Nissan
Environment
Identity Elements
Showcasing cars in a brand new light
Nissan has made bold steps in the world of automobiles. Having grown from the #2 car manufacturer in Japan to a major global player, the company faced increasing competitive concerns by the turn of the century. In 1999, under new management, the company announced comprehensive restructuring under the Nissan Revival Plan. As part of the plan, Nissan articulated a new brand vision and began to launch new vehicle designs. As an integral part of the purchase experience, Nissan dealerships also required a complete overhaul.
Challenges
Align retail environment to the new brand vision
Create a unique and consistent branded presentation
Develop designs that streamline dealer operations
Enhance the overall dealership experience for consumers
Actions
Conducted intensive research and audits of current dealership designs throughout North America
Used Customer Experience MappingSM to identify critical touchpoints and understand how they might affect customer experiences
Designed bold, innovative signage, a welcoming entrance and distinctive architecture reflecting the design language of Nissan’s new vehicles
Created a customer-friendly environment that is easy to navigate and effective in meeting both dealer and customer needs
Integrated sales and service departments to increase cross-selling opportunities
Dimensionalized the customer experience by creating a virtual environment leveraging the latest fly-through technology
Partnered with Nissan’s vehicle designers to develop and design site layouts, building architecture, interior designs, sign fixtures and furniture to showcase Nissan’s innovative new car designs