Nissan marketing plan targets digital natives
Car brand Nissan has revealed ahead of the Tokyo motorshow that it has identified digital natives as its target audience, and is tailoring its designs and marketing to appeal to the audience.
Nissan has centralised its marketing
It defines digital natives as those born after 1980.
The company said that its latest vehicle design is the result of collaboration with digital natives and Nissan's own designers.
Nissan said that the designs have an authenticity that appeals to a generation disaffected with cars.
"This is an expression of unconventional thinking to excite and meet the needs of younger drivers," Nissan chief Carlos Ghosn said.
Mitsuhisa Kato, executive vice-president, said "We don't want a car that people neither love nor hate."
"We want to make cars that people fall madly in love with; cars that convince them they could never drive anything else."
Last month Nissan signed a three-year contract with Omnicom Group as part of a deal which saw the brand launching its own new global agency unit to centralise all its marketing. It replaces TBWA who had been incumbent for Nissan creative duties for 26 years.