Nissan Strategy Presentation
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Strategy Presentation12/21/2013
What’s the Situation?
With the “Nissan Power 88” initiative, Nissan needs a global partner to
solidify its brand messaging.
What’s the Situation?
That journey begins in the US.
What’s the Problem?
US demand for Nissan vehicles is at a historical low.
What’s the Problem?
Why?
What’s the Problem?
American drivers don‘t know who Nissan is.
What’s the Problem?
“What does Nissan mean to me? Not a doggone thing!”
“Nissan is ‘that other’ Japanese company that build perfectly competent vehicles, but doesn’t have that one factor that makes them stand out.”
*actual comments on Nissan as a car brand
“Today, Nissan is the company that builds everything. I am not sure what Nissan is, exactly.”
“’Innovation For All’” is a perfectly reasonable aspiration for Nissan, though they are a fair distance from it.”
Why do EVs matter?
First and foremost, Nissan has put electric vehicles at the forefront of its
innovations.
Why do EVs matter?
And people are noticing.
Why do EVs matter?
“The Leaf on the other hand is a huge departure for them.”
*actual comment on Nissan car as a brand
What’s the Problem?
This is a brand knowledge problem.
What’s the Goal?
So how can we fix this identity crisis?
What’s the Goal?
Prove to American drivers who Nissan really is with the Nissan Leaf.
What’s the Goal?
How do we convince American drivers?
Who are American Drivers?
“There are car people, and there is everyone else.”
Who are American Drivers?
Car people care about how they get from point A to point B. They understand mechanics. They’re gear heads. The details matter. But, they’re a small niche.
Who are American Drivers?
Most Americans that buy cars are the “everyday drivers.” To them, cars are just a means, not an end. The majority wants what is
simplest, easiest, and most efficient to use.
Why Do Drivers Buy Plug-Ins?
EARLY
ADOPTERS
GREENER
US
ENERGY
CONCERN
FRUGAL
REFLECTS
“ME”
Why Don’t They?
EARLY
ADOPTERS
GREENER
US
ENERGY
CONCERN
FRUGAL
REFLECTS
“ME”
DON’T
LIKE
FADS
ELECTRIC
IS
“DIRTY”AGAINST
GOV.
SUBSIDIES
UPFRONT
EXPENSES
“OUT
THERE”
DESIGN
DO DON’T
Why Do Drivers Buy Plug-Ins?
Drivers are hung up on all the ways EVs are just so… different.
What’s the Consumer Truth?
A CAR NEEDS TO
BLEND IN TO THEIR LIVES*
*for the everyday driver (the one that needs convincing)
Who Are We?
How does Nissan fit into that?
Who Are We?
NISSAN
ADVANCED TECHNOLOGY
COMMITTEDTO EV
MOBILITYFOR ALL
Who Are We?
NISSAN
COMMITTEDTO EV
MOBILITYFOR ALL
ADVANCED TECHNOLOGY
In the next six years, Nissan is launching 66 new vehicles and 90 new automotive technologies. It has a historic relationship with motorsports, including its partnership with fellow innovator Renault.
Who Are We?
NISSAN
MOBILITYFOR ALL
ADVANCED TECHNOLOGY
Nissan is completely committed to sustainability by producing 100% electric vehicles, even incorporating EV technologies into its racing and concept cars.
COMMITTEDTO EV
Who Are We?
NISSAN
ADVANCED TECHNOLOGY
COMMITTEDTO EV
MOBILITYFOR ALL
Nissan sells popular cars like the Versa and Pathfinder; fuel-efficient, functional, and affordable, and plans to expand its number of entry-level vehicles.
Who Are We?
The truth is, driving is about so much more than the car.
Who Are We?
Nissan is committed to engineering more than just a car, but a
total driving experience
in sync with people’s lives.
Who Are We?
In sync with their desire for the most functional technology, doing their best
to preserving the planet, and not spending a fortune to do so.
What’s the Brand Truth?
NISSAN IS ABOUT THE
EVOLUTION OF THE TOTAL
VEHICLE EXPERIENCE
Who’s Our Competition?
CHEVY
VOLT
TOYOTA
PRIUS
TESLA
S
CADILLAC
ELR
Who’s Our Competition?
STILL
USES GAS
EXPENSIVE
PLUG-IN
TECH
WALLET
BUSTING
MORE
FLASH
THAN
POWER
STILL
USES GAS
EXPENSIVE
PLUG-IN
TECH
WALLET
BUSTING
MORE
FLASH
THAN
POWER
What’s Missing?
For all other leadings EVs and hybrids, buying one is a luxury. It’s something
extra. You have to sacrifice something. It doesn’t fit naturally like a comparable ICE car does.
What’s Missing?
MASSIVE
RANGE
What About the Big Picture?
We live in an a technocracy, a culture saturated with innovation and the
“startup” mentality.
What About the Big Picture?
What does this mean for consumers?
What About the Big Picture?
People don’t settle for what’s “now”–they expect the best, newest solution. What we buy needs to keep up with us.
What’s the Cultural Truth?
CHANGE MATTERS
What Do We Know?
CULTUREBRAND
CONSUMER
What Do We Know?
CHANGE MATTERS
NISSAN IS ABOUT THE EVOLUTION
OF THE VEHICLE EXPERIENCE.
A CAR NEEDS TO BLEND IN
TO THEIR LIVES
What Do We Know?
CHANGE MATTERS
NISSAN IS ABOUT THE EVOLUTION
OF THE VEHICLE EXPERIENCE.
A CAR NEEDS TO BLEND IN
TO THEIR LIVES
KEY
INSIGHT
What’s Our Key Insight?
For an electric car to stand out, it has to fit in.
For everyday drivers to buy into EV, it has to be detached from its stigmas: “liberal green,” “oddball design,” etc. It can’t be the car for
“someone else,” because most Americans want a car that fits
seamless into the way they already do things, not the way they should
be doing things. An EV car has to seem like the natural choice.
What’s Our Key Insight?
“Nissan needs to work harder on not making their electric cars look like
electric cars”.
*actual comment on Nissan car as a brand
What Do We Do?
How does this work for Nissan and the Leaf?
What Do We Do?
HOLY S%?!
NUMBER
KEY INSIGHT
STRATEGY
What Do We Do?
HOLY S%?!
NUMBER
KEY INSIGHT
STRATEGY
ELECTRIC VEHICLES TO BECOME 7% OF CAR SALES BY 2020*
FOR AN EV TO STAND OUT, IT HAS TO FIT IN
*compared to just 0.02% now!
What’s Our Strategy?
The Nissan Leaf isn’t about electric. It’s the natural upgrade to the driving
experience.
What’s Our Strategy?
It’s the natural upgrade to the driving experience.
People like to drive the way that works for them, and what better than communicating all the ways that the most affordable electric car on the market frees them from all of the traditional “roadblocks” of driving: stopping at the pump for gas, expensive engine maintenance, feeling bad about your carbon footprint. The Nissan Leaf isn’t a luxury. It’s an amenity-in-waiting. It’s the typical driving experience’s successor. Not a luxury, but an upgrade, to make things easier in your life.
What’s Our Strategy?
It’s the natural upgrade to the driving experience.
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