The demand in the American automotive industry is tougher than ever. Rising consumer costs and environmental concerns are changing driver’s buying habits. The future generation of drivers will evaluate a car’s performance and price just as much as its impact on global climate conditions. Nissan is responding to the challenge. In 2007, we released a new line of clean diesel-powered vehicles, the Maxima and the Titan.
Our engines are redesigned and run with an improved battery. For a little more than a conventional gas engine, consumers will have the choice to buy the advantage of a car that will give them more gas mileage, increased durability, cheaper fuel costs and above all, a cleaner burning alternative to gas. We introduced our new line of vehicles in a multi-stage process focusing on our target consumer profile. We looked for the younger educated consumer with enough disposable cash to afford a higher premium on a car with advanced technology. This report will detail our marketing strategy including a description of how the marketing mix plays a key role in our roll out.
We know that there are other automakers out there vying for our business; mainly VW, General Motors, and Toyota to name a few, but we have a product that can outperform what those other companies offer.