Nissan uses car giveaway as service promo: 2.5 million e-mails meant to ease summer doldrums

摘要

Nissan is using the promise of a free car to get customers excited about oil changes. This summer Nissan has gotten customers lined up in dealer service lanes with a 60-day campaign that includes the awarding of a 370Z sports car, an Alrima sedan and a Pathfinder crossover. Relying heavily on an email campaign to about 2.5 million potential service customers, the "Keep Summer Rolling" event will generate "well over $100 million" in added service business at Nissan's 1,100 dealerships in August and September, says Kent O'Hara, senior director of Nissan's aftersales activities.