Today, 80% of buying choices are digitally influenced: MD, Nissan Motor India Pvt. Ltd

As Datsun completes five years in India, Jerome Saigot tells us about the company's marketing strategy and campaigns

e4m by Dolly Mahayan
Updated: Apr 26, 2018 8:57 AM

Datsun forayed into the Indian market in 2014 and has managed to achieve steady growth numbers in a short period. The automobile brand has come a long way despite the huge competition in the industry, thanks to its smart marketing strategy.

Datsun is completing five years in India, and according to Jerome Saigot, Managing Director, Nissan Motor India Pvt. Ltd, the brand is confident of tapping more first-time car buyers in the future.

“India is seen as the growth engine for the global automotive industry. Datsun is targeting the most competitive passenger vehicle segment. Since our entry in 2014, we have made steady growth in the cities. We are optimistic that the unique value proposition, stylish design and features offered by Datsun products will help us tap more first-time car customers in the coming years.”

Datsun recently launched its #MorePower2You campaign that brings alive inspiring stories of real Datsun redi-GO owners. Through this initiative, the brand aims to recognize and celebrate the bold choices Datsun redi-GO owners have made to realize their dreams across different walks of life.

“We believe that recognition of efforts drives achievers to do greater things. #MorePower2You is designed to empower Datsun customers who have gone that extra mile for their passion and ambition. We have been engaging with enthusiastic customers since Datsun came to India. With this campaign, we aim to take our engagement ahead,” said Saigot.

Commenting on the upcoming campaigns of the brand, he said, “We’re a young, challenger brand and our focus is on being disruptive. Every campaign that we design will have customers at the heart of it-- the people who are challenging the status quo like Datsun.”

In an earlier interview to exchange4media, Jerome had shared that more than half of the total sales of Nissan India comes from Datsun. In the first three years, since its inception in India, Datsun rolled out over one lakh cars and became one of the top 10 players in the country.

Saigot believes that digital media plays a key role in influencing the customers’ choice.

“Today, 70-80% of buying choices are digitally influenced. When they walk into a dealership, they are already aware of the product. Keeping this in mind, we are changing the way we engage with our customers,” Saigot said.

“Digital and social media platforms have played a critical role in our successful run in India and has become the mainstay of our marketing focus. We have seen encouraging results with campaigns like #ISayYes and #VoteForChange. #MorePower2You intends to take the level of customer engagements a couple of notches ahead,” he added.

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