February 2, 2004
Nissan to drop ‘Pathfinder’ name from Pathfinder Armada
Gardena, California – Nissan North America announced that is dropping the Pathfinder name from its full-size Pathfinder Armada SUV. The change will begin to appear in marketing and consumer materials beginning in February, though vehicle badging will not be changed until the 2005 model year.
“Our strategy during the launch of our first full-size SUV was to capitalize on our popular mid-size Pathfinder’s rich off-road heritage by associating the Pathfinder name with both vehicles. For example, our launch broadcast advertising showed both vehicles driving in adventure settings together,” said Fred Suckow, director, marketing, Nissan Division. “Now, however, we’re finding strong consumer acceptance of Armada on its own merits, which also allows us to focus the Pathfinder message on building awareness of our mid-size SUV as we get closer to the launch of the next generation Pathfinder as a 2005 model.”
“We think the mid-year adjustment is a smart decision and hope that buyers will have a clearer understanding that our two newest SUVs come in two sizes – but now with two distinct names,” said Suckow.