Nissan Motor Co. has launched the national marketing program for the 2013 Altima. It will be attached to a new tag line -- "Innovation that Excites” instead of the "Innovation for All" tag line, which was used by Nissan North America for almost two years. Nissan Europe had started to use the “Innovation that Excites” tag line since April when it launched the sporty Juke crossover in the UK.
Vinay Shahani, director for Nissan marketing communications and media, said that Nissan is making the change so that all of its global ad campaigns would be on the same page. Shahani said that the company wants its global communications to be more consistent and so its brand campaigns in the future for its various markets will be similar.
He didn’t give details on what vehicles will share campaigns. Notably, Nissan Europe had released a TV commercial of the Juke being built in midair by skydivers, underwater and in motion as it participates in a race in going to a dirt-bike ramp. The launch of the U.S. model has been criticized but regardless, Nissan North America will still have its tag line changed.
Nissan is hoping that even when the redesigned Altima arrives in the market in full force on June 26, it will still be the No. 2 best-selling mid-sized sedan in the U.S. Nissan’s dealerships throughout the country has started receiving the new Altima. According to insiders, regional sales managers were asked to meet high sales targets in the third quarter so that Altima would continue to move through the launch.