Nissan North America, Inc. on Sept. 25 announced a starting manufacturer's suggested retail price (MSRP) of $33,300 for the 2004 Pathfinder Armada full-size sport utility vehicle (SUV), which goes on sale at Nissan dealers nationwide on Oct. 1.
The Pathfinder Armada features a 305-horsepower V8, second row roominess, 9,100-lb. towing capacity, and other features.
The new Pathfinder Armada will be offered in 3 trim levels: SE, SE Off-Road and LE models in both 2-wheel and 4-wheel drive.
A number of optional packages are available to allow buyers to order vehicles to their exact needs and desires, according to Nissan.
The SE model, which will make up nearly a quarter of the overall mix, features standard equipment such as:
- A 5.6-liter V8 engine with 305 HP and 385 lb-ft of torque
- An electronically controlled 5-speed automatic transmission
- Engine speed-sensitive power-assisted rack-and-pinion steering
- 4-wheel disc brakes with Teves Anti-lock Braking System (ABS)
- Electronic Brake force Distribution (EBD) and Brake Assist (BA)
- Vehicle Dynamic Control (VDC) system with Traction Control
- Tire Pressure Monitor System (TPMS)
- Rear proximity-sensors
- Side curtain air bags with protection for all three rows
- Fold-flat 2nd and 3rd row seats
The 2WD SE Off-Road model is offered at $36,450, while the more luxurious 2WD LE model comes in at $37,800. Four-wheel drive increases the price by $2,800.
"We intend to be the value leader in this segment," said Mitch Davis, Pathfinder Armada marketing manager. "We're equipping Pathfinder Armadas to meet buyers' needs - financially and functionally - not to get low-price bragging rights."
Multi-Faceted Marketing Campaign
The Pathfinder Armada will be introduced using a multi-faceted TV, print, interactive and outdoor campaign designed to "highlight the adventurous side of full-size SUV owners," according to Nissan. The campaign builds on the legacy of Nissan's original Pathfinder, which was among the first mid-sized SUVs to offer on-road comfort and true off-road capabilities.
Nissan's target buyer for the Pathfinder Armada ranges between 35 and 45 years old, mostly male and married with children.
"The people who buy the Pathfinder Armada aren't satisfied with simply owning an around-town SUV and dreaming about adventure," said Davis. "They live the adventure and want something that can get them there and back. Our advertising will give them a glimpse of what they can do with the Pathfinder Armada."
Television Campaign Already Underway
The television campaign, which kicked off in early September with a pre-launch spot called "Passing," parallels Nissan's mid-sized Pathfinder SUV and the Pathfinder Armada, "demonstrating how the adventure continues, only in a full-size and more powerful package," according to Nissan.
Nissan launches the full television campaign on Oct. 10 with two spots titled "Family" and "Surf." A third spot, "Rally," will break later. All three spots showcase the Pathfinder Armada's 5.6-liter V8 engine, off-road capability, interior space and features. "Each ad also tells a story of how the Pathfinder Armada enables a family to turn their weekend outing into a memorable adventure," the company said in a press release.
"We want to show the Pathfinder Armada in environments that reflect its off-road capabilities, as well as its comfort and power benefits," added Davis. "The spots reinforce its ability to accommodate large families for large adventures."
Print, Outdoor and Interactive
Nissan said its print campaign continues to illustrate the relationship between the Pathfinder and the Pathfinder Armada. The print spread "Heritage" shows both vehicles against a desert backdrop, surrounded by all the camping equipment each vehicle can accommodate.
Building on the outdoor theme, Nissan also will run five other print ads that show the Pathfinder Armada in rugged settings, "reinforcing that Nissan's full-size SUV is not only big enough, but also capable enough, for any adventure," the company said. These ads will run in books like Boating
, as well as Business Week
and Travel and Leisure
In addition to print and TV, outdoor billboards will run in select markets, "emphasizing the full size of the Pathfinder Armada and accentuating its muscular design," the company said. Nissan also will launch an interactive campaign in early October that uses skyscrapers, banners, super banners and boxes on various enthusiast sites.
About Nissan North America
In North America, Nissan's operations include automotive styling, engineering, consumer and corporate financing, sales and marketing, distribution and manufacturing.
More information on Nissan in North America and the complete line of Nissan vehicles can be found online at www.nissanusa.com