Sign of the Times: Nissan Advertises Durability
Once upon a time, Americans didn't drive around in Kleenex-mobiles designed to be dis-car-dead after an obligatory three to four years. OK, they actually fell apart in that time. But the thrill of the new– what came to be known as planned obsolescence– wasn't always the industry's main selling point. A lot of folks bought the Model T or an early Buick because the cars were built to last. Outside of pickup trucks, I can't remember the last time I saw a car company advertising the longevity and mechanical quality of their products. Sure, there's some noise about "precision engineering" and "legendary reliability" (e.g. the new, more epically epic Toyota Sequoia). But when was the first/last time you heard a manufacturer claim that "our cars are built to last?" Well then, I guess it's time to rethink Nissan. The Japanese automaker has decided to tout the durability of its cars– especially the Altima– in TV ads and on the web. They're talking quality testing and "years of durability." Yes, an upgraded warranty would have placed currency in their oral cavity, but I think it's fantastic that Nissan is actually suggesting that you buy a car for more than 20 minutes. In these days of tanking vehicle sales, how long before someone nabs Patek Phillipe's strapline (so to speak): choose once, choose wisely?
Immensely bored law student. I've also got 3 dogs.
More by Justin Berkowitz