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'IT'S TIME TO EXPECT MORE FROM A CAR' IS NEW NISSAN DIVISION SLOGAN

'IT'S TIME TO EXPECT MORE FROM A CAR' IS NEW NISSAN DIVISION SLOGAN
 NASHVILLE, Tenn., Aug. 24 /PRNewswire/ -- A new slogan was announced today by the Nissan Division of Nissan Motor Corporation in U.S.A. that is designed to encompass the company's aggressive new marketing direction and a host of new product offerings. "It's time to expect more from a car" replaces the "Built for the Human Race" tagline Nissan has used for the past five years.
 The new slogan was announced to nearly 800 Nissan dealers who met recently in Nashville just as two all-new Nissan products -- the Altima mid-size sedan and the Quest minivan -- hit the market.
 Nissan has introduced five new models in the past six months and is changing its marketing direction from the recent "fantasy" advertising that targeted the enthused buyer, to a product-focused message that addresses a broader audience of sedan buyers and families in the market for a minivan. The "It's time to expect more from a car" slogan reflects the expanded Nissan model line-up and supports the Nissan product quality message.
 "The launch of the Altima and Quest culminates a five-year plan that has completely changed the way we do business in the U.S.," said Earl J. Hesterberg, vice president, general manager, Nissan Division. "With exciting new products and a new volume-oriented product strategy, we have become more of a sedan company than ever before."
 The new slogan tells customers and owners that they can expect more from Nissan products -- and the company delivers on that promise with a wider model selection and quality that's designed to exceed customers' expectations at every level.
 Nissan's product quality is substantiated by its ranking among the top five nameplates in this year's Initial Quality Survey conducted by J.D. Power and Associates, an independent international marketing information firm.
 An even higher level of quality will be achieved with Nissan's state-of-the-art Intelligent Body Assembly System (IBAS) that has been installed on the new Altima assembly line at Nissan Motor Manufacturing Corp. (NMMC), Smyrna, Tenn. The system's patented technology includes 51 robots and a series of lasers and cameras that achieve nearly perfect welds with a remarkable accuracy of +/- 0.5 millimeters. It is the only such system in operation outside of Japan.
 In addition to the "It's time to expect more from a car" slogan, segment-specific versions will also be used to support particular vehicles. For example, Quest advertising will feature the slogan "It's time to expect more from a minivan," and truck advertising will include an "It's time to expect more from a truck" tagline.
 Effective immediately, the new slogan will be incorporated into all national and regional advertising, promotional materials, brochures, auto-show displays and other forms of communication.
 -0- 8/24/92
 /CONTACT: Lynn Folse of Nissan, 310-719-3165; or Kurt von Zumwalt of Bob Thomas & Associates, 310-314-6645, for Nissan/ CO: Nissan Motor Corporation in U.S.A. ST: Tennessee IN: AUT SU:


AL-EH -- LA010 -- 2561 08/24/92 11:44 EDT
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Publication:PR Newswire
Date:Aug 24, 1992
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