Nissan will begin its advertising campaign for the redesigned Altima sedan three months before it could be widely offered. Jon Brancheau, Nissan's vice president of marketing, said that the initial ad campaign is set to start this week. By late June, the 2013 Altima will start to arrive in showrooms but it will be widely available only in July.
Brancheau wouldn’t provide details on the marketing expenses for this volume-leading vehicle. However, he said that this is a major part of Nissan's budget for 2012. The early TV commercials will be displaying the Altima just briefly.
These ads have Robert Downey Jr. saying these lines: "Five all-new models over the next 15 months.” At the same time, five vehicles hidden under silky sheets are being driven through a city.
Towards the end of the commercial spot, the sheet is taken off and the new Altima is unveiled. Nissan has planned five redesigned cars and light trucks: the Altima, Pathfinder, Sentra, Versa hatchback and Rogue. Nissan is taking this Altima launch seriously.
Even as the product cycle of the present model is about to end, the current model continues to sell at robust volumes. Nissan sells 25,000 to 30,000 Altimas each month.
The Altima had been at second place and was trailing the top-selling Toyota Camry for quite some time. In the first quarter, U.S. sales of the Altima increased by 39% to 96,360 units. For the month of March, Altima sales grew by 27% to 41,050 units. Meanwhile, 42,567 Camrys were sold last month.