Nissan Objects to Characterization of Its Ad Strategy

While I generally like publicity about Nissan’s innovative and groundbreaking advertising campaign, I admit I was concerned about The Times article of Feb. 19 on this subject (“Nissan’s TV Ad Campaign Will Get Overhaul”).

The article misrepresented the strategic positioning of our current advertising effort, leaving the impression that our brand campaign is not working and that consumer likability is irrelevant. Quite to the contrary, the campaign is not only meeting the goals we set for it--to increase awareness of the Nissan brand and break through the clutter of automotive advertising--but is exceeding them, virtually becoming part of today’s vernacular.

The Nissan campaign strategy has always been two-tiered--one to build the brand, the other to harvest sales at the retail level. It is the retail-level advertising that is being reworked, not the immensely popular brand advertising.

What we’ve learned is that we’re giving consumers what they enjoy, and they have rewarded us, not only by embracing our advertising and our brand, but also through the purchase of our cars. January sales were the highest for that month in 10 years.

To many who enjoy our advertising, be assured that we will follow the same path. We’ll continue to create breakthrough, entertaining advertising that captures the imagination of the public and the spirit of our cars.

ROBERT J. THOMAS

President and CEO

Nissan Motor Corp. USA

Carson

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Editor’s note: The article noted that Nissan was pleased with the ads and had seen an increase in brand awareness and likability. It said the brand advertising wasn’t being scrapped. It quoted dealers as saying the ads weren’t working and that Nissan sales in January paled against those of other Japanese makes.