern. The people I know who are buying a Leaf would buy a Volt if the price difference were a few thousand dollars and the Volt was more available.
However, the big issue is really how many people will buy EVs. As with all cars, if demand is there ultimately you will end up with plenty of supply. This is critical because, as Ghosn has said, at production levels of 500,000 a year you can take $7500 off the cost of each Leaf. Or, as Bob Lutz has intimated, at those production levels the Volt can be priced at under $30K before rebates.
DonC(Quote)
The Polar bear commercial may not be a good idea because of the continueing debate over global warming. IMO highlighting the fact that all electric vehicles are currently the best solution for emissions and home produced fuel, would make better selling points. I think when people see the Leaf and other EVs in person, they won’t need much advertising. The sooner Nissan can produce their gen. II battery with more range could make a big difference gaining market share with people who need 50%+ range, like me.
blind guy(Quote)
Quick note to anyone with August ordering. The ordering date has been moved from Friday to Tuesday (31st). Confirmed by 2 dealers.
evnow(Quote)
It includes 3680$ of options (they will all come loaded). 2000$ markup at corvetteguys dealership (where I almost bot one) and 9% sales tax.
GeorgeS(Quote)
Good one.
Herm, what does dour mean??
GeorgeS(Quote)
I for one would not!! Want a big hug from a polar bear. In case anyone didn’t watch nature on PBS as a kid, I’ll let you in on a little secret. The polar bear is the last land animal on Earth that will actively hunt, kill, and eat humans. As for all those PETA folks out there, you wouldn’t be saying “ohh how majestic” if you came across one of these monsters on foot in the artic without a gun. You would be lunch.
So if buying a leaf means a polar bear comes to my house, count me out.
I would avoid that ad.
Crookieda(Quote)
Good, so firm orders will take place within the next couple of days. =) Glad to hear that…
James(Quote)
I personally accept the science behind global climate change. However, I would rather emphasize energy independence as a rationale for electric vehicles. Most Americans consider this less controversial, and energy independence is arguably a more urgent issue. Imagine what could happen to oil prices (and the global economy) if Iran announces that it has nuclear weapons and threatens to do something crazy, or actually follows through. Even in the absence of Middle East craziness, we know that oil supplies are likely to peak soon, if they haven’t already, while demand trends upward. But alas, perhaps global warming and polar bears are easier for people to understand.
Andrew B.(Quote)
It’s a manipulative message, and when one is opposed to an assumption (that global warming exists) behind a message, the resultant reaction can be totally opposite to what the messenger sought. It could actually amplify resistance to the message and all that would be associated with it.
Bad choice, Nissan. I could put forth a much more effective ad campaign than what Nissan has been doing with Lance Armstrong and now the polar bear. Give me the resources and I’ll do it, Nissan.
stuart22(Quote)
The bear add is tongue in cheek. Some people take themselves too seriously. Lighten up and smile. It may not be the kind of humor you enjoy but it is not meant to be hurtfull. From the reaction of the folks on this blog, Nissan`s marketing people have accomplished what they wanted. Advertising is meant to get your attention on their product and have people talk about their adds . Bravo Nissan marketing folks. Goal accomplished!
Stan Stein(Quote)
Hey George,
I would NEVER say this over at GM-Volt.com, because I really like Corvetteguy, and I’m not big with the thread hijacking, or potentially hurting someone in the wallet, but I have been following GM for a very long time, and Singh Chevrolet is a problem dealer for GM imo. Lets just say they are very opportunistic-especially on pricing, and have been know to ‘change their minds’ from time to time….nothing wrong with that, I’m just saying.
Jay (Statik) Cole(Quote)
I’m on it, heeh. Was just waiting on a direct quote from Nissan before I went to press.
Jay (Statik) Cole(Quote)
Yes, let’s hear the latest breaking news…..
James(Quote)
The bear hugging thing has been done before in an ad for the Minnesota State Lottery.
http://www.youtube.com/watch.php?v=D5YZ3KC6bmA
Ike(Quote)
Someone that takes themselves too seriously.
Regarding AGW, I want to see models making predictions and those predictions actually come to pass and verify the models.. without that its not the kind of science I believe in. No alarmism please. I also dont want to see Polar Bears become extinct, if they have to eat the occasional eskimo so be it.
Herm(Quote)
1 : stern, harsh
2 : obstinate, unyielding
3 : gloomy, sullen
JEff(Quote)
Regarding models and exact science,
the same people who DON’T believe in the models of AGW, mainly because they don’t understand them, are the same people who DO believe in whatever kind of “plan” or “model” the Republicans have right now for the economy, based upon the same models they used to get us into this colossal mess in the first place!!
They say they feel that AGW models are fixed, are quick to fall for smear campaigns that manipulate language they don’t comprehend like “trick” in mathematics, and “hide the decline” and yet when it comes to the economy they’ve got to also manipulate the language and the very media environment themselves in order to put forth a plan that in essence HAS NO MODEL or indeed NO PLAN!
So as for the Leaf, I think they’re targeting the audience that they think will buy the car amongst other models and quite effectively so. If a non-environmentally sympathetic person is looking for pure $ savings or to send a message to the oil cartel, they’ll probably buy it anyway, as in the case of many who own Priuses.
Michal(Quote)