BRAND INNOVATION Turning “if” into “is”

Having the fastest man on the planet as its director of excitement speaks volumes for Nissan’s sense of performance and theatre.

Not only is Usain Bolt the winner of six Olympic sprint gold medals and a multiple world record-holder, but he is also the ultimate sporting showman. Who better to get across the idea that speed and agility can also be fun.

Nissan’s brand message — “Innovation that excites” — puts into words the company’s historic view that innovation isn’t just about products but also about creating a new experience.

So Nissan has asked a number of “what if” questions. What if tomorrow’s technology existed today? What if you could drive the future today?

That’s why Nissan was first to market with its all-electric car, the Leaf. And why, in August this year, it was first to announce a timetable for the introduction of hands-free, “autonomous” cars.

But it’s not just about cars. There’s also the monitor that uses four cameras to give an all-round view when parking. And Nasa-inspired “zerogravity” seats that relieve pressure on the back, pelvis and torso.

Nissan’s ambition is to turn the “what if” into “what is”.

In SA, there’s the local leg of the global Nissan/Sony Playstation GT Academy, which identifies virtual racing drivers, then puts the finalists into real cars on a real track to see who really has what it takes to go from gamer to racer.

Of the thousands of hopefuls who entered locally this year, eight qualified at Kyalami for the international final in the UK. Ashley Oldfield from Cape Town, was the winner of the SA leg, who went on to win a 1 000 km endurance race at the Silverstone grand prix track in the UK. Now he dreams of racing at Le Mans.

Nissan SA is also offering motorsport-rated versions of some of its cars, including the already rapid GT-R, 370Z and the Juke. The local company also plans to launch the Nismo (Nissan motorsport) brand in SA.