1: Product Description

Nissan Electric All-Wheel Drive (e-AWD) Winter Edition

The Nissan Electric All-Wheel Drive (e-AWD) Winter Edition is unique in Nissan's
existing electric vehicle (EV) lineup, designed to excel in winter driving
conditions(Nissan Canada Inc., 2022). It includes the benefits of electric and combines
propulsion and all-wheel drive capabilities. It is aimed at those who face harsh winter
weather but still want the environmental benefits of an electric vehicle and performance.

Key Features and Benefits:

1. Electric All-Wheel Drive (e-AWD): The e-AWD system delivers power to all
four wheels, enhancing grip and handling in slippery conditions by distributing torque
front and rear between the axles as necessary for increased traction and strength on icy
roads ("AWD vs 4WD Systems, Differences, and Benefits," 2024).

2. Efficient winter battery life: The Nissan E-AWD Winter Edition includes battery
management systems designed to optimize cold weather performance that ensures
efficient use of energy and maintains a continuous range of even in low temperatures,
addressing common anxieties among EV drivers in the winter ("Electric Cars and Cold-
Weather Performance: Powering Through Chilly Challenges," 2023).

3. Special Winter Tires: The vehicle is equipped with high quality winter tires,
designed to be tread on to maximize snow and ice grip (“Types of Winter Tires," 2024).
These tires help improve traction and braking ability, and increase safety in winter
driving conditions.

4. Winter Comfort Features: The Nissan E-AWD Winter Edition includes features
designed for winter comfort, such as heated seats, heated steering wheel, pre-heating
function and these features ensure a comfortable ride and a warm and comfortable
experience even in the winter (Kennedy, 2023).

5. Snow Mode: The vehicle offers a dedicated snow mode that provides power
delivery and traction control systems that are ideal for driving in snowy conditions
("What Does Snow Mode Do in a Car?" n.d.). This mode enhances acceleration,
braking and stability, giving drivers confidence and control over slippery roads.

Differences from the original:

The Nissan Electric All-Wheel Drive (e-AWD) Winter Edition is a new look in the
existing Nissan electric vehicle lineup, distinguished by features designed for snowy
weather with a focus on winter performance Addresses combines electric and all-wheel
drive with cold weather developments to provide unique solutions for drivers seeking
environmental sustainability and winter driving capabilities

b. Classification of products:
The Nissan Electric All-Wheel Drive (e-AWD) Winter Edition represents the depth
of existing features. It expands Nissan’s electric vehicle portfolio with a unique look
optimized for specific climates, rather than entirely new products This depth of product
allows Nissan to leverage its existing EV technology and product line use to meet the
needs of a niche market

2. Segmentation Overview

a.
Bases for Segmentation Sub-Bases Explanation/Description

Geographic Region, Climate Targeting cities with snowy

areas.

Demographic Age, Income, Family They target middle-aged to

older, middle-aged to high-
income individuals, with or
without children.

Psychographic Personality, Motive It is aimed at individuals who

put safety, comfort and the
environment first.

Benefit Segmentation Benefits They target customers looking

for reliable winter
performance, range and
comfort in an electric vehicle.
targeting frequent commuters
and urban drivers in snowy
areas.

Usage-Rate Segmentation Usage Frequency Targeting frequent commuters

and urban drivers in snowy
areas.

b. The primary target market for the Nissan Electric All-Wheel Drive (e-
AWD) Winter Edition is middle-aged to older individuals, who generally live in the
 middle-to-high income range, urban areas with snowy weather. This segment
prioritizes safety, comfort and environmental considerations in their vehicle
choices. They obviously have busy lives, perhaps regular visits to the city or
nearby areas, which have faced the challenges of winter weather conditions.
c. This product will appeal to this segment as it addresses their specific
needs and preferences. Unlike gasoline-powered all-wheel-drive vehicles, the
Nissan e-AWD Winter Edition delivers the environmental benefits of electric
propulsion without compromising winter performance with its advanced e-AWD
system that provides excellent traction and stability on icy roads In addition to
ensuring safety and reliable transport during the winter months, wide roads and
cold-weather comfort features meet the needs of urban commuters, enhancing
the overall driving experience (Nissan Canada Inc., 2022).
This target market didn’t buy Nissan’s existing electric cars or AWD
models because these products wouldn’t offer the specific combination of winter
features, range and comfort priority for Nissan to fill that gap this offers on the
market by introducing the e-AWD Winter Edition which Seeks both the durability
and winter drivability of their vehicles.

