Nissan set to accelerate revival in Saudi Arabia
Brand not fulfilling true potential in the kingdom, claims company MD
Saudi Arabia Nissan will unveil its revival plan for the Saudi market at a conference in Riyadh in November.
The news coincides with the appointment of Alissa Auto as the authorised dealer in the kingdom.
“Nissan’s market position in Saudi is not optimised and we are not fulfilling our true potential in this important strategic market,” says Samir Cherfan, MD at Nissan Middle East.
He adds t hat A l issa’s appointment marked a new era for Nissan and is the first step in its overall brand revitalisation strategy. Nissan has started aligning Alissa’s existing capability with its quality standards, which will be applied across 18 sales showrooms, 19 service outlets and 27 parts selling points by the end of December.
“We have a clear roadmap to become a major player in the kingdom within the next three years and we will bring with us the brand’s platform of innovation and excitement,” says Cherfan.
In related news, representatives from countries in the Middle East region recently came together in Dubai for the launch of the ‘Tiida Moments’ campaign.
Selected outlets in Abu Dhabi, Bahrain, Dubai, Kuwait, Lebanon, Oman and Qatar joined via a live satellite linkup, as Nissan’s distributors simultaneously hosted VIPs, the media and winners of the ‘That’s Tiida’ social media competition. In addition to Tiida-inspired ‘live artwork’ generated at each location, guests had the opportunity to claim their own ‘Tiida Moment’ – a chance to win an all-new Nissan Tiida.
“Tiida’s versatility enhances its owners’ lifestyles, whether he’s an aspiring young executive, budding artist, or outdoor pursuits’ enthusiast,” says Cherfan. “‘Tiida Moments’ encapsulates both the breadth of uses that customers find for Tiida and the vibrant personality of the Middle East region’s most popular midsize hatchback.”
The seven launch events were attended by 1,500 guests.
At each location, statues of the ‘Tiida’ name were transformed into ‘live artwork’ by artists from each of the participating countries.
Customers and guests were able to express what ‘Tiida Moments’ meant to them, as they embodied the spirit of the campaign by replacing the two letter ‘i’s of Tiida with inspirational and iconic objects.
According to the company, the Tiida Hatchback debuted in the region in 2005 and took 36 per cent of market share in less than two years.
Today, it leads the C-segment with 54 per cent, but the new Tiida model may push it to 60 per cent.
Perfect moment: Nissan’s social media contest Tiida campaign