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Nissan Has Moms Blogging About the New Quest

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On: Mon, Dec 13, 2010 at 5:33PM | By: Sherry Christiansen


Nissan Has Moms Blogging About the New Quest

Nissan is joining Ford Motor Company in its cyber-marketing efforts by creating a new opportunity for Mommy Bloggers to test drive the new 2011 Nissan Quest minivan, in hopes that they will spread the word to soccer Moms who may be potential Quest buyers.

The Japanese automaker has asked “website parenting columnists” to assist Nissan in spreading the word about the company’s comeback into the minivan market, a segment that Nissan has been uninvolved in for over a year while redesigning this year’s Quest model.

The 2011 Quest, which will arrive on dealers’ lots in January is the 4th generation Quest with some nice upgraded features, such as a small mirror above the driver's seat, which Nissan calls a “conversion mirror, that allows a front-seat adult to keep an eye on back-seat passengers.

The Quest also has an innovative tire pressure monitor that engages the horn when tires are refilled to the correct amount of air pressure, a half-step at the rear entry to facilitate easy access in to the rear of the van by kids, as well as ample rear storage space built into the floor.

Last week, Nissan planned to offer a test-driving opportunity to many blog writers with parents as an audience. “That's the market,” says Andrea Wood, associate director of Zocalo Group, the Chicago marketing firm that handles social media for Nissan. “It's parents—moms and dads. And these bloggers are people who have a very dedicated following there.”

There is nothing new in the world of automotive companies asking writers to test drive cars, but in the case of the Nissan Quest, a specific social media group has been selected, the group consists of parents. According to Wood, social media sites with information for parents has “exploded” recently.

“So many people in this segment are staying at home with their kids, looking for information about products and technologies, and looking for other people who are having common experiences,” she says. “The blogs are huge.”

John Curl, Nissan North America senior manager for product planning on the Quest, says, "the automaker has loaded the minivan with family-oriented, mom-driving features."

Curl stated: “Nissan is now confident that it finally has mastered the segment with a feature-loaded, parent-friendly fourth-generation Quest.” The Quest goes on sale the end for January with a starting price of $28,550.


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