One way to degrade a brand is to do a promotion that reduces it to a punchline. That appears to be what Nissan is doing to the legendary GT-R. Specifically, it has created this 2022 Nissan GT-R Nismo Special Edition. It was done to promote the return of the GT-R as part of a Happy Meal subject. Thankfully, it will be limited to Japan so we don’t need to endure its presence in the US.
Tomica is making the pint-size versions for the Happy Meals called “Happy Set” in Japan. The other vehicles in the set include the Suzuki Jimny, Toyota 86, Mitsubishi Delica, and a gray version of the GT-R. Kids in Japan are luckier than in the US where we only get crummy plastic cars in their Happy Meals.
A few Japanese drivers will win time behind the wheel of the GT-R Nismo
Where the actual car comes into play is that a few Japanese drivers will win time behind the wheel of the gold GT-R. It is an online sweepstakes sponsored by McDonald’s Japan. Winners will receive test drives at Nissan’s Grandrive proving grounds located in Kanagawa. They’ll get to both drive it and be driven by a Nissan test driver. Hopefully, the driver will wring the GT-R out for his or her guest rider. Then the winners will receive a commemorative photo and copy of the gold GT-R to remember the experience.
At this point the poor, old GT-R is being put out to pasture on a rather sad note with this promotion. We suppose this car will be collectible on some level. But the image of a chrome gold GT-T with Ronald McDonald sticking his head out of the window is just like what you’re thinking. It’s a low point in the production of the otherwise legendary Nissan GT-R.
As we said, companies like Nissan should not squander a brand’s image. It takes years and significant milestones to achieve the status of the GT-R with enthusiasts. Why not just use a Juke or Sentra for the promotion and leave the poor GT-R to more image-enhancing duties?
Nissan’s GT-R was first shown in 2007 at the Tokyo Motor Show
Nissan’s GT-R first hit the scene in 2007 debuting at the Tokyo Motor Show predicting the production version in 2009. It was an offshoot of the legendary Skyline sedans. So the GT-R has been around for over 12 years. In that time very little has been changed. The GT-R still packs a wallop, but everything has its day and the GT-R’s is fading.
So, while we may seem harsh toward Nissan’s decision to Ronald McDonald a GT-R there is a lot of brand equity being wasted. Speculation has estimated that the GT-R won’t be produced after the 2022 model year. So, if you’ve been thinking about buying a new GT-R now is the time to pull the trigger.