Fleet News

Web watch: Nissan joins online trailblazer trend

MICROSITES are finding their own niche in the promotion of individual products, allowing manufacturers to place specific cars centre stage for a limited time period.

Promotion of the site is made simpler by giving it a dedicated domain name and it can be an effective way of generating pre-launch interest in a new car.

Web Watch has seen a couple of these recently, for the Mazda MX-5 and the trailblazer in a new niche, the Mercedes-Benz B-class site. This week, we have a new addition to microsite canon, the portal dedicated to Nissan’s forthcoming Micra variant, the C+C, which is being championed as its first UK-designed, engineered and manufactured hardtop/convertible. Deliveries don’t start until November so the site provides a sneak preview of this special car.

The site is built around Flash, which gives it a classy look and smooth function. Nissan has used the software for a subtle intro on the homepage which, alongside the tagline ‘Let the sunshine in’, shows the Karmann-designed two-piece roof in action, in rain and shine.

The intro, complete with rain drops and sunburst, is the most complex element of the site. Sadly, from here on, things get rather turgid in appearance and floral in writing style. The section called Overview, for example, claims the car is ‘bursting with personality’ and driving it is ‘pure pleasure’.

The key selling point for the car is its clever roof design but this takes third place on the page to the marketing ‘splurge’.

In fact, the roof gets woefully little attention on the site. It gets a second mention in the technology and comfort section and nothing more. We press types have received a lot more information on it – perhaps Nissan expects us to do the PR legwork.

We like: Great to look at, simple to use

We don't like: Says little about the main selling point of this Micra convertible – its fancy roof

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