When Renault released their second generation Megane, people’s reaction pretty revolved around three words. “Whisky”, “Tango” and “Foxtrot”, if you know what I mean. I remember when I first saw it my first thoughts were “My goodness! It looks like someone’s made a massive dent in the back with a cricket bat.” But what did I know? It was voted European Car of the Year in 2003, was the first small family car to achieve a 5 star Euro NCAP rating, and went on to become a sales success. Now let’s look at Renault’s partner, Nissan. When the Juke came out, the reaction was pretty much the same to the Renault Megane. “What in the name of all that is holy is that?!” And now. the Renault-Nissan alliance has done it again. (Read More…)

Whenever somebody asked me what I did for a living during the summer of 1994, I would tell them “I sell Infinitis”. That was a lie. My actual job was to lease the Infiniti J30 at $399/month to second-tier suburban wanna-bes and a wide variety of credit criminals. That was what paid for our owner’s impressive coke habit, and that was what earned me as much as three thousand dollars per month.

In the interest of strict factual accuracy, I should point out that we did, nominally, sell two other models. The 1994 Q45 was an overpriced brick with a Park Avenue-style facelift. Over the course of six months, we sold two of them, one to a former salesman who was simply in the habit of driving that particular car as a demo, and one to somebody who owned a 1990 example and was only vaguely horrified at the “updates” performed that year. Looking back, I think he used to snort coke with the dealership’s owner. It would explain a lot.

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In a new ad sponsoring all kinds of programs, on regular and cable TV, Nissan is taking the competition by the horns. In their new ad touting their Livina 2011 (pics here), they directly attack GM, Honda and Fiat. Yes, they cite their competitors by name and even put their logos and cars in the ad.

In Brazil, this is almost unheard of. Back in the 90s Pepsi did a South American version of the coke wars. Some beer companies soon copycatted them. However, the ads were pulled quickly and I had the impression people were not impressed with such tactics. (Read More…)

Carlos Ghosn has the Wall Street Journal flabbergasted. To the utter dismay of the WSJ, Ghosn said that Nissan is talking to their joint venture partner Dongfeng about transferring lithium-ion battery know-how and other electric-car technology to the joint venture. Even more worrisome to the WSJ is Ghosn’s statement that “there’s no limit to technology we bring to China.”

According to the WSJ, “Ghosn’s remarks on electric vehicles, at a news conference Monday, come amid worries by many foreign auto executives about a ten-year plan China is drafting for the electric-vehicle industry that they fear could compel foreign companies to transfer technology to local joint ventures in a way that might result in their losing control of the technology.”

These worries are either worries by junior executives, or the imagination of even greener Wall Street Journal reporters. (Read More…)

Now that GM is thinking about trademarking “range anxiety,” the only choice left to Nissan is to do something about range anxiety. (Just in case GM is successful with their trademark application, we’ll call it Arrival Angst™ … remember, you’ve seen it here first, just in case we’ll have to call you as a witness.)  According to The Nikkei [sub], Nissan “will offer buyers of its Leaf electric car a service to ease drivers’ dread of having the batteries run out while on the road.” (See, even The Nikkei is staying away from “range anxiety.” Alright, let’s trademark Distance Dread™ also.) So how will that service work? (Read More…)

There used to be a time when Japan exported cars. Now, they export car factories. Nissan has been on the forefront of this movement for a while. Now comes their biggest export deal: Nissan plans to double its capacity in China by 2012, writes Reuters. That would bring their annual capacity in China to 1.2 million units. (Read More…)

The first 9/10ths of this strange Nissan Juke spot is the typical youth-oriented car commercial: much sound and hipness, signifying nothing. Which is probably why the unexpected ending makes such an impression. Say what you want about Nissan’s decisions regarding the Juke’s styling and marketing, nobody can accuse the brand of living in the past.

One by one, Japanese automakers are turning their back on Nippon and establish production in low cost countries. Can’t blame them: The high yen makes exports prohibitively expensive. On the other hand, a higher and higher yen buys more and more production capacity abroad. Nissan has been on the forefront of this movement, maybe because its CEO isn’t Japanese. Now, Nissan bolsters its presence in Indonesia. (Read More…)

When the high Yen drove Nissan out of Japan to Thailand, and to importing their Nissan March (elsewhere known as the Micra) from the  Land of Smiles back to the Land of the Rising Sun, many thought this a daring, maybe even suicidal experiment. Will the notoriously nitpicky Nipponese buyer buy it? Or will “the first move by a Japanese carmaker to export a mainstay model to the home market,” as The Nikkei [sub] called it, be a resounding dud? Either the Japanese are changing, or Nissan pulled-off the impossible. (Read More…)

