Nissan to take design-led positioning

Nissan will use the launch of its Cube model next week to unveil a repositioning of the car marque as a design-led brand.

Nissan Cube

The carmaker is using an influencer-led strategy for the first time to bring to the fore the company’s design credentials.

The Cube model will also be promoted in a series of design-led experiential events. They will take part in UK car dealers over the next two months, following the car’s official launch next week on the South Bank, London.

Experiential activity has been backed by an online CRM programme called “CubeList”, which is open to the influencers to access exclusive content and information about the Cube brand.

Nissan Motors GB marketing director Guillaume Cartier says he hopes the design-led strategy will shift perceptions of the marque, and he adds: “We will concentrate on an underground below-the-line campaign for the Cube to get our message across.”

The carmaker launched a pop-up store in Truman Brewery, which regularly holds arts events, in November last year to advertise the car to the design community.

Cartier says the “influencer-led” strategy will not be used for all of Nissan’s car launches, but elements of the strategy will be used for the family sized electric car Leaf, which is due to go on sale in January 2011.

Borkowski PR is helping Nissan recruit influencers from the design world and TMW is running the CRM activity.

Last year, Nissan sold 77,924 new cars in the UK and had a 3.1% market share, according to the Society of Motor Manufacturers and Traders.

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