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Nissan 'Ride of Your Life' campaign turns an Altima into a race car [w/video]

Nissan definitely makes some exciting vehicles. The GT-R has received continuous improvements to keep it at the head of the pack in the performance car world. And the Leaf might not bring driving intensity, but its technology is quite impressive. However, there is nothing especially thrilling about the Altima. Granted, it races in the Australian V8 Supercars series, but that car really only shares its basic shape with the production version. So it may see surprising that the Japanese automaker is hoping to inject some drama into its midsize sedan with its new Ride of Your Life ad campaign.
The project is pretty clever. Nissan invited several people to the Horse Thief Mile circuit at Willow Springs Raceway for a ride in an Altima racecar. After a few laps with a professional driver around the course, they pulled into the pits, and the passengers got a big surprise. We won't spoil what happens for you. You can check it out in the video below.
The concept is somewhat similar to Toyota's thrill ride ads for the Camry last year. Both promotions try to show that that these four-door, family sedans can be more than just boring transportation. Nissan's commercials will begin airing on TV soon. The automaker hopes to excite potential Altima buyers ahead of its upcoming national sales event. Scroll down to watch the video to find out the big secret and read the full release about the campaign.

Renault-Nissan-Mitsubishi pool $200 million to invest in tech startups

PARIS — The Renault-Nissan-Mitsubishi alliance is setting up a $200 million mobility tech fund, three sources said, in the latest move by major carmakers to adapt to rapid industry change by investing in startups through their own venture capital arms. The fund, due to be unveiled by Chief Executive Carlos Ghosn at the CES tech industry show in Las Vegas next Tuesday, will be 40 percent financed by Renault, 40 percent by Nissan and 20 percent by Mitsubishi. "It will allow us to move faster on acquisitions ahead of our competition," one of the alliance sources told Reuters. Frederique Le Greves, a spokeswoman for the Renault-Nissan-Mitsubishi alliance, declined to comment. The traditional auto industry model based on individual ownership is threatened by pay-per-use services such as Uber, as well as ride- and car-sharing platforms, a challenge heightened by parallel shifts towards electrified and self-driving cars. Wary carmakers are struggling to embrace changes and technologies that some of their executives are only beginning to grasp. To accelerate the process, many are investing directly in the new services — and gaining access to intellectual property — via their own corporate venture capital (CVC) funds. BMW has purchased stakes in a plethora of ride-sharing, smart-charging and autonomous vehicle software firms through its 500 million euro ($600 million) iVentures fund, the biggest such in-house facility belonging to a carmaker. Among others that have been increasingly active are General Motors' GM Ventures, with $240 million, and Peugeot-maker PSA Group's 100 million-euro investment arm. CVC funds, a familiar feature of innovative sectors such as tech and pharmaceuticals, have become more commonplace among carmakers since the 2008-9 financial crisis. They let companies skip some of the formalities otherwise required for new investments, and pounce more swiftly on promising startups. The Renault-Nissan-Mitsubishi venture will also obviate the current need to thrash out the ownership split for each new alliance acquisition. It represents a further step in the integration of the carmakers as they pursue 10 billion euros in annual synergies by 2022. France's Renault holds a 43.4 percent stake in Nissan, which in turn controls Mitsubishi. Ghosn heads Renault and chairs all three.

Datsun reveals new On-Do budget sedan in Russia [w/video]

When Nissan revived the Datsun brand name, it essentially hit the "undo" button on the rebranding it undertook decades ago. But this time, the Datsun name is being used solely as a budget brand for developing markets. The reborn marque launched in India this past July with its Go hatchback, returned in September with the Go+ minivan and revealed the Redi-Go concept just last month. And now it's back again with the new On-Do sedan.
Launched in Moscow by CEO Carlos Ghosn, the On-Do was designed and engineered in Japan specifically for the Russian market - Nissan's fifth largest worldwide - where it will be built at the AvtoVaz plant in Togliatti. Decidedly budget-oriented, the Datsun On-Do is a four-door, five-seat econo-box measuring 172 inches long, 67 inches wide and 60 inches tall with an 18.7 cubic-foot trunk which Datsun describes as class-leading. Punctuating an otherwise bland shape is a large front grille and lighting front and rear that looks (and very well might be) bigger than the wheels.
Not that the Datsun On-Do needs a big contact patch to transfer power to the road: motivation is provided by a 1.6-liter engine with a grand total of - wait for it... wait a little longer - 87 horsepower. Which might strike you as a reasonable amount of muscle, considering the 400,000 rubles Datsun is getting for the On-Do (but consider that translates to about $11,300). That's a couple grand more than what Nissan gets for the Micra in that other giant northern country, or about the same amount it gets for the Versa in the US (which sells in Russia for 499k in rubles) - both of which are powered by what is in all likelihood the same 1.6-liter four but producing 109 hp. Of course Russia has different tax rates than the United States or Canada, but with such little power, the Datsun would fall into Russia's lowest tax bracket.