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Nissan touts highest standard horsepower in #NoLazyHorses campaign

all 5 ponies

Some of you might have noticed on Thursday that Nissan was livestreaming horses from some place in Tennessee. If we lived closer, we probably would’ve tried to crash their party. But none of us really knew WHY they were doing it. Now we do.

Nissan’s Titan half-ton comes with a 5.8L V8 engine as the standard engine. It’s also, for those counting, the only engine available in the half-ton. Regardless, it means you get more power from it than you do the base engines in the competition.

It’s no Heisman House commercial, but give it a watch and see what you think!

View Press Release

Nissan TITAN targets younger buyers and injects levity into serious realm of truck advertising with

“No Lazy Horses” campaign

  • TITAN attracts a higher percentage of Millennial and Generation X buyers1, continues to target a different, younger buyer with a funny, attention-grabbing approach
  • New irreverent campaign introduces “lazy horses” to increase awareness of the new Nissan TITAN line of pickup trucks with younger truck customers, bucks traditional truck advertising tone
  • Nissan TITAN features standard 390-horsepower 5.6-liter Endurance® V8 gasoline engine and America’s Best Truck 5-year / 100,000-mile Bumper-to-Bumper Warranty2
  • Commercial airs today and can be seen on the NissanUSA YouTube channel and at NissanUSA.com/NoLazyHorses

NASHVILLE, Tenn. (Oct. 13, 2017) – Nissan’s new TITAN campaign is a stark departure from the competitive and serious tone often used in truck advertising, as the brand uses humor to attract more Millennial and Generation X buyers – two key demographics TITAN currently has a higher share of than segment sales leaders1.

According to retail sales data from Strategic Vision, both TITAN half-ton and TITAN XD owners have median ages 3-4 years younger than the industry average1. The same data reveals TITAN has a higher share of Millennial buyers than the segment’s two best-selling nameplates. However, it is with Generation X buyers where TITAN really over indexes, with 34 percent of TITAN sales in this demographic – 10 percentage points above the segment average.

“Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating,” said Jeremy Tucker, vice president, marketing communications and media, Nissan North America. “We are looking to use humor to appeal to a younger demographic for the Nissan brand. ‘No Lazy Horses’ allows us the chance to break the mold and reinforce what TITAN has to offer – best-in-class standard horsepower3, a class-leading warranty2 and great value.”

As a relatively new player in the truck market, TITAN needs to stand out and pursue new customers in a diverse and growing segment. From the launch of the redesigned TITAN in 2015, Nissan has opted to approach the truck market differently.

It began with the TITAN XD – a “new class” of full-size pickup featuring a unique Cummins® 5.0L V8 Turbo Diesel engine that sits in the “white space” of the industry between the traditional half-ton and heavy-duty segments.

Last year, the company broke the mold on warranty coverage, offering America’s Best Truck 5-year / 100,000-mile Bumper-to-Bumper Warranty2 – two years and 64,000 miles beyond the nearest competitor.

“TITAN is a serious truck that has very serious reasons it should be considered by people shopping for pickups,” said Billy Hayes, division vice president, LCV and Trucks, Nissan North America, Inc. “But that doesn’t mean we can’t have fun getting the message across.”

TITAN is available in dealer showrooms today in three cab configurations: Crew Cab, King Cab and Single Cab, and five grade levels: S, SV, PRO-4X, SL and Platinum Reserve. TITAN also comes with many popular features such as the Utili-track® Bed Channel System, allowing for endless tie-down possibilities and a factory-applied spray-on bed liner. With the highest standard horsepower in the class3 and an industry-best truck warranty2, TITAN is no lazy horse.

https://youtu.be/ZkqOWl5vUZA

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Written by Chad Kirchner

Chad Kirchner is the Editor-in-Chief of Future Motoring, along with the main host and producer of the Future Motoring podcast. In addition to his work here, he's a freelance automotive journalist for outlets around the world.

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