Fred Díaz, VP senior de Mercadeo y Ventas de Nissan
Fred Diaz, Senior VP of Marketing and Sales of Nissan, spoke with PRODU about the long relationship of the brand to the Hispanic market and its importance, as well as Nissan’s commitment to Latino consumers.”We are aware of the importance of being culturally relevant, and we have made it a priority. Our commitment to the Hispanic market has helped make Nissan one of the most beloved brands in the community. In fact, one third of the top 12 vehicles purchased by Hispanics across the country are Nissan” Diaz said.Nissan has been involved in the Hispanic market for many years by financially supporting active organizations in the community, aimed at empowering Latinos. “We recently launched the Nashville chapter of ALPFA, the largest association for Latino business professionals and students. We have organized our annual summer engineering that offers students first-hand experience with the real engineers at our plant in Tennessee,” he said. Among the most recent initiatives is Nissan digital marketing campaign Tough love, starring the rock star Bret Michaels, for the NV van. “This campaign highlights the 6,600 hard durability tests we propose for NV, and shows that the more we test, the more they want to have it,” he said.Diaz says that one focus of the brand are the millennials. “The way that millennials consume media has had a multiplier effect. Their fluency with technology makes social media an important part of the way people communicate, so we have to provide content that is relevant, credible and attractive,” he concluded.
