Nissan has laid claim to being the first brand in Europe to sell a new car exclusively via the social network Twitter.
Spanish Twitter user Raul Escolano (@escolano) challenged manufacturer’s in his home country to sell him a car using the hashtag #comparuncocheportwitter (which translates to: ‘buy a car on Twitter’).
Over the following week, Nissan stepped up to the challenge, with a franchisee dealership even live streaming a video of the X-Trail SUV, highlighting all of the model’s key features in a personalised walk-through.
Escolano next put the X-Trail head-to-head with other models in a Twitter poll, asking users to judge the cars on his shortlist. After 2.6 million impressions, 43 per cent of voters chose the Nissan, with the whole process from first contact to purchase taking just six days.
And, to help @escolano fulfil his innovative purchase, the keys to his new X-Trail were delivered to his home by courier, allowing him to collect it direct from Nissan’s Spanish HQ, in his first face-to-face interaction with Nissan.
A Nissan spokesman said, “Today’s customers typically visit a dealership only once before an automotive purchase, down from five visits a decade ago, so it's clear that the online experience has never been more critical for automakers.
“In select markets, Nissan has also deployed innovative technologies like ‘e-vision,' a video diagnostic tool for time-sensitive customers looking for greater transparency and clarity around their vehicle service.”
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