Nissan AD 1999: how one advertisement changed the perception of the brand in Russia

Advertising campaign Nissan AD 1999 became one of the most memorable in the history of the Japanese automobile industry on the Russian market. At that time, the brand was just gaining popularity in the country, and this marketing ploy played a key role in shaping the image reliable, stylish and affordable car. But what made this ad so special? Why is it still being discussed a quarter of a century later?

In 1999 Nissan introduced the model in Russia AD - a compact SUV that was supposed to compete Toyota RAV4 And Honda CR-V. However, the main highlight was not the car itself, but its promotion. The advertisement combined unusual visuals, a memorable slogan and definitely hit the target audience - young active citizens who were looking for a car for the city and light off-road use. Let's look at how it worked and why the campaign became a cult favorite.

Context: why 1999 was a turning point for Nissan in Russia

By the end of the 90s, the Russian car market was experiencing serious changes. After the 1998 crisis, demand for foreign cars fell, but gradually began to recover. Nissan, which at that time was known mainly thanks to the model Patrol and commercial vehicles, needed youthful and dynamic image. Model AD (or Nissan Terrano II in some markets) was the answer to this challenge.

Sales officially started in Russia in 1999 Nissan AD - a compact crossover with all-wheel drive, which was positioned as "city SUV". The concept was innovative: the car combined compact dimensions (length 4.1 meters) with high ground clearance (200 mm) and all-wheel drive All-Mode 4WD. But the main thing is that she was cheaper than competitors with comparable characteristics.

• 📉 Economic situation: After the 1998 default, the ruble depreciated and imported cars became more expensive. Nissan was able to offer a competitive price due to the localization of assembly.
• 🚗 Competitors: Main rivals - Toyota RAV4 (since 1994) and Honda CR-V (since 1996) - have already occupied their niches. Nissan I needed to stand out.
• 🎯 Target Audience: Young families, active city dwellers 25-35 years old, who wanted a car “for every day” with the possibility of trips into nature.

The advertising campaign had to solve two problems: introduce Russians to the new model And to form an association of Nissan with modernity and dynamism. That is why the creative team relied on a non-standard approach.

Creative advertising concept: what made it unique

Advertising Nissan AD 1999 stood out from other auto advertisements of the time. Instead of traditionally showing the car off-road or in city traffic, the creative team chose abstract and dynamic visuals. Main elements:

• 🎨 Color range: The use of bright, contrasting colors (orange, blue, silver) against a minimalist black and white background.
• 🔄 Movement: Fast frame changes, stop-motion effects that convey dynamics and modernity.
• 🗣️ Slogan: Phrase "Nissan AD - freedom of movement" became key. She appealed to the desire for independence and an active lifestyle.
• 🎶 Soundtrack: Energetic electronic music that enhanced the sense of speed and technology.

Interesting fact: in one of the videos, the “broken screen” technique was used, where the image Nissan AD literally “scattered” into pieces and reassembled - this symbolized the transformation and adaptability of the machine to any conditions.

It is important to note that advertising was broadcast not only on television, but also in cinemas before the screenings. This approach made it possible to reach a younger and more active audience who watched TV less often, but often went to the movies.

Technical features of the Nissan AD: what was actually advertised

Behind the bright picture stood a very specific car. Nissan AD (internal designation R20) was built on a platform Nissan B and was equipped with two types of engines:

Characteristics	Petrol 1.6 l	Petrol 2.0 l	Diesel 2.7 l
Power, hp	90	125	95
Gearbox	5MT/4AT	5MT/4AT	5MT
Drive	Full/front	Full/front	Full
Fuel consumption (combined), l/100 km	9.5	10.2	8.7

A feature of the model was all-wheel drive All-Mode 4WD, which could operate in three modes: 2WD (front wheel drive), Auto (automatic rear axle connection) and Lock (permanent all-wheel drive). This made the car universal for the city and light off-road.

The advertisement emphasized:

• 🛡️ Reliability: Emphasis on Japanese build quality and durability.
• 🔧 Ease of maintenance: Availability of spare parts and low cost of repairs compared to European analogues.
• 💰 Price: Starting cost Nissan AD in 1999 was about $18 000 - 15-20% cheaper than competitors.

Why was it Nissan AD sold in Russia and not Terrano II?

In most world markets this model was called Nissan Terrano II (or Mistral in Europe). However, in Russia it was decided to use the abbreviation AD (Active Drive) to emphasize dynamism and avoid associations with the previous model Terrano, which was considered more “utilitarian”.

Marketing moves: how Nissan promoted AD in 1999

Advertising campaign Nissan AD was multi-channel and included not only television commercials, but also:

• 📰 Print advertising: Bright banners in magazines "Behind the Wheel", "Autoreview" and city newspapers. The technique of a “torn” image was often used, where the car seemed to “break out” of the frame.
• 🎬 Film advertising: 30-second commercials before screenings in cinemas in Moscow and St. Petersburg.
• 🏙️ Outdoor advertising: Billboards with a laconic slogan and an image of a car in motion. One of the most memorable was located on Varshavskoe Highway in Moscow.
• 🤝 Affiliate promotions: Joint promotions with a gas station chain "Lukoil" (discounts on fuel when purchasing Nissan AD) and auto parts stores.

One of the most unusual moves - test drives for journalists on closed tracks. Nissan organized an event at the Moscow Autodrome, where car reviewers could test the car in extreme conditions. This provided additional information for the media.

