Nissan is rolling out a new tablet application enabling car buyers to locate detailed information about specific models prior to making a purchase and proving that the automotive sector is going mobile in more ways than one.

The Interactive Brochure Hub app, which is free to download for iOS and select Android devices, was created to align with growing consumer demand for digital media on mobile, especially for technology-savvy car owners. Consumers interested in buying a Nissan vehicle may use the sales tool to research their model of choice prior to visiting a dealership, a tactic that could sway on-the-fence individuals to make a purchase.

?Consumers are frequently using smart devices to research new vehicles, at home and in showrooms; with millennials driving this trend, we want to provide this important buyer base with the product content they need, where they currently go to find information and shop,? said Jeremy Tucker, vice president of marketing communications and media at Nissan North America, Inc., Franklin, TN.

?Through Nissan?s own research, we found that consumers truly value the guided, and engaging experience on our Interactive Brochure Hub app. There are uses for the app within dealer showrooms, of course, too.?

Gearing up mobile connections
The J.D. Power New Auto Shopper Study, conducted between 2012 and 2015, found that more than half of shoppers consult their mobile device when doing research ahead of an upcoming car purchase. Nissan hopes its Interactive Brochure Hub app will place the manufacturer?s complete line-up at the consumer?s fingertips, aided by a slew of interactive content to personalize the experience.

To receive a link to the downloadable app, users should visit www.nissanusa.com/request-brochure via a tablet device. Nissan is planning to introduce a smartphone version of the app in the coming year.

Millennial consumers are perhaps the most prominent group moving away from desktop and interacting more heavily with smartphones and tablets. Consequently, brands must be ready to receive this barrage of traffic by being prepared with well-functioning mobile apps and sites.

The Interactive Brochure Hub app will offer potential car buyers any critical information needed at each step of the purchasing process. The tool was strategically launched during the busy shopping season, when consumers are considering which vehicles they may want to purchase for the new year ahead.

The car manufacturer claims this is the premier automotive app to simplify the shopping experience by organizing information into the ?Why? and ?Which? categories of choosing a new product.

The ?Why? section contains a full product story and notes key features and innovations that may prompt a shopper to select a Nissan car over the competition. Meanwhile, the ?Which? section helps guide the customer through the personalization options available for the vehicle, including trim levels, packages, accessories, color and interiors and full specs.

Interactive content is also at the forefront of the app. It is designed to personify and digitize the rich storytelling available in a print brochure, thanks to demos, videos and color selectors. Users may watch the videos for explanations of features and benefits, while tap-and-click animations showcase technologies including the Advanced Drive-Assist Display.

After consumers build and personalize a vehicle to their exact liking, they will receive an in-app link to nissanusa.com, where they may price the model and speak with a local dealer.

?Dealers have shown enthusiasm around this type of tool for their sales staff and are engaged with its rollout,? Mr. Tucker said. ?The app provides a way to easily walk customers through features, benefits, and options in a hand-held device. 

?Our research also found that the app, specifically the ?Which? section, allows shoppers to upsell themselves on higher trim levels and accessories. A customer who clearly understands what's available to him or her in terms of the equipment choices, trim levels, packages and accessories, we think, will have an even better purchase and ownership experience by finding the exact right vehicle  for their needs.?

Revving up mobile
A slew of major car brands have been rolling out new mobile-first innovations ahead of 2016, likely in a bid to capitalize on end-of-year sales.

Hyundai has also been paving the way for automotive manufacturers seeking to cater to mobile-savvy car owners by rolling out an augmented reality manual app that brings accessible how-to information to smartphones (see story).

Additionally, Ford Motor Company is implementing Apple?s Siri Eyes-Free capability into the more than five million vehicles equipped with the automaker's Sync connected software, enabling customers to easily access a slew of iPhone features while driving (see story).

?We?re really excited about the ?Which? trim level feature,? Mr. Tucker said. ?Never before has it been so easy for customers to figure out which specific model is right for them.

?Consumers want to understand the different vehicle trims, and the Which section explains the grade walk in a visual and interactive way to make it easily understandable,? he said. ?Additionally, videos are integrated throughout the app to help bring the product and its features to life.

?It?s a complete and comprehensive research tool ? right in the hands of our consumers.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York