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Fidelity expects local mileage from Andre Russell deal

Published:Sunday | February 28, 2016 | 12:00 AM
The 2016 Nissan Sentra.
The gold-coloured Nissan GT-R which was presented to Usain Bolt at the UWI, Mona Campus, in February 2013, The sprinter is standing just beside the car.
Andre Russell

Following Wednesday's announcement that Jamaican cricketer AndrÈ Russell has struck an international deal with Nissan, the motor vehicle's authorised Jamaican dealers are expecting more interest in the brand locally.

Russell, Rohit Sharma of India and New Zealand's Suzie Bates were named Nissan brand ambassadors, supporting the automakers' partnership with the International Cricket Council (ICC). They join previously selected Nissan cricketing brand ambassadors Dale Steyn and Kagiso Rabada.

It is the second global level deal between Nissan and a Jamaican sporting star over the last three years, as in 2013 a gold-coloured GT-R was handed over to sprinter Usain Bolt at the University of the West Indies, Mona.

David Crawford, marketing officer for Nissan's Jamaican dealers Fidelity Motors, told Automotives, "We are very delighted that the brand has chosen to be aligned with another Jamaican at the top level of sports. It can only do positive things for Nissan, going forward. AndrÈ Russell has proven to be not only a positive role model, but a fun and exciting one."

With these factors, Crawford said Fidelity is "looking forward to the spin-off from this positive arrangement. The spin-off that we get from the arrangement is that people start seeing the brand as more on an upbeat persona, especially because any airport you g to in the world you will see Bolt and the GT-R," Crawford said.

"Nissan is taking a step in being involved with more champions," Crawford said.

In announcing the new brand ambassador trio to Nissan family, Roel de Vries, corporate vice-president and global head of marketing and brand strategy for Nissan, said, "Nissan is absolutely delighted to welcome this illustrious line-up to the Nissan team as ambassadors. As genuine performers in the shorter form of the game, these players consistently deliver on the big stage. We look forward to working together to bring cricketing excitement to fans worldwide, starting with the ICC World T20."

They will all be involved in Nissan's advertising, as well as social-media projects at the upcoming ICC World T20, to be held from March to April in India.

Crawford pointed out that Nissan's line-up of vehicles has undergone significant changes recently, with the Pathfinder, X-Trail, Altima, Qasqai and Frontier pick-up among the models which have been given a new look and features.

"The entire line-up has been refreshed over the past three years," Crawford said.

- Mel Cooke