Research Excellence Special Award
Advertiser Nissan Middle East
Country Middle East and North Africa
In a declining SUV segment, Nissan needed to prove beyond doubt that it is the best choice for off-roading in the region.
Since horsepower has little relevance in the desert, Nissan developed a new measure which reflected a vehicle's capability in the desert: Camelpower.
Nissan succeeded in outpacing its rivals to own the conversation around off-roading.