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Nissan brand transformation

Nissan is gradually transforming to meet user tastes, changing the logo, refining the design, engine, and implementing new global identity standards.

Change logo

“If you have strong enough faith, it will pierce the sun,” said Yoshisuke Aikawa, Nissan founder, conveying the meaning in the Japanese company’s circular logo.

In 2020, this message is expressed through Nissan’s new brand identity, which uses a flat 2D format, thinner and sharper lines to address the era of technology, visualization and electrification. “This new design looks to the future, embodies innovation, while preserving Nissan’s tradition and heritage,” said a company representative.

This new logo first appeared on the Ariya concept at the 2019 Tokyo Motor Show. Makoto Uchida, CEO of Nissan Japan said, the Ariya is the first model to carry the new logo, marking a complete change to the product.

Nissan's transformational steps are also reflected in its product range in recent years and in its approach to customers.

2019 Ariya Nissan concept poster. Photo: Nissan.

In more than 100 years of existence and development, Nissan has recorded many unforgettable milestones. The Patrol was one of the world’s first SUVs. The Navara pickup has a life cycle of more than 12 generations of development, and well-known sports cars like the Skyline or GT-R…

However, the company also found weaknesses in the product range. That’s the “safe recipe” over and over again. Rounded design, pragmatic emphasis or delay in reaching young customers. These things make Nissan slowly lose its advantage.

The change in brand identity is a milestone that shows the determination to refresh the image of Nissan. The new logo is declared by the company as transforming, flexible and suitable for brand development. “We are changing from a strong and solid look to a more sophisticated and future-oriented image. The new logo symbolizes awareness, change to catch up with trends and new customers”, said the company representative.

This transformation is reflected in the product range in recent years. Almera, X-Trail, Qashqai or Terra… get a new look, add technology. Nissan has also launched eco-friendly models such as the Kicks e-Power, New Leaf and Note.

Representing Nissan at the electric car introduction event, part of the Nissan Ambition 2030 strategy with the aim of electrifying future models.

Representing Nissan at the electric car introduction event, part of its “Nissan Ambition 2030” strategy with the aim of electrifying future models. Photo: Nissan.

Mr Ashwani Gupta, the current CEO of Nissan, said that the Japanese company still conveys to users a model that is durable and strong, but adds a pleasant driving feeling. “Nissan is looking for an electrified future. The intersection of electric vehicle adoption will be enhanced by future technologies, powertrains and batteries,” said the company’s CEO.

In the former Vietnamese market, Nissan models were often introduced several years later than internationally. However, the brand’s new distributor said: “The time will be significantly shortened. Even Vietnam will be one of the first countries chosen by Nissan to launch a new car. Typical for this will be the Almera small displacement turbocharged engine and in the future, perhaps e-vehicles. Self-charging power.”

Building a new global identity standard

In line with product innovation, Nissan is also improving service quality, introducing a new identity and quality standard for its dealer network under the name NRC Next (Nissan Retail Concept Next). This standard was born with the aim of improving the customer experience at its dealerships globally, including space, design, service processes, digital and personalized experiences.

In Vietnam, Nissan Tan Phu (69 – 71 Che Lan Vien, Tay Thanh District, Tan Phu District, Ho Chi Minh City) was the first dealer to implement the NRC Next standard. This agent has an area of ​​3,500 m2, including showroom and factory. In addition, the sales consultants and technicians here are trained according to Nissan standards in Vietnam.

Nissan Tan Phu - Vietnam's first 3S dealer according to Nissan's new global identity standard.

Nissan Tan Phu – Vietnam’s first 3S dealer according to Nissan’s new global identity standard. Photo: Vietnamese Nissan.

“As a pioneering dealer in setting new standards, Nissan Tan Phu hopes to provide users with the opportunity to discover new Nissan models, aiming to synchronize brand identity across the country,” said Mr Nghia, Deputy General Director of Nissan Vietnam.

Currently, Nissan Vietnam has 2 dealers with global design identity standards located in Ho Chi Minh City. In the near future, the company will open another agency in Hai Phong, and develop more in other areas, to reach a large number of users.


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