Nissan Avenir is a Nissan Dealer Group for more than 20 years in the area of Paris (France). With its 9 different dealerships, Nissan Avenir is the common brand of this local network, the backbone of our communication strategy.
Avenir means "Future" in French. There is a play of word with "Avenir" if you separate "A Venir" and means litteraly "To Come"
Each dealership has already its own image and name. "Avenir" is often used to define the location of the dealership by associating the name of the city after "Avenir". For example : Avenir Corbeil or Avenir Viroflay.
No outlet will properly carry the name of Nissan Avenir as far as it is the name of a network more than a shop nor a company/headoffice.
As I said before, we use the Nissan Avenir "brand" and "logo" as the backbone of our communication strategy. On a B2B approach, Nissan Avenir is used for the fieldforce as a tool to emphasize the strengh of the business arguments (availability, services, sustainability, ecoresponsability,...)
On a B2C approach, Nissan Avenir has to deliver reassurment on the fair price of the products and services, but also the localisation of the outlets and the team spirit of its people (all the people of the outlets have email finishing by @nissan-avenir.com). We want Nissan Avenir to be strong, for a sustainable approach instore and outstore, especially on the Internet with its own website (http://www.nissan-avenir.com) that will soon be rebuilt as a customer webportal where the customer understand and see the global offer and services we can deliver towards our 9 outlets, and also soon on the social networks as Facebook and LinkedIn. We also want "Nissan Avenir" to empower the values of its people and the strategy of innovation of the brand Nissan to leverage our capacity to source the best profiles on job offers.
The tagline of Nissan is "Innovation that excites"
We decided to associate "Nissan" + our local brand "Avenir" to make sure that we take the benefit from the notoriety of the car manufacturer and the legitimacy of being a genuine/official distributor of the brand for more than 20 years. The word "Avenir" has been chosen to embody the spirit of long-time partnership with the brand, but also with the customer to be a partner of his mobility, more connected, cleaner, safer and more customer-focus than before. The association of the two words "Nissan" + "Avenir" has to deliver the fact that our network is not only a "pure player" of the brand, but also a historical partner with a 360° experience (Sales and After Sales) for more than 20 years. Nissan Avenir is the experience of a genuine dealer at the service of the current and the future mobility of our Nissan customer