3. Competitive Overview

Contenders for the Nissan Electric All-Wheel Drive (e-AWD) winter version include other
electric vehicle manufacturers offering all-wheel-drive options, as well as gasoline-
powered AWD models business and traditional consumer products aimed at customers
in snowy areas The main competitors in this space are:
Tesla- Model S and MOdel 3 are one of the Tesla all-wheel-drive electric vehicles
which compete directly with Nissan's e-AWD Winter Edition Tesla vehicles are known
for performance, mobility advanced and technologically advanced ("Tesla under Musk:
Model S, Model 3, and Model Y," n.d.).
Chevrolet- It offered practical and efficient for urban driving as the Bolt EV
competes in the same segment as Nissan’s e-AWD Winter Edition which is the only
electric vehicle in Chevrolet’s lineup with all-wheel drive (Papa, 2022).
Subaru- Subaru is known for its all-wheel drive vehicles, including the Outback
and Forester models (Hawley, 2023). While not electric, Subaru models and AWD
models are popular options for buyers looking for winter-ready vehicles.

4. Pricing

Pricing Objective:
The objective for the pricing for the Nissan Electric All-Wheel Drive (e-AWD) Winter
Edition is profit-oriented. Maximizing the profitability while also ensuring the product
remains competitive and accessible to the target market. This approach aligns with
Nissan's overall business strategy of generating sustainable profits while delivering
value to customers(RobecoSAM, 2016).
The Justification:
The starting price for the Nissan E-AWD Winter Edition has been set at $45,000. This
price is justified based on several factors:
Competitive Analysis: Analysis shows that a similar all-wheel-drive electric
vehicle costs between $40,000 and $50,000. In this price range, Nissan is competing
with e-AWD winter installation and other features designed for winter driving conditions
on offer.
Value Proposition: The E-AWD Winter Edition offers unique benefits such as
excellent winter performance, wider space, and cold comfort features. Make the
introductory price reflect the value of these features, and provide customers with a
compelling reason to buy the product.
Market demand: Market analysis shows demand for electric vehicles with
improved winter performance, especially among customers living in snowy regions. The
pricing strategy aims to maximize Nissan’s profitability and capitalize on this demand.

Pricing Strategy:
Applying insertion pricing, the Nissan E-AWD Winter Edition will be priced based
on this. It sets a minimum introductory price which in the future may attract customers
and quickly gain market share. The price of admission is selected for the following
reasons.
Market Penetration: By offering competitive introductory pricing, Nissan aims to
enter the market quickly and establish a strong foothold among the target customers.
The e-AWD Winter Edition represents a new product launch in the competitive market.
Stimulate demand: A low introductory price encourages early adoption and
stimulates demand for the product. This approach is particularly effective in creating
interest in price-conscious customers and encouraging them to try a new product.
Competitive Advantage: Entry pricing enables Nissan to differentiate itself from
competitors and gain a competitive advantage in the market. By offering competitive
pricing at attractive prices, Nissan can attract customers away from competing products
and capture market share.
At last the pricing objectives and strategies of the Nissan E-AWD Winter Edition
are designed to drive profitability, capture market share, and position the product as the
leading choice in the electric vehicles market segment.

5. Communications

Digital Advertising:
Digital advertising is an important component of the Nissan E-AWD Winter
Edition promotional mix due to its ability to effectively reach the target audience
Through online channels such as social media platforms, search engines and
automotive websites, Nissan can reveal customers interested in electric vehicles and
benefits . Digital advertising that offers accidental targets, potentially reaching the
person who lives in snowy and urban environments where the product is most relevant,
digital advertising consists of interactive and engaging content, such as video,
interactive analytics, and experience increasing the concentration of the e-Adb. D for
flavor in the winter edition
References

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CarParts.com. (n.d.). What Does Snow Mode Do in a Car? Retrieved from

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Electric Cars and Cold-Weather Performance: Powering Through Chilly Challenges.

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under-Musk-Model-S-Model-3-and-Model-Y