Nissan plans global 'shift'

Nissan Motor Co. is planning its first global marketing campaign, based on the theme “shift.” That means each global region will adapt the “shift” tag line. The campaign started in Japan at the Tokyo auto show in October, using “Shift, the future,” and comes as CEO Carlos Ghosn is redefining Nissan’s image.

“You are going to see a consistent campaign in advertising and corporate communications between the different regions, even though it will be customized as a function of the situation in each region,” Ghosn said.

The theme likely will be unveiled in North America in January during the North American International Auto show in Detroit. Jack Collins, vice president of product planning and, until Monday, Dec. 3, vice president of marketing, would not provide details on how North America will apply the theme.

You can reach James B. Treece at jtreece@crain.com

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