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Nissan and Norris scale new heights
13 August 2010 - Carmakers looking for a famous face to endorse their cars normally fall back on movie stars or pop stars, but Nissan UK’s marketing tactic for its Juke is slightly different. 22-year-old Bonita Norris, the youngest woman ever to climb Everest is the face of the radically styled baby crossover. Bonita “displays the qualities respected by Nissan and that typify the new Juke” and was chosen for her incredible personal achievements and natural sense of adventure.
The Nissan Juke, if you haven’t already know was actually first put on show at last year’s Geneva Motor Show where it was then known as the Nissan Qazana. The crossover ‘borrows’ its design from the very popular GT-R and comes with 3 engine variants that is available in diesel and petrol that comes with the CVT (Continuously Variable Transmission) gearbox. Depending on the variant, you could also get the ALL-Mode-4x4-I system.
Well, the advertisements surely provides more than just eye candy but it surely gives her a different outlook from her usual climbing gear in which she believes that being the ‘spokeswoman’ for the Juke would surely help the stereotypes to breakaway from its usual personality. She said that she is doing so also because she is more than happy to support ‘British’ products where the Juke is built in Nissan’s Sunderland plant. The new Juke will be launched on September 24 and is getting some very positive response, similarly like what they are experiencing in their home country of Japan. So far, there already have been more than 2,000 orders for the new cross-over. The Sunderland plant also rolls out other models like the highly successful Qashqai and the Qashqai+2.
Nissan recently launched the new Juke in Japan last month with much fanfare where they received overwhelming response. They received some 10,000 orders 1 month after its launch and since then, they are trying to meet up with the demands of the market where they are now extending this towards the UK market.