Black wheels and mirror caps don’t make a car special, period!

I’ll be honest here, Nissan is among my favorite car brands nowadays. The Japanese firm has a solid lineup, an attractive design language, reliable drivetrains, and offers great value for the buck in just about any segment. But this new Midnight Edition package introduced in the U.S. is a silly attempt to improve sales and proves once again that there’s a thin line between tasteful and ridiculous when it comes to marketing.

Needless to say, the Midnight Edition was a big success on the Maxima SR, accounting for 85 percent of sales, since its introduction in 2016. For this reason alone I can fully understand why Nissan is expanding the bundle to Sentra, Altima, Rogue, Murano, and Pathfinder. However, a quick look at the Sentra Midnight Edition promo (hit "play") shows why this package isn’t anything to get excited about.

Yup, black wheels, black mirror caps, a black rear bumper insert, and "Midnight Edition" floor mats and that’s it. Seriously now, does anyone care about the lettering on their floor mats?

I’m going to be fair here and mention that other models also get features like LED headlamps, remote engine start, roof rails, and illuminated kick plates (not all at once of course) and that pricing doesn’t exceed $1,195 in its most expensive configuration, but calling it an "Edition" is still too much. Special editions are supposed to be special, and a few black body parts don’t cut the mustard if you ask me. At least Chevy’s Redline bundle, also introduced at the Chicago Auto Show, has a few unique elements and not just body parts of different colors.

But hey, it seems that marketing departments work just like tabloids nowadays. All show and no go if you will, with "show" being the bad habit of calling every little option added an "Edition." And I say "departments" because Nissan isn’t the only automaker in this.

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Press Release

Nissan today announced it is expanding its Midnight Edition equipment package, previously available only on the Maxima SR, to five additional models – each among the brand’s best-selling nameplates. Designed to add visual excitement, the new Midnight Editions of Sentra, Altima, Maxima, Rogue, Murano and Pathfinder share unique content – including black wheels, black spoiler, black mirror caps and available special floor mats –with additional equipment added by model.

“The idea of expanding the availability of the Midnight Edition package was driven by customers who loved the blackout treatment on Maxima SR and asked for it to be available on other popular Nissan vehicles,” said Christian Meunier, senior vice president, Nissan Sales & Marketing and Operations, Nissan North America, Inc.; chairman, Nissan Canada. “The six models offering Midnight Edition packages account for more than 75 percent of our U.S. sales, so we think they will find a receptive audience.”

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The Midnight Edition package was offered on the 2016 Maxima SR and now accounts for 85 percent of Maxima SR sales. While first offered exclusively with black exterior paint, the color palette for Midnight Editions now includes a choice of black, white, gray and red colors for all six models.

All Midnight Edition models are offered with high-optimized pricing, with the packages’ MSRPs1 offering discounts up to $1,300 on select models (versus similar equipment priced separately).

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“We’re creating a clear visual identity package across key models in the Nissan lineup,” said Meunier. “The high-optimized MSRPs for the Midnight Editions will be hard for buyers to pass up.”

The Midnight Editions will receive extensive online marketing support beginning today and can be found at www.nissanusa.com/midnight-edition-line-up.

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Following are details regarding Midnight Edition features and application by model:

Sentra SR Midnight Edition – Offered on both 2017 Sentra SR and SR Turbo models, the Sentra SR Midnight Edition includes black 17-inch Midnight Edition aluminum-alloy wheels, black mirror caps, black rear spoiler and available Midnight Edition floor mats. The package is available on Red Alert, Super Black, Aspen White and Gun Metallic models, has an MSRP1 of $490 USD and is on sale now.

Altima SR Midnight Edition – Available on the 2017 Altima 2.5SR in Super Black, Gun Metallic, Pearl White and Cayenne Red, the Altima SR Midnight Edition features black 18inch Midnight Edition aluminum-alloy wheels and low-profile 235/45R18 all-season tires, black mirror caps, black rear spoiler, LED headlights, remote engine start and available Midnight Edition floor mats. The package has an MSRP1 of $990 USD and is on sale now.

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Maxima SR Midnight Edition – Topping the Maxima SR, the sportiest of five available 2017 Maxima grade levels, the 2017 version of the Maxima SR Midnight Edition includes black 19-inch Midnight Black aluminum-alloy wheels, a black rear spoiler, rear diffuser, and available Midnight Edition floor mats. The package is offered in a choice of Pearl White, Coulis Red, Gun Metallic and the original Super Black. The package is on sale now with an MSRP1 of $1,195 USD.

Rogue Midnight Edition – Rogue, Nissan’s best-selling nameplate, gets the Midnight Edition treatment with black 17-inch Midnight Edition aluminum-alloy wheels, black mirror caps and available Midnight Edition floor mats. It also adds black roof rails, black cross bars, black splash guards, rear bumper protector and illuminated kick plates. Offered on Rogue SV grade in Magnetic Black, Gun Metallic, Pearl White and Palatial Ruby, the Midnight Edition package has an MSRP1 of $990 USD and goes on sale in March 2017.

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Murano Midnight Edition – Like Rogue, the 2017.5 Murano Special Edition package adds strong visual impact to one of Nissan’s fastest growing models. Offered on the Platinum grade level, it includes exclusive black 20-inch Midnight Edition aluminum-alloy wheels, black roof rails, black mirror caps, black splash guards and available Midnight Edition floor mats. It is offered in a choice of Pearl White, Cayenne Red, Gun Metallic and Magnetic Black. The package has an MSRP1 of $1,195 USD and is on sale now.

Pathfinder Midnight Edition – The Pathfinder Midnight Edition features exclusive black 20-inch Midnight Edition aluminum-alloy wheels, black mirror caps, black spoiler, black splash guards, illuminated kick plates, chrome rear bumper protector and available Midnight Edition floor mats. It is offered in a choice of Pearl White, Cayenne Red, Gun Metallic and Magnetic Black. The package, offered on the Platinum model, has an MSRP of $1,195 USD1 and is available now.

Nissan's Midnight Edition Package Is Plain Silly and Shows Why Marketing Sucks High Resolution Exterior
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For more information on the new Midnight Editions, or the complete line of 2017 Nissan sedans, sports cars, truck, crossovers and SUVs, please visit www.NissanNews.com.

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