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During his nine years in Volkswagen of America, Steve Wilhite orchestrated a "Drivers wanted" ad campaign that helped get back the brand. In December, Wilhite, Forty-nine, joined Nissan North America Inc. as vice president of marketing that will help promote a wave of brand new Nissan and Infiniti vehicles. Will Nissan need a similar model building project?
Maybe a far better way to think about it is in terms of greater product integration while using brand. We've done several really wonderful creative get the job done, both strategically and imaginatively, with individual product lines. This Xterra, for example, is a brilliantly situated product, but I'm not so sure we did a good job of communicating just what made Xterra uniquely Nissan. With all the Maxima, we also did a brilliant employment of positioning it as a premium sports sedan. But Practical goal so sure we conveyed what characteristics made it slightly Nissan. I'm not sure we've focused entirely on the DNA strands you can do through all of our products. All of us build drivers' vehicles. We build vehicles that are fun to drive a car and that engage. Also, we really do not build vehicles that disappear altogether into the environment around these people. They are very inventive, ground breaking and adventurous from a hair styling standpoint   that's not for everybody.
Before, we focused more on personal model sie gehört bereits zu ihr in den Gesetzen 49 identity rather than how a models fit in with the # keyword # brand. So as a result you have Altima positioned as the "Cure for the frequent car." How does that are great for in with Maxima: "Cars like it: 0"? I will not feel threatened at any time How does that are great for in with Xterra: "Everything you need, nothing you don't"? There has to be a greater cohesiveness and steadiness of communications so that all of those car lines hang together 31 36 as Nissan. Will you do direct comparisons in your ads?
We're certainly not afraid of the competitors. We think the products coming from a performance standpoint, a design standpoint, a quality standpoint in addition to a value standpoint are adequate to any in the industry.
That said, many of us stick to our game plan. Whenever we do the things that we comme le gaz radon  08 know we are able to do well, we will be better offered defining ourselves on our phrases rather than defining ourselves relative to our competitors. Are you thinking about the age of your buyers? (Currently, the average age is 49.)
No. First of all, I don't believe in marketing to a demographic page. I believe in marketing to those. And I think people want to perceive compelling, relevant, interesting, appealing, honest communications. People are sick and tired with feeling marketed to. You'll find nothing worse than pandering to a unique group and saying, "We are getting after this market."
We should sell our cars to the people who are driving enthusiasts, people that get a kick out of getting inside their car every day, cranking in the music and enjoying the process of driving a car. That doesn't matter if they're 61 year olds or 16 twelve months olds. What we want to do is catch a spirit and an perspective that's honest.
We actually get enviable demographics vis some sort of vis our competitors with regards to age, income and education. But I'd like to believe that may be an outcome of our communications strategy, not a result of us targeting some specific constituency.
  
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