GT-R's electrifying Bolt edition
Usain Bolt, the world’s fastest man and champion Olympic sprinter, is targeting another record-breaking performance by offering his passion and performance instincts to the Nissan team developing a special “Bolt” version GT-R.
Following his world records and medal-hoard at the 2012 London Olympics, Bolt signed a deal with Nissan to extend his role as brand ambassador for the 315km/h GT-R and to become honorary “Director of Excitement” for the company’s global marketing drive.
LOVE TO RACE
Bolt, appearing at Nissan’s world headquarters, said: “Racing is my inspiration and I want to help Nissan become an even more exciting brand for everyone.”
Toshiyuki Shiga, chief operating officer, welcomed Bolt’s endorsement and deepening ties with Nissan – where he became a brand spokesman on the eve of the London Games.
Shiga said: “Nissan shares the spirit of excitement that captivated worldwide audiences at the Olympics. There is no-one better qualified than Usain Bolt to help us translate that spirit into great experiences.”
In recognition of Bolt’s contribution to sports and his automotive enthusiasm, Shiga unveiled a unique gold-painted GT-R, which will be auctioned to benefit the Usain Bolt Foundation.
Proceeds from the online auction, details of which will be announced later in October, will help the foundation’s work creating educational and cultural opportunities for children and young people in the Olympic champion’s home country Jamaica.
SPECIAL BOLT GT-R
The once-off GT-R, to be auctioned on the eBay online auction platform, will be embossed with Bolt’s signature and bespoke interior fittings finished in real gold.
As part of Bolt’s partnership with Nissan, the sprinter test-drove various GT-R models at the car company’s proving ground near Oppama, Japan, where his reaction times, acceleration and other handling capabilities will be used in developing a special “Bolt GT-R” for his personal use.
Bolt, who was collected from Tokyo’s Narita Airport in a GT-R driven by F1 racer Mark Webber, is expected to contribute further to Nissan’s “WHAT IF_” global brand campaign.
The campaign, featuring Nissan’s iconic products and breakthrough technologies in billboards at airports around the world, forms part of the company’s Power 88 mid-term business plan – aimed at capturing 8% market share and 8% operating margins.
To continue building brand momentum at Nissan, TV commercials featuring the Nissan LEAF electric vehicle, called “What if you could drive the future, today?”, will also be aired via six major international TV networks starting in October 2012.
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