11 August 2008
Nissan has asked its Middle East dealer to withdraw an advertising campaign of new hybrid model Tiida that has irritated a section of customers in the region.
Nissan announced on August 6, that under the Nissan GT 2012 business plan, the company is committed to zero-emission vehicle leadership, and plans to introduce an all-electric vehicle in 2010 and mass market globally in 2012.
However, the Arab customers in the Middle East have not taken lightly to a commercial to promote Nissan Tiida hybrid cars. A commercial televised in the regional visual media depicted a group of Arab oil barons attacking Nissan's proposed electric car. Several Internet sites and Youtube were flooded with messages criticising the advertisement.
"The advertisement starts off with Arabs leaving the hotel and encountering the new Nissan vehicle. When they discover its fuel efficient features, one man, shown wearing the traditional Arab dishdash with a gold lined black cloak kicks the tire, then jumps onto the hood and starts pounding his fists on the windscreen," describes a report in a Dubai-based Al Arabia TV channel.
"All the while security guards try to restrain him, as he shouts and screams and curses at the car," the report explains. The commercial ends with a voice over: "It is clear the oil companies won't like you."
An official spokesman of Nissan was quoted in a regional newspaper that the company's humorous commercial is liked by several Arab viewers. A report in MBC TV said a Saudi official has sought an apology from Nissan.
A Nissan Middle East spokesman in Dubai said in a statement that the company has advised to stop the campaign using the controversial film.
"A campaign for the Nissan Tiida was recently developed by Pacific Auto Distributors, an independent distributor of Nissan products in Israel. The campaign - which was intended to demonstrate the fuel economy benefits of the Nissan Tiida - was developed under the sole creative and editorial control of Pacific Auto Distributors," Nissan Middle East explained in a statement to Emirates Business.
"Nissan Motor Company had no prior knowledge of the contents or creative direction of this campaign, nor had any role in the approval of the final execution. This campaign does not reflect the global direction of Nissan in terms of product or brand creative execution. Nissan Motor Company has requested Pacific Auto Distributors to cease immediately any further use of this campaign and commit that no further campaigns will be developed using the same creative direction," the statement said.
Under the Nissan Green Programme 2010 environmental plan, Nissan aims to develop new technologies, products and services that can lead to real-world reductions in vehicle CO2 emissions, cleaner emissions, and recycling of resources.
Nissan continues to invest substantially in a wide range of technologies including CVT (Continuously Variable Transmission), VVEL (Variable Valve Event and Lift), clean diesel, biofuels and fuel cell vehicles.
According to Nissan, the advanced lithium-ion batteries used in both prototypes are sourced from the Nissan-NEC joint-venture, AESC (Automotive Energy Supply Corporation).
"These advanced batteries offer superior performance, reliability, safety, versatility and cost competitiveness, compared to the conventional nickel metal-hydride batteries. Its compact laminated configuration delivers twice the electric power compared to conventional nickel-metal hydride batteries with a cylindrical configuration. The compact batteries also allow for improved vehicle packaging and a wide range of applications," said Nissan statement.
Nissan has asked its Middle East dealer to withdraw an advertising campaign of new hybrid model Tiida that has irritated a section of customers in the region.
Nissan announced on August 6, that under the Nissan GT 2012 business plan, the company is committed to zero-emission vehicle leadership, and plans to introduce an all-electric vehicle in 2010 and mass market globally in 2012.
However, the Arab customers in the Middle East have not taken lightly to a commercial to promote Nissan Tiida hybrid cars. A commercial televised in the regional visual media depicted a group of Arab oil barons attacking Nissan's proposed electric car. Several Internet sites and Youtube were flooded with messages criticising the advertisement.
"The advertisement starts off with Arabs leaving the hotel and encountering the new Nissan vehicle. When they discover its fuel efficient features, one man, shown wearing the traditional Arab dishdash with a gold lined black cloak kicks the tire, then jumps onto the hood and starts pounding his fists on the windscreen," describes a report in a Dubai-based Al Arabia TV channel.
"All the while security guards try to restrain him, as he shouts and screams and curses at the car," the report explains. The commercial ends with a voice over: "It is clear the oil companies won't like you."
An official spokesman of Nissan was quoted in a regional newspaper that the company's humorous commercial is liked by several Arab viewers. A report in MBC TV said a Saudi official has sought an apology from Nissan.
A Nissan Middle East spokesman in Dubai said in a statement that the company has advised to stop the campaign using the controversial film.
"A campaign for the Nissan Tiida was recently developed by Pacific Auto Distributors, an independent distributor of Nissan products in Israel. The campaign - which was intended to demonstrate the fuel economy benefits of the Nissan Tiida - was developed under the sole creative and editorial control of Pacific Auto Distributors," Nissan Middle East explained in a statement to Emirates Business.
"Nissan Motor Company had no prior knowledge of the contents or creative direction of this campaign, nor had any role in the approval of the final execution. This campaign does not reflect the global direction of Nissan in terms of product or brand creative execution. Nissan Motor Company has requested Pacific Auto Distributors to cease immediately any further use of this campaign and commit that no further campaigns will be developed using the same creative direction," the statement said.
Under the Nissan Green Programme 2010 environmental plan, Nissan aims to develop new technologies, products and services that can lead to real-world reductions in vehicle CO2 emissions, cleaner emissions, and recycling of resources.
Nissan continues to invest substantially in a wide range of technologies including CVT (Continuously Variable Transmission), VVEL (Variable Valve Event and Lift), clean diesel, biofuels and fuel cell vehicles.
According to Nissan, the advanced lithium-ion batteries used in both prototypes are sourced from the Nissan-NEC joint-venture, AESC (Automotive Energy Supply Corporation).
"These advanced batteries offer superior performance, reliability, safety, versatility and cost competitiveness, compared to the conventional nickel metal-hydride batteries. Its compact laminated configuration delivers twice the electric power compared to conventional nickel-metal hydride batteries with a cylindrical configuration. The compact batteries also allow for improved vehicle packaging and a wide range of applications," said Nissan statement.
By VM Satish
© Emirates Business 24/7 2008
