Nissan is the first automotive brand in Europe to sell a car on Twitter

News Hour:

Nissan has become the first automotive brand in Europe to sell a vehicle exclusively through the use of social networking site Twitter.

From first contact with the client to the final decision to purchase – just six days later – all communication between flagship Galician dealer Antamotor and customer Raul Escolano took place digitally via the social media platform.

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Known to the dealership as user @escolano, he first courted car companies using the hashtag #compraruncocheportwitter (in English, ‘buy a car on Twitter’).

Escolano threw down the gauntlet to automotive brands across Spain, challenging them to support him in buying a vehicle, solely through the use of social networks.

The Nissan X-Trail with @escolano's Twitter hashtag #compraruncocheportwitter (in English, 'buy a car on Twitter')

The Nissan X-Trail with @escolano’s Twitter hashtag #compraruncocheportwitter (in English, ‘buy a car on Twitter’)

Nissan, via leading franchisee Antamotor in A Coruña, impressed Mr. Escolano with its innovative approach, using popular new platform Periscope to film the X-Trail, with the dealer presenting all of the vehicle’s key features in a personalised walk-through which was uploaded to a live stream.

Nissan then went head-to-head with rival models in a poll on Twitter, posed by Mr. Escolano, in which followers were asked to rate the cars on the shortlist. The survey, which received 2.6 million impressions (source: Brandwatch), ranked X-Trail ahead of its rivals with 43% of the vote, effectively helping Nissan to seal the deal.

In the spirit of the truly innovative purchase, keys to the X-Trail were delivered direct to Mr. Escolano’s home by courier, to complete the online transaction.

The vehicle itself was collected from the brand’s Spanish Headquarters, in the first face-to-face interaction between Nissan and the customer since the sale began two months ago.

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Mehrab Masayeed Habib studied Electrical and Electronics Engineering (EEE) at American International University Bangladesh (AIUB). Currently, he is working for News Hour. He is passionate about automobiles. He is also the founder & trainer of Bangla Automobile School. He conducts workshops on automobile engineering at local level.
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