The Nissan & Honda Merger and Marketing “What Ifs”
Not long ago, we learned about the potential merger of Honda and Nissan, sparking a lot of discussion about how such a pairing could impact both companies, especially in terms of branding and marketing. Designer Kevin Skrocki was particularly intrigued by the idea of merging two well-known brands and what it might mean. Meanwhile, intern Elena Anetrella wondered what it would look like to push beyond theory to visualize a new brand and its accompanying marketing. Here’s where that speculation took us.
In an age where the automotive industry is undergoing a seismic shift — driven by electric vehicles (EVs), sustainability, and autonomous driving technologies — the recently announced potential mega-merger between two leading producers, Honda and Nissan, sparked both excitement and curiosity.
Nissan, founded nearly 100 years ago, is known for its focus on innovation, safety technology, and a diverse range of vehicles. Honda, which started as a bicycle auxiliary engine manufacturer in 1948, has built its reputation on overall reliability and efficiency. Both offer a range of vehicles, from sub-compacts to SUVs and trucks. Both brands are well-established in key markets like North America, Europe, and Asia, with a loyal base of drivers that rely on a vehicle for the long run. Despite their similarities, Nissan and Honda have long maintained distinct brand identities.
So, what might a merger mean for the new brand’s identity, consumer perception, and overall market presence? Most importantly (to us, anyhow), what would the new brand look like?
How Will the New Brand Emerge?
The Nissan-Honda merger presents an opportunity to create a powerhouse brand by leveraging each company’s individual strengths. Nissan’s cutting-edge safety technology would be complemented by Honda’s hybrid technology. It’s a cross-collaboration of innovation and reliability, two qualities that many consumers value highly in an increasingly competitive automotive market.
Behind the scenes, Nissan and Honda will need to develop a value proposition, create market research and detailed public relations plans, and more.
Once those foundational elements are complete, it will be time to consider the messaging and marketing mix.
What the Marketing Might Look Like
For Rebel Studios, this is the fun part. What would the new brand’s name, logo, and visual identity convey? What would the creative look like?
Rather than following traditional automotive marketing — which emphasize speed, luxury, or power — we approached this project differently. Our car isn’t about horsepower or performance figures; it’s about life’s journey, evolving needs, and the deep emotional connection people form with their cars.
This meant rethinking the visual storytelling approach. Since we don’t have an actual vehicle, we used symbolism, human experiences, and life moments to tell our story. Ads and visuals rely on objects, people and environments rather than cars themselves.
We began with a name and a story – a foundation that reflects the values of both brands while setting the stage for something entirely new.
Introducing Zaidan
We started with a narrative based on the name Zaidan (we’ll explain it a bit further down):
For most of us, a car is more than just a machine — it’s a quiet guardian, a companion that carries us through life’s most important moments. From late night food runs blasting music with your closest friends, to the slow first drive home with your newborn sleeping in the backseat, it’s there, witnessing laughter, tears, and everything in between.
Now, imagine a vehicle that not only moves you forward, but stands as a foundation of trust for you and your loved ones. Introducing Zaidan (pronounced ZIDAHN), a brand born from the legacies of Honda and Nissan – two powerhouses combining decades of unwavering reliability and innovation.
Zaidan, meaning “Foundation” or “Cornerstone” in Japanese is more than a name; it’s a promise of quality, leading-edge safety, and advanced technology that adapts to you for the long haul. It’s a vehicle that not only meets your needs, but becomes part of your story. Zaidan isn’t just about driving; it’s about living, experiencing, and creating memories that last a lifetime.
The Creative Concept
It seems sorta nuts to build a car campaign without a vehicle, but we don’t let minor details like that stop us. Constraints rarely hold us back. In fact, we embrace them.
By working without a physical product, we relied on storytelling, creativity, and bold ideas to show that this merger isn’t about what’s possible — it’s about what’s next.
Our team focused on creating a brand identity and campaign that would resonate with audiences on an emotional level. Without relying on typical car visuals, we prioritized human experiences, milestones, and symbolism to make Zaidan a brand that feels personal and relatable. This wasn’t about specs or speed — it was about showing how a vehicle can be a cornerstone of life’s most meaningful moments.
We designed the Zaidan brand to bridge trust, innovation, and individuality. From naming the brand to crafting a narrative and conceptualizing marketing strategies, every element of this project aimed to prove that the right vision could make an idea not just believable, but unforgettable.
We went beyond the “what if” questions and pushed the boundaries of creativity, showing that a merger of this scale could be more than a logistical feat, but redefine the industry itself.
With our story in place, we built creative around it.
A Vision Beyond Limits
This project was about more than just creating a concept — it was about showing the power of bold ideas. By focusing on human-centered storytelling, symbolism, and trust, we built a vision that demonstrates how this merger could redefine what people expect from the automotive industry.
The future of Nissan and Honda will rely on collaboration rather than competition, opening up new ventures and possibilities for growth. Together, they have the potential to create a brand that does not only adapt to the evolving industry but shapes its direction.
This isn’t about imaging what could happen, but rather building a blueprint for what’s possible. By prioritizing collaboration, innovation, and customer trust, Nissan and Honda could create a brand that reflects the best of both worlds and sets the standard for the future of mobility.