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.October 01, 2003
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This Week:

• First Luxury Lexus Built Outside of Japan Rolls off the Line in Cambridge, Ontario

• "THE SEARCH FOR THE ULTIMATE DRIVER"

• DaimlerChrysler Celebrates 10th Anniversary of Mercedes-Benz U.S. International in Tuscaloosa

• Chevrolet Aveo Brings Surprising Innovation To Entry-Level Car Segment

• New Paint Shop Inaugurated at PSA Peugeot Citroën's Mulhouse Plant

• Talking Cars For Less Congestion - The Future Of Telematics

• Nissan Announces Pricing On All-New Full-Size Pathfinder Armada SUV

• GM Design Chief Wayne Cherry to Retire After 42-Year Career

• TEN YEARS OF AUDI ENGINE PLANT IN HUNGARY

• Saab 9-3 Sport Sedan Named "Best Pick" in IIHS Crash Test

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Nissan Announces Pricing On All-New Full-Size Pathfinder Armada SUV

Full-Size Marketing Campaign to Support October 1 On Sale Date 

Photo: Nissan
 

Pricing

At $33,300 for a 2WD SE, the Nissan Pathfinder Armada offers a full-size SUV with V8 power, full-size interior space, unique safety features and more standard equipment than comparably priced competitors such as the Ford Expedition and Toyota Sequoia.

The new Pathfinder Armada will be offered in 3 trim levels: SE, SE Off-Road and LE models in both 2-wheel and 4-wheel drive. A number of optional packages are available to allow buyers to order vehicles to their exact needs and desires.

The SE model, which will make up nearly a quarter of the overall mix, features a long list of standard equipment such as:

• ·A 5.6-liter V8 engine with 305 HP and 385 lb-ft of torque

• ·An electronically controlled 5-speed automatic transmission

• ·Engine speed-sensitive power-assisted rack-and-pinion steering

• ·4-wheel disc brakes with Teves Anti-lock Braking System (ABS)

• ·Electronic Brake force Distribution (EBD) and Brake Assist (BA)

• ·Vehicle Dynamic Control (VDC) system with Traction Control

• ·Tire Pressure Monitor System (TPMS)

• ·Rear proximity-sensors

• ·Side curtain air bags with protection for all three rows

• ·Fold-flat 2nd and 3rd row seats

The 2WD SE Off-Road model is offered at $36,450, while the more luxurious 2WD LE model comes in at $37,800. Four-wheel drive increases the price by $2,800. (Full pricing sheet is attached.)

"We intend to be the value leader in this segment," said Mitch Davis, Pathfinder Armada marketing manager. "We're equipping Pathfinder Armadas to meet buyers' needs - financially and functionally - not to get low-price bragging rights."

Advertising

The Pathfinder Armada will be introduced using a multi-faceted TV, print, interactive and outdoor campaign that highlights the adventurous side of full-size SUV owners. The campaign builds on the legacy of Nissan's original Pathfinder, which was among the first mid-sized SUVs to offer on-road comfort and true off-road capabilities.

Nissan's target buyer for the Pathfinder Armada ranges between 35 and 45 years old, mostly male and married with children.

"The people who buy the Pathfinder Armada aren't satisfied with simply owning an around-town SUV and dreaming about adventure," said Davis. "They live the adventure and want something that can get them there and back. Our advertising will give them a glimpse of what they can do with the Pathfinder Armada."

Television

The television campaign, which kicked off in early September with a pre-launch spot called "Passing," parallels Nissan's mid-sized Pathfinder SUV and the Pathfinder Armada, demonstrating how the adventure continues … only in a full-size and more powerful package.

Nissan launches the full television campaign on Oct. 10 with two spots titled "Family" and "Surf." A third spot, "Rally," will break later. All three spots showcase the Pathfinder Armada's powerful 5.6-liter V8 engine, off-road capability, expansive interior space and innovative features. Each ad also tells a story of how the Pathfinder Armada enables a family to turn their weekend outing into a memorable adventure.

"We want to show the Pathfinder Armada in environments that reflect its off-road capabilities, as well as its comfort and power benefits," added Davis. "The spots reinforce its ability to accommodate large families for large adventures."

Print, Outdoor and Interactive

Nissan's print campaign continues to illustrate the relationship between the Pathfinder and the Pathfinder Armada. The print spread "Heritage" shows both vehicles against a desert backdrop, surrounded by all the camping equipment each vehicle can accommodate.

While both vehicles easily accommodate any journey, it's apparent that with the Pathfinder Armada, the adventure only gets bigger.

Building on the outdoor theme, Nissan also will run five other print ads that show the Pathfinder Armada in rugged settings, reinforcing that Nissan's full-size SUV is not only big enough, but also capable enough, for any adventure. These ads will run in books like Boating and Outside, as well as Business Week and Travel and Leisure.

In addition to print and TV, outdoor billboards will run in select markets, emphasizing the full size of the Pathfinder Armada and accentuating its muscular design. Nissan also will launch an interactive campaign in early October that uses skyscrapers, banners, super banners and boxes on various enthusiast sites.

(Sep. 25, 03)