DETROIT -- Nissan North America is preparing for a wave of critical product launches but not necessarily looking for a big increase in ad dollars to go with it.
"I believe we're going to have to be better at allocating our budget," Bill Krueger, vice chairman for Nissan Americas, said about Nissan's upcoming ad spending. "I don't know that we're going to grow it significantly."
At the Automotive News World Congress today, Krueger said the advertising budgets have not been set for the new products yet. But he said the company believes it can spend smarter by reducing waste in the marketing process just as it has reduced waste in its manufacturing system.
This year will see the introduction of the Infiniti JX crossover, which will be a new, high-volume product for the luxury brand; and, for the Nissan brand, the launch of a new-generation Altima, a redesigned Pathfinder, a redesigned Sentra and other products to come. Krueger said that in the coming 24 months, products representing 70 percent of total Nissan and Infiniti sales will be refreshed.
"It's definitely a lot of products, compared to what we've been able to launch in the last couple of years," he said. "We have a product portfolio slate coming at us that is formidable.
"But we are going to make sure that we don't waste any of the budget" for marketing or advertising, Krueger said.
"That's a benefit of having lived on the factory and industrial side of the world," he said, "to be able to put more discipline into all of our functions to make sure that there is zero waste, that we have value added, and then that we stick with something when we launch it."