Nis­san set to ac­cel­er­ate re­vival in Saudi Ara­bia

Brand not ful­fill­ing true po­ten­tial in the king­dom, claims com­pany MD

Gulf Marketing Review - - BACK STORY -

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

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