Nissan Middle East is promoting its SUV lineup's performance in desert driving by developing a new measurement unit -- "camelpower."
The auto brand's thesis is that the more traditional "horsepower" unit does not accurately describe cars that perform well in desert off-road driving -- indeed some cars with high horsepower are incapable of negotiating big sandy dunes. The "camelpower" concept was developed by Nissan engineers and now has full support of the Emirates Authority for Standardization and Metrology (ESMA), which plans to take this unit to a global ISO accreditation and get all car brands to apply it to their SUV desert models.
To promote the concept, Nissan has partnered with National Geographic to create a mini documentary about Camelpower that can be viewed online. The whole campaign was created by TBWA/RAAD Dubai.