Nissan has added China to the markets it aims to target for its new global advertising campaign, using the slogan "SHIFT_the future" . The Japanese automaker, keen to build its presence in the market, will also highlight under this slogan a 9-model line-up at the Nissan stand at Auto China 2002 starting June 6.
Among the nine models, two are Nissan SUVs that will make their debut in China. Three are sedans that are already setting trends in the market. Nissan will also unveil a new model to its passenger car line-up for the Chinese market and several concept models that illustrate aspects of Nissan's vision for the future.
In the fall of 2001, Nissan selected the theme "SHIFT_" as the cornerstone for its advertising and marketing tagline throughout the world. The full tagline changes its wording while maintaining the theme of 'SHIFT_' in accordance with local market requirements. In China, the word 'future' was selected to complement the 'SHIFT_' theme', and thus 'SHIFT_the future'.
"We see this campaign as an important element in communicating the new global Nissan brand to our audience in China," said Katsumi Nakamura, Senior Vice-President of the China Business Office. The Office was established in April 2002 at the company's headquarters in Tokyo to drive momentum into this core business where offering products that best suit the needs of users in the market is key.
"We are delighted to participate in Auto China 2002 to showcase Nissan's breadth of products and expertise, and to introduce our new global tagline," Mr. Nakamura said.
In elaborating further on the essence of the tagline, "Shift is a very action-oriented word. It means to move or to change, as in gear-change. But it also implies both force and a sense or urgency," said Jean-Jacques LeGoff, Senior Vice-President, Global Marketing.
"The phrase 'SHIFT_the future' stands for setting new standards and imaginatively creating a new future through our innovative approach to customers, our way of doing business, our products, services, showrooms and communications," he added.
Achieving this will not always be easy. "To make 'SHIFT_the future' a reality, we need to focus on how we view and interact with our customers," said Mr. Nakamura. "We need to be proactive in anticipating people's needs to ensure that individual drivers will feel that there are Nissan vehicles designed specifically with them in mind. By doing this we will continue to offer consumers products that can enrich their lives.
"Nissan is committed to doing this in China," he said.
On May 9 in Tokyo, Nissan announced plans to introduce 12 all new vehicles in different markets around the world in 2002. A total of no fewer than 28 all new vehicles will be launched by the end of fiscal 2004. Moreover Nissan announced its aim to increase its sales by 300,000 units in general overseas market outside North America, Europe and Japan by the end of fiscal year 2004.
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