⚠️ Attention: In some regions of Russia, dealers offered Nissan AD with “gray” customs clearance schemes, which later led to problems with PTS. Official dealers ("Nissan Motor Rus") guaranteed “clean” cars, but their network was limited to Moscow, St. Petersburg and several large cities.

The impact of advertising on sales and brand image

The effect of the campaign exceeded expectations. During the first year of sales (1999–2000), more than 3,500 Nissan AD units - a record figure for a Japanese crossover in those years. But the main thing is that the perception of the brand has changed:

• 📈 Growing interest in Nissan: If previously the brand was associated with commercial vehicles (Patrol, Atlas), then after 1999 it began to be perceived as a manufacturer youth and stylish cars.
• 🚀 Increasing the dealer network: By 2001, the number of official dealers Nissan in Russia increased from 12 to 28.
• 💡 New Marketing Standards: Creative approach to advertising AD became an example for other automakers. For example, Toyota And Mitsubishi later used similar dynamic techniques in their campaigns.

However, there were also negative consequences. Due to high demand, some dealers underestimated actual technical specifications (for example, they declared fuel consumption 1–2 liters less than actual). This led to wave of complaints from owners and even lawsuits in 2000–2001.

Cultural heritage: why advertising is still remembered

25 years later advertising Nissan AD 1999 remains iconic for several reasons:

1. Nostalgia: For many Russians who were young in the late 90s, this advertising became part of pop culture. She was quoted and parodied (for example, in the program "Town").
2. Unique style: Dynamic photography and abstract images stood out against the backdrop of the “gray” car advertisements of the time.
3. Symbol of the era: Nissan AD became one of the first affordable crossovers in Russia, and its advertising reflected the spirit of the times - the desire for freedom and new opportunities.

Today the original videos from 1999 can be found on YouTube, where they collect tens of thousands of views. And among the owners Nissan AD (many of whom have retained their cars) there is a whole community that restores and customizes these cars, keeping the spirit of the era alive.

⚠️ Attention: If you are looking today Nissan AD 1999–2003 model years, pay attention to the condition of the suspension and body - these cars were often used in difficult conditions, and spare parts for some components (for example, transfer cases All-Mode 4WD) is now difficult to find.

Where to find original advertising and materials for Nissan AD 1999

If you want to check out the original videos and archival footage, here are some trusted sources:

• 📺 YouTube: Channels "Retro Auto TV" And «Soviet Car Ads» posted restored versions of the advertisement. Search by queries "Nissan AD advertisement 1999" or "Nissan freedom of movement".
• 📚 Magazine archives: Electronic versions "Behind the Wheel" And "Autoreview" for 1999–2000 contain reviews and test drives of the model.
• 🖼️ Photo archives: On the forums «Drive2» And «Nissan Club Russia» users post scans of original booklets and posters.

Of particular value to collectors are:

• Original booklets with technical specifications (often sold at Avito or eBay).
• Vintage stickers with logo Nissan AD (they can be found at themed flea markets).
• Advertising posters measuring 60x90 cm (sometimes found in antique stores in Moscow and St. Petersburg).

FAQ: answers to frequently asked questions about the Nissan AD 1999

How much did the Nissan AD cost in 1999 and how much does it cost now?

In 1999, the basic equipment Nissan AD with a 1.6 l engine cost $17 900–$19 500 (about 450–500 thousand rubles at the exchange rate of that time). Today, the price on the secondary market depends on the condition:

• "Dead" copy: 150–250 thousand rubles.
• The car is in good condition: 350–500 thousand rubles.
• Collectibles (with minimal mileage): 600–900 thousand rubles.

Is it true that Nissan AD and Renault Koleos are the same car?

No, these are different models, although they have common roots. Nissan AD (R20) 1999 built on a platform Nissan B, whereas Renault Koleos (first generation, 2008) uses the platform Nissan C and is a rebranded version Nissan X-Trail T31. However, both cars belong to the alliance Renault-Nissan.

What are the most common problems with Nissan AD?

Owners and mechanics identify the following “diseases”:

• Corrosion: The body is prone to rust, especially around the rear arches and sills.
• Suspension: Wheel bearings and ball joints fail after 100–120 thousand km.
• Electrical: Problems with the wiring (especially in the rear) and the camshaft position sensor.
• Automatic: 4-speed automatic (RE4F03A) requires regular oil changes (every 60 thousand km).

Is it possible to find spare parts for Nissan AD today?

The situation with spare parts is ambiguous:

• Consumables: Brake pads, filters, timing belts - available from most suppliers (Exist.ru, Autodoc).
• Body parts: Bumpers, fenders, hoods - you often have to look for used ones or order them from Japan.
• Transmission units: Razdatka All-Mode 4WD and some suspension elements may be in short supply.

We recommend contacting specialized clubs («Nissan AD Club Russia» on Drive2) - they often sell used spare parts in good condition.

Was the Nissan AD more successful than the Toyota RAV4 in Russia?

By sales volume Toyota RAV4 was in the lead (about 5,000 copies were sold in 1999 versus 3,500 Nissan AD). However Nissan won in two aspects:

• Price: AD was 10–15% cheaper with comparable characteristics.
• Image: The advertising campaign made the model more “youthful” and dynamic in the eyes of buyers.

By 2003, when production AD was discontinued Nissan has already firmly occupied its niche in the crossover market in Russia.