Nissan is already one of the world’s best-known brands, but that’s not stopping the company from evolving as it plans for a new era in the automotive category, according to the company’s corporate vice-president and global head of marketing and brand strategy, Roel de Vries.

With about 6% of the global automotive market, the Nissan family of brands – which also includes the luxury Infiniti sub-brand – sells about 5.7 million vehicles each year, across over 100 countries.

Few categories have seen more disruption in recent years than the automotive category, where technology has revolutionised the role of car, essentially turning it into a ‘smart’ hub. Nissan has embraced this as it develops new innovation – de Vries believes that “every disruption is an opportunity”.

“Disruption is a good thing. [Marketers] should not be scared about it… the fact is that the car is becoming a massive integration hub of anything and everything to do with technology and data. The car is a very sophisticated computer, it is an amazing audio device, it is a fantastic TV, it is a smartphone on steroids,” he said in an exclusive interview with WARC at the Cannes Lions International Festival of Creativity recently.