A Look at Nissan's Marketing of the GT-R in the United States

Nissan’s GT-R, affectionately known as "Godzilla" among enthusiasts, stands as one of the brand's most iconic models. When it comes to marketing such an unique vehicle, especially in a market as diverse and competitive as the United States, knowing your target audience is paramount. Over the years, Nissan employed a multi-faceted marketing approach to ensure the GT-R resonated with the American audience.

From the beginning, Nissan tried to position the GT-R as a performance bargain. When compared to other performance exotic cars like Porsche 911 Turbo, the Corvette Z06 (yes, the Corvette), Audi R8 and others, the GT-R often came in at a lower price point. Although Nissan didn't always make this value proposition the primary message, it was clear that potential buyers didn’t have to compromise on performance despite the lower price tag.

Nissan utilized motorsports as a platform to showcase the GT-R’s capabilities. Whether it was competing in endurance races or setting impressive lap times at famous circuits like the Nürburgring, these real-world achievements served as compelling proof of the GT-R's prowess, which was then communicated to the broader public through various marketing channels.

Before many Americans ever got a chance to see a GT-R on the road, they drove one in video games like Gran Turismo. Recognizing the cultural significance of these games, Nissan partnered with game developers to feature the GT-R. This not only showcased the car's performance but also helped establish an emotional connection with younger audiences. Video games are yet another marketing tool for automotive marketers…more on that in a future article.

Nissan actively engages with car enthusiast communities, sponsoring events and meet-ups, big and small. By making the GT-R accessible to these passionate groups, Nissan ensured that word-of-mouth and grassroots marketing played a crucial role in building the car's reputation in the US.

As social media influencers became a dominant force in automotive marketing, Nissan collaborated with prominent figures in the car community. By doing so, the brand could tap into the vast and engaged followers of these influencers, many of whom are potential GT-R buyers or enthusiasts. The late Paul Walker, known for his role in the "Fast and Furious" franchise, was a known Nissan GT-R enthusiast. While not a direct "influencer" in the modern sense, his association with the car added significant pop culture value to the GT-R.?

A product's quality can significantly amplify marketing efforts, and this was undoubtedly the case for the GT-R. Glowing reviews from reputable automotive publications and YouTube channels further fueled its desirability. By ensuring media outlets had access to the GT-R for reviews, Nissan capitalized on third-party validation. The Nissan GT-R has been featured several times on Top Gear (both magazine and TV show), with the TV show hosts often expressing their admiration for its performance capabilities. Motor Trend, Car and Driver, Evo Magazine and Autocar Magazine have all positively covered the GT-R. One of my favorites, Jay Leno has featured the GT-R on his show Jay Leno’s Garage, talking about its engineering and performance aspects. Doug DeMuro, a very popular automotive YouTuber has reviewed the GT-R, detailing its quirks, features, and performance capabilities.

The GT-R’s longevity in the market required Nissan to periodically refresh its messaging. While performance and value remained core tenets, subsequent campaigns also emphasized aspects like technological advancements, design evolution, and the brand’s rich racing heritage.

It’s obvious that Nissan didn’t only engineer an amazing performance vehicle, it also understood the market and its target audience. By emphasizing performance, leveraging cultural touchpoints, and engaging directly with car enthusiasts, Nissan ensured that the GT-R not only found a place in the American market but also in the hearts of car lovers nationwide. Now, I just need to drive one! Does anyone have a GT-R that I can borrow please?

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