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ZNA Crosses Over to F1 Support Red Bull to Reach New Heights from Outside the Competition Field
2012-04-13 17:13:31
On April 12th, Nissan LCV business division joined hands with Red Bull Team in holding a press conference at Shanghai International Circuit and announced that it will conduct all-around strategic cooperation with Red Bull on a global scale since 2012. It declared to provide vehicles for official use to Red Bull, including NISSAN NV200, a CDV star vehicle of Nissan and Civilian, a high-end business vehicle etc. Guo Zhenfu, President of ZNA and person in charge of Nissan LCV business division and Sebastian Vettel, person in charge of Red Bull Team and world champion of last F1 match as well as star F1 driver Mark Webber attended the press conference.
Guo Zhenfu, person in charge of Nissan LCV business division and President of ZNA holds press conference with the Red Bull Team drivers together
As the LCV base of Nissan in China and general marketing agency of Civilian in China, ZNA will provide Red Bull Team which is going to compete in F1 China Grand Prix with Civilian and NV200 as vehicles for official use. It expects to solve the worries of Red Bull in traveling to defend the championship, providing it with more guarantees from outside the competition field.
Participation of Core Departments Promote Further Cooperation
In 2012, besides Infiniti, a high-end deluxe brand of Nissan who continues to cooperate with Red Bull, Nissan LCV business division also declared officially to launch all-around strategic cooperation with Red Bull. Thus, Nissan not only supports the Team in terms of technology and vehicle type, it also provides vehicles for its official use, extending their cooperation to daily issues from the technical field , which shows a closer partnership in the new season. In fact, LCV has been always a field in which Nissan has advantages. The cooperation with Red Bull this time will make Nissan’s strategy of gaining assistance from F1 clearer.
A group photo of Guo Zhenfu, person in charge of Nissan LCV business division and President of ZNA, and person in charge of Red Bull Team
In 2011, Nissan’s LCV sales volume has exceeded 1 million. As the LCV base of Nissan in China, ZNA has made indelible contribution. ZNA started the transformation to “bulk + mass” (fleet + retail) marketing model from 2010. Meanwhile, it has been consistently perfecting its network construction. In 2011, the number of marketing branches of ZNA saw a rapid increase. Currently, it embraces 257 first-grade branches and 651 second-grade branches, with the total number reaching 908 and the network coverage rate being 92.5%.
Cross Over to F1 Continue the Consistent Brand Strategy
Even though it is the first time for ZNA’s crossing over to F1, the action is not surprising when the brand development path in recent several years are reviewed.
As of 2010, ZNA has been continuously strengthening reformation, insisting on performing the enterprise’s social responsibility while perfecting total value chain. Not only does it consistently support the sport cause, it also probes into the current social phenomenon of population aging. Based on that, it put forward NV200 accessible car to satisfy the needs of traveling for people who have difficulty in walking, such as the senior citizens. What’s more, it also proposed the suggestion of popularizing accessible facilities in China and providing differentiated public transportation services.
In addition, ZNA is deepening connections with Nissan LCV in all aspects with a more positive attitude. As the only designated taxi type for the future 10 years in New York, NISSAN NV20 made its debut in New York Auto Show held not long ago. The selection of NISSAN NV20 worldwide further proves the correctness of the strategic decision made by ZNA in introducing NV200 in 2010. Cooperation with Red Bull Team in Chinese Division this time also displays ZNA’s brand cooperation strategy with Nissan LCV.
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