Nissan Announces Pricing on All-New Full-Size Pathfinder Armada SUV
Full-Size Marketing Campaign to Support October 1 on Sale Date September 2003 (Newstream) -- Nissan North America, Inc. today 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 October 1. The Pathfinder Armada features a 305-horsepower V8, class-leading* second row roominess, class-leading* 9,100 lb towing capacity, and other features that will establish segment-leading credibility.
The product launch will be supported by a comprehensive marketing campaign designed to communicate that Pathfinder Armada enables off-road adventures for the modern, active family.
At $33,300 for a 2WD SE, the Nissan Pathfinder Armada offers a full-size SUV with V8 power, full-size interior space, unique safety features and more standard equipment than comparably priced competitors such as the Ford Expedition and Toyota Sequoia.
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.
*Full-size, light duty SUV class
The SE model, which will make up nearly a quarter of the overall mix, features a long list of 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
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)
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."
The Pathfinder Armada will be introduced using a multi-faceted TV, print, interactive and outdoor campaign that highlights the adventurous side of full-size SUV owners. 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."
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.
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 powerful 5.6-liter V8 engine, off-road capability, expansive interior space and innovative features. Each ad also tells a story of how the Pathfinder Armada enables a family to turn their weekend outing into a memorable adventure.
"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's 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.
While both vehicles easily accommodate any journey, it's apparent that with the Pathfinder Armada, the adventure only gets bigger.
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. These ads will run in books like Boating and Outside, 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. Nissan also will launch an interactive campaign in early October that uses skyscrapers, banners, super banners and boxes on various enthusiast sites.
(a) Full-size, light duty SUV class
2004 Pathfinder Armada NISSAN NORTH AMERICA, INC. Effective Date: Sept. 29, 2003 Model Suggested MSRP w/ Code Description List Price(1) D&H D&H BASE VEHICLE ---------------------------------------------------------------------- 49214 4x2 SE 5.6 Liter V8 A/T $33,300 $650 $33,950 49314 4x2 SE 5.6 Liter V8 A/T $36,450 $650 $37,100 Off-Road 49414 4x2 LE 5.6 Liter V8 A/T $37,800 $650 $38,450 49614 4x4 SE 5.6 Liter V8 A/T $36,100 $650 $36,750 49714 4x4 SE 5.6 Liter V8 A/T $39,250 $650 $39,900 Off-Road 49814 4x4 LE 5.6 Liter V8 A/T $40,600 $650 $41,250 FACTORY INSTALLED OPTIONS SE SE OR LE ---------------------------------------------------------------------- H01 Bose Package $750 X COMMENTS: N/A with Leather, Sunroof or Journey Packages J01 Sunroof Package (SE) $3,350 X COMMENTS: N/A with Bose, Sunroof or Journey Packages J02 Sunroof Package (LE) $1,600 X COMMENTS: N/A with Upgrade or Tech Packages J01 Sunroof Package (SE OR) $1,000 X K01 2nd Row Split Bench Seat (LE) N/C X P02 Upgrade Package (LE) $600 X COMMENTS: N/A with Sunroof or Tech Packages S01 Journey Package (SE) $3,950 X COMMENTS: N/A with Bose, Leather, or Sunroof Packages S01 Journey Package (SE OR) $1,600 X T01 Tow Package $650 X X COMMENTS: Std on LE U01 Technology Package (LE) $3,900 X COMMENTS: N/A with LE Upgrade or Sunroof Packages V01 DVD Entertainment System $1,500 X X X X01 Leather Package (SE) $2,350 X COMMENTS: N/A with Bose, Sunroof (SE), or Journey (SE) A96 Satellite Radio - XM $400 X X X COMMENTS: Late Availability A97 Satellite Radio - Sirius $400 X X X COMMENTS: Late Availability PORT INSTALLED ACCESSORIES SE SE OR LE ---------------------------------------------------------------------- B10 Rear Splash Guards $50 X X X F10 In Cabin MicroFilter $50 X X X COMMENTS: N/A with Tech Package L92 Floor Mat/Cargo Mat (6 pc set) $200 X X X M92 Front Splash Guards $50 X X X M94 Front & Rear Splash Guards $100 X X X R93 Cargo Area Tray $70 X X X W93 Grille Guard $590 X X X COMMENTS: Late Availability (1) = Suggested List Price: Manufacturer's recommended pre-delivery service included. Above prices are F.O.B. any Port of Entry. Prices and specifications are subject to change without notice. Additional costs per vehicle may apply due to local assessments. Dealer is free to sell at whatever price, mark-up or margin of profit. 2004 Nissan Pathfinder Armada NISSAN NORTH AMERICA, INC. Effective Date: Sept. 29, 2003 OPTION PACKAGE CONTENTS ---------------------------------------------------------------------- BOSE PACKAGE (SE) SUNROOF PACKAGE (SE OFF-ROAD) Premium Audio Bose includes: Sunroof 265W AM/FM 6-disc In-Dash CD with 10 Speakers JOURNEY PACKAGE (SE OFF-ROAD) Includes Sunroof Package 2nd Row Bucket Seats w/ Removable Center Console LEATHER PACKAGE (SE) 2ND ROW SPLIT BENCH SEAT (LE) Includes Bose Package (SE) Split Bench Seat 2nd Row Leather Seating Surfaces - LE Only Passenger 6-way Power Side Airbags (driver/front pass. Seats) SUNROOF PACKAGE (SE) UPGRADE PACKAGE (LE) Includes Leather Package (SE) Power Lift Gate Sunroof Power Passenger Seat JOURNEY PACKAGE (SE) SUNROOF PACKAGE (LE) Includes Sunroof Package (SE) Includes Upgrade Package (LE) 2nd Row Bucket Seats Sunroof w/ Removable Center Console DVD ENTERTAINMENT SYSTEM TECHNOLOGY PACKAGE (LE) Rear display monitor Includes Sunroof Package (LE) Video Port in Center console Navigation System includes: 2 Wireless Headphones/Remote DVD Navigation w IT Display DVD Player Auto A/C (SE requires Bose Package) Dual Zone A/C Microfilter TOW PACKAGE (SE, SE OFF-ROAD) Underbody Receiver Hitch Additional 7 Pin Wiring Harness Plug Trailer Brake Pre-wiring on I/P A/T Temp Guage Heavy Duty Battery Auto Leveling Rear Suspension Lower Final Drive Ratio (3.357:1) (STD on SE Off-Road)