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ALTIMA PUTS AFFORDABLE LUXURY TO THE TEST; NISSAN SUBJECTS ITS $13,000 CAR TO $35,000 TEST ON PRIME-TIME TELEVISION

 CARSON, Calif., Nov. 23 ~PRNewswire~ -- Tonight, millions of American television viewers will watch as Nissan's new $13,000 Altima mid-size sedan undergoes a rigorous test never before performed on a car priced under $35,000.
 The tension will mount as 10 wine glasses are placed in pyramid fashion on the hood of Nissan's new luxury sedan. The voice-over will acknowledge that, yes, viewers have probably seen a demonstration like this before. But not on a car priced at $13,000.
 As the announcer speaks, the car will start and accelerate to 100 miles per hour on a dynamometer. The glasses remain comfortably in place.
 The Nissan Altima passes the $35,000 test.
 Nearly 84 million households will see this newest Altima commercial 13 times during the vehicle's third-phase ad flight beginning tonight.
 In addition, a two-page spread on the Altima's successful performance in this luxury sedan "entrance exam," will appear in 45 consumer and enthusiast publications beginning with December issues.
 Off to a Fast Start
 Since its introduction in September, the Altima is passing a lot more than luxury car tests. Backed by the largest and most aggressive single-model marketing campaign in Nissan's history, the car is exceeding all company expectations in the showroom, as well.
 "We are selling Altimas as fast as we can produce them," said Earl J. Hesterberg, vice president and general manger, Nissan Division. Hesterberg said he expects that this month, in only its third full month of sales, the Altima will surpass the all-time Nissan sales record in the mid-size sedan class.
 Nissan credits Altima's success to its best-of-class quality, styling, performance and value.
 Redefining Luxury
 "Until Altima, consumers thought they had to make a trade-off between price and performance," said Hesterberg. "Our research showed there was a huge market for a moderately priced vehicle equipped with the features of a luxury car. Yet no truly affordable luxury car was on the market."
 The result is the Nissan Altima -- the affordable luxury sedan.
 Designed and built in the United States, the Altima meets quality standards equal to some of the finest luxury cars, because of production by Nissan's patented Intelligent Body Assembly System (IBAS).
 The styling incorporates a rounded exterior, with an interior that provides head room and leg room comparable to much larger vehicles. Efficiency extends to the engine compartment, where its dual overhead cam engine generates the power of a 6-cylinder, with the fuel economy of a four.
 The marketing of Altima, which includes broadcast, print, outdoor and direct mail, emphasizes specific competitive features:
 -- Altima surpasses the Mercedes-Benz 190E 2.3 in freeway merging power;
 -- Altima outperforms the Acura Legend L Sedan in slalom tests; and
 -- The Altima cabin is quieter than the BMW 325i at 55 mph.
 In addition, Nissan has tagged many of the television commercials with a toll-free number (800-NISSAN3), enabling consumers to order a five-minute video which dramatically illustrates how the Altima compares against other luxury cars.
 According to Jules Clavadetscher, Nissan's director of marketing, consumer calls requesting the Altima direct-mail video have been "off the charts."
 "It's clear that the affordable luxury offered by the Altima is striking a chord throughout America," said Clavadetscher.
 Nissan Motor Corp.'s advertising and direct-mail campaigns are created by Chiat~Day inc. Advertising, based in Venice, Calif.
 -0- 11~23~92
 ~CONTACT: Lynn Folse or Tony Wells of Nissan Motor Corp. in U.S.A., 310-767-6404; or Barbara Ponce of Bob Thomas & Associates, 310-314-6618, for Nissan Motor Corp. in U.S.A.~


CO: Nissan Motor Corp. in U.S.A. ST: California IN: AUT ADV SU:

BP-JB -- LA014 -- 0607 11~23~92 13:59 EST
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Date:Nov 23, 1992
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