To hype its forthcoming Leaf electric car, Nissan has reached for the most manipulative imagery in the green marketing playbook: the Polar Bear. They’re cute, they’re cuddly, and because their icy habitat is being destroyed by regular cars, they will hug you if you buy an EV. Meanwhile, the causes, trajectory, and impacts of global climate change (not to mention its possible solutions) remain extremely abstract and far-away when compared to the political and economic ramifications of global oil undersupply. Too bad market failures and geopolitical instability aren’t as emotionally manipulative as those fuzzy bear guys…

The Japanese seem to be convinced that EVs are the wave of the future. They are so convinced that they are thinking up schemes to use that big expensive battery in the car for other things if the car is not used for other things. Such as when that new EV is sitting in the driveway while Watanabe-san commuted to work using the JR-train. Nissan, Hitachi, and Orix announced that they will work together on turning those batteries-on-wheels into dual-use technology. (Read More…)

The Japanese “Big Three” automakers all saw significant sales drops in August, thanks to similarly large increases in August 2009 sales spurred by Cash For Clunkers. Toyota/Lexus/Scion sales fell 34 percent, as Camry and Corolla crashed down from insane C4C volumes of 54,936 and 43,061 respectively. Only Avalon, Sienna, 4Runner/FJ Cruiser and Sequoia gained year-over-year last month for the Toyota brand, while lower-volume Lexus models like HS, LS, SC, GX and LX were the firm’s sole luxury gainers. As a brand, Scion sold only 4,012 units. Honda’s Accord and Civic mirrored the Camry/Corolla’s drop, as Odyssey and Pilot were the only Honda-branded gainers. Acura RL, MDX and RDX were all up on the month, and Honda/Acura ended up with a 33 percent decline overall. Nissan saw sales growth from Maxima, Titan, Xterra, Pathfinder, Armada, and Murano.Conversely,  G37 Coupe and FX were the the only Infiniti models failing to outperform August 2009 sales, resulting in an overall 27 percent drop. Full numbers after the jump…

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Mad cars are what make this industry fun. The second generation Renault Megane had a polarising effect; people either hated it (me) or loved it (the others). And people did love it. Very much. Then there was the Fiat 600 Abarth, where they tweaked the engine (which was in the boot) so much, it could only stay cool with the boot lid open. When they found out the car could go faster with the boot lid open, Fiat sold the car with the boot lid permanently open! Then we come to Nissan. While quite not in the same league as the Abarth, Nissan has had some pretty wild cars. The Cube and the Juke certainly stay seared in one’s mind. And it looks like they’ll be doing it again. (Read More…)

Nissan was the fifth best-selling brand in the first half of 2010, but with nine new model rollouts planned for the next two years it’s looking for something its marketing team calls “breaking the mold” improvement. To do that, Nissan is leading its product blitz with distinctive products like the Leaf EV and the Juke “sportcross,” but it’s also working to bring more attention to its brand as well as its vehicles. Marketing boss Jon Brancheau explains the problem to AdAge

If you look back over the course of the last 18 months at our creative, a lot of it has been focused on individual models and there hasn’t been an overarching idea that held everything together, laddering to Nissan. That’s what’s different about this work. It’s focused on the vehicle lines supporting the Nissan brand rather than just focusing on individual launch activity. The Leaf is the most recent example to believe that Nissan is an innovative company and that’s how we want to transmit our message to consumers, we want to turn it around a little bit — Nissan is the brand, and here’s the reason you should believe in it.

Unfortunately, the vehicle for Nissan’s latest bid at brand awareness is based on the tagline “Innovation For All,” a bon mot that is unfortunately reminiscent of the ill-fated Chevrolet tagline “Excellence For Everyone.” For a brand that is respected by many but loved by few, that’s a dangerously vague approach to a marketing push, and it hardly seems like the message to propel Nissan out of its perennial also-ran status. On the other hand, it’s tough to put a finger on what exactly Nissan should stand for because it’s brand has almost always been poorly differentiated in this market. So we’re curious: what does the Nissan brand mean to you, and what are the strengths it should build on as it seeks to improve brand awareness? Or are they on the right track already?

Did we say that the Russian market is on the rebound with a vengeance? Nissan agrees. Nissan will raise its Russian auto sales target for fiscal 2010 to 100,000 units, up 120 percent from last fiscal year, COO Toshiyuki Shiga told The Nikkei [sub] today. Nissan’s SUVs are selling so briskly that Nissan has trouble keeping up with the demand. (Read More…)