2014 Nissan Altima 2.5 Sl on 2040-cars

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Fiat contemplating sub-brand to compete with Dacia, Datsun

You can add Fiat to the admittedly short list of automakers considering a low-cost brand to rival Dacia. The inexpensive Eastern European brand from Renault-Nissan has performed on the balance sheet like a premium model line, and the money the alliance is taking off the table is encouraging other players to deal themselves in. Pretty soon Nissan's Datsun sub-brand will join the Dacia party, going on sale in Russia, Indonesia and India and will claim even more rubles, rupiahs and rupees for the parent company. Volkswagen recently said it will make a decision this year on a budget line for the Chinese market. With the euthanasia of Lancia and plans to move the Fiat brand upmarket, company CEO Sergio Marchionne wonders aloud to Automotive News Europe whether there could be room for a new budget brand underneath Fiat.
We're told that the initiative has been in the idea box for five years and even moved to the stage of name considerations, like Innocenti, but worries about profit kept it from realization. If such a range were to be developed, Marchionne says it couldn't be built in Italy and stay within budget, and the company is "analyzing its manufacturing capacity outside of Europe to see if a low-cost brand is viable."

Nissan does its best Google Glass impression with 3E headgear [w/video]

The jury may still be out on whether it'll be legal to drive with Google Glass on your nose, but that doesn't mean automakers are going to sit around waiting to see which way the wind blows in one jurisdiction or another. Mercedes-Benz, for example, is already working on ways to integrate its infotainment system into Google Glass, but Nissan is taking things a step further by developing its own wearable tech.
The device is called Nissan 3E, and we don't have much information to go on at this point - just a couple of images, a terse press release and the highly stylized (and rather painful-looking) video below. The Japanese automaker lists internet connectivity and communication as the primary features. But we'd have to assume that, if an automaker is developing it, the device would have some relevance to, you know... driving.
The possibilities are endless, extending from turn-by-turn directions and track information to vehicle metrics and intuitive control of the car's auxiliary controls. We'll have to wait until we get to Tokyo to find out more, but between this and the smartwatch concept it revealed in Frankfurt, Nissan seems to be on a bit of a gadget streak lately.

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.