automotive

Nissan USA Targets Millennials, Gen X With New Truck

Nissan USA is targeting a younger audience with a humorous campaign for its Titan pickup truck. 

The automaker teased the new campaign, “No Lazy Horses,” Thursday when its Facebook pages showed only a live Horse Cam.

The ad, created by TBWA\Chiat\Day New York, will be live on NissanUSA YouTube page and the link to www.NissanUSA.com/NoLazyHorses will be live by noon with additional campaign details and product features for consumers.  

Since the Titan already attracts a higher percentage of Millennial and Generation X buyers, Nissan continues to target a different, younger buyer with a funny, attention-grabbing approach.

The irreverent campaign, which introduces “lazy horses” to increase awareness of the new Nissan Titan line of pickup trucks with younger truck customers, bucks traditional truck advertising tone.

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According to retail sales data from Strategic Vision, both Titan half-ton and Titan XD owners have median ages 3-4 years younger than the industry average. The same data reveals Titan has a higher share of Millennial buyers than the segment’s two best-selling nameplates. However, it is with Generation X buyers where Titan really over indexes, with 34% of Titan sales in this demographic — 10 percentage points above the segment average.

“Over the years truck advertising has become very formulaic with stamped metal, rock crushing and chest-beating,” said Jeremy Tucker, vice president, marketing communications and media, Nissan North America, in a release. “We are looking to use humor to appeal to a younger demographic for the Nissan brand.” 

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