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Learn how partnering with carsales mediahouse to launch the X-Trail e-POWER, allowed Nissan to achieve a 41.9% search uplift and 14.9% boost in consideration through Fuse.

Nissan’s recent launch of their X-Trail e-POWER variant marked a significant moment in automotive innovation, particularly in the realm of electrification. As the automotive landscape shifts towards more sustainable solutions, Nissan sought to introduce its e-POWER technology, a unique system that sets itself apart from traditional EVs and hybrids, while addressing consumer concerns around education and lifestyle integration. In partnership with Fuse, Nissan successfully navigated these challenges and delivered real business outcomes.

Creating a Consumer-Centric Experience

Two key barriers stood in Nissan’s path:

The need for consumer education, and

The challenge of proving that electrification could seamlessly fit into everyday life.

Fuse engaged with Nissan and their full-service agency, Nissan United, from the very start, to shape a strategy that would bring together educational, informative, and lifestyle content in a single destination. This strategic approach aimed to showcase both the rational and emotional benefits of switching to an e-POWER drivetrain, leveraging Fuse’s unique customer insights, expertise, and creativity to build a truly comprehensive campaign.

A central component of the strategy was a partnership with Urban List, resulting in a bespoke discovery hub dedicated to e-POWER and the X-Trail. This custom hub provided consumers with an immersive, educational experience, guiding them through e-POWER’s technical benefits alongside lifestyle content centred on the X-Trail. The hub invited customers to explore an X-Trail builder and easily book a test drive, demystifying the technology and illustrating how it could integrate into their daily lives.

The results were impressive. The e-POWER discovery hub achieved an interaction rate of nearly 31%, a clear sign of consumer engagement. More importantly, users who engaged with the hub were four times more likely to view an e-POWER listing on carsales compared to those who didn’t interact with the content. This success was largely down to the collaborative approach between Fuse and Nissan United, which allowed all partners to create something distinctively different from anything previously seen in the market.

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Delivering tangible results

The partnership didn’t just generate engagement—it delivered measurable outcomes. Following the launch of the X-Trail e-POWER variant, new car searches for the model on carsales saw a significant uplift of 41.9%, which translated to a 14.9% increase in details views. Additionally, the X-Trail e-POWER made its debut in the EV/Hybrid/Plug-in Hybrid Electric Vehicles top 10 on carsales for the first time¹.

These results underscore a key insight: increased brand awareness on carsales often correlates with a rise in market share in the months that follow. In this instance, the heightened visibility and engagement achieved through the campaign laid the foundation for Nissan to capture a larger share of the market.

The power of partnership and insights

This success illustrates the power of early collaboration and data-driven strategy. By utilising carsales mediahouse’s real-time customer insights and forming a strategic partnership with Urban List, Nissan was able to tackle the complex challenge of educating the market on e-POWER technology.

With carsales mediahouse’s expertise in connecting brands with the right audiences, Nissan’s e-POWER campaign stands as a testament to the impact of strategic partnerships and innovative thinking in the automotive industry.

To find out more about what the team can do for you, contact your carsales mediahouse representative or fill out the contact form below.

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^{1 carsales Internal Data, July 2024}

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