6,203 $m
A strong brand is a necessity when setting bold goals such as doubling US sales and achieving a record 10 percent share of the US market. Nissan reported a 14 percent rise in profits in Q2 2013 and is building sales momentum with its redesigned Altima, while reinforcing the brand’s DNA of innovation with moves such as a biometric smartwatch. With the highly anticipated new generation of the Nissan Qashqai in Europe, and a series of upcoming new model releases around the world, the brand resonates with a broad range of global consumers. Staying true to its brand, Nissan is boosting its performance focus with a broader focus on the NISMO motorsport program. In addition to sponsoring racing circuit events, the brand plans to roll out NISMO-badged cars around the world, starting with the Nissan Juke model. By taking a global, multichannel approach, Executive Vice President Andy Palmer is elevating marketing to a “science” to deliver the consistent, distinct position around innovation that differentiates Nissan. A fine example of that innovation, the Nissan LEAF, has been a hit with early adopters and demand continues to grow with the next wave of consumers. Making strides as a sustainable brand, Nissan was a top riser in Interbrand’s Best Global Green Brands 2013 report, jumping 16 spots to #5. A stronger yen and stronger consumer engagement will help Nissan achieve aggressive business targets, build loyalty, and energize new audiences.