Nissan has transformed its operation in the Nordic and Benelux markets to drive innovation and efficiency across countries at the heart of the digital and electric vehicle revolution.
Scandinavian and Benelux countries, representing Europe’s most electrified markets, have been merged into a new business region called Nissan eNEST, including Benelux & Scandinavia. This is in response to the rapidly changing automotive market and will allow the business to react more quickly to better serve customers and partners.
The import operation in Finland has been transferred to the private importer Bassadone, working with more flexibility and closer to the needs of Finnish customers.
Leon Dorssers, Chief Commercial Officer for Nissan’s Africa, Middle East, India, Europe & Oceania region, said: “The automotive industry is changing, and we need a fresh approach and perspective to allow our business to act and respond more quickly, bringing new ideas and innovative ways of working that meet the needs of an evolving market and customer expectations.
Norway, Sweden and Denmark continue to lead the transition to electrified transport with electric vehicles accounting for a very high portion of new car sales. The Netherlands, Belgium and Luxembourg are also seeing a significant shift towards electrification. This means markets across the new business region already share many similarities and opportunities.
The new business region is positioned at the centre of Nissan’s electrification strategy, with a broad range of new EV models – including a fully electric Micra replacement and all-new LEAF – launching soon. Nissan eNEST has a clear customer focus approach integrating sales & aftersales in order to offer a streamlined, high-quality service to current and new Nissan-owners.
Digitization and customer experience
The new business region will have more autonomy, allowing it to better serve customers across Nissan Benelux & Scandinavia by transforming into a leaner, more agile business focused on digitization, innovation, electrification and customer experience.
Jean-Philippe Roux, Managing Director of Nissan eNEST – Benelux & Scandinavia said: “As well as new EV and electrified models, we will be introducing a number of innovative ‘firsts’ to the business region, which will be an incubator for new ideas and ways of working. This includes amongst else an AI-based Marketing set-up, called NU SPARK.”
Nissan and Omnicom will harness the power and speed of AI to launch a next-generation regional marketing, with NU SPARK. This is a next-generation regional marketing team based in Amsterdam, serving as an innovation incubator across the Netherlands, Belgium, Luxembourg, Denmark, Sweden, and Norway. NU SPARK represents an evolution in how the brand explores, experiments and implements forward-thinking approaches to marketing. The team integrates AI, data, and automation to refine how creative & media work together in real time, across the full customer journey.
