It has been four years since Nissan appeared at the North American International Auto Show in Detroit. It has been even longer since the company redesigned the Pathfinder, one of its signature models.
A two-pronged unveiling will take place, beginning at 8:30 a.m. Nissan CEO Carlos Ghosn will conduct interviews from the stand. Concurrently, fans of the company’s Facebook page will receive sneak peaks at the newest Pathfinder, and receive more updates every two hours throughout the day.
Nissan’s overall U.S. sales increased 14.4 percent in 2011 over the previous year, a bump that executives in part credit to an overhaul of its social-media strategy, which began in April 2011. Since then, the company has grown its Facebook following from approximately 190,000 fans to 467,501 today. But their strategy is more than just a numbers game.
“We’re growing very methodically,” said Erich Marx, Nissan’s director of social media. “We can spike the volume really easily, but that’s less authentic. ... You wind up with a much less engaged community. We want people who care about the brand.”
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