Nissan claims its Xterra has always stood for one thing: getting out, doing stuff, and doing it big. It has become synonymous with the hardcore, authentic lifestyle of athletes, adventurers, and extremists. Nissan North America, as part of its new marketing campaign for the 2006 Xterra, invites these enthusiasts to share with the world what "X" means to them. The equation "X=" is left open-ended for the adventurer to fill in with whatever he chooses. Whether it be that place, that vibe, that trick, that moment -- Nissan wants to know.

"Through the years, we've determined the Xterra mindset to stand for a certain extreme and adventurous lifestyle," says Fred Suckow, director of Nissan marketing. "In this campaign, we wanted to get personal and let people tell us what they think X stands for. What does Xterra really mean to those trailblazers out there who live and breathe their passions everyday?" 

Television spots, print ads and street teams will invite consumers to visit http://ShowUsYourX.com, the central hub of the campaign where enthusiasts can log-on, download an "X=" sign, submit their own "X" photos, as well as learn more about the Xterra. Rather than simply presenting the brand to the consumer, Nissan has created an interactive online community where enthusiasts can participate by showing the athletic and confident lifestyle lived out in their own way. Photos capture a snowboarder mid-jump, a surfer's dog waiting for its owner on the beach, and a group of friends driving to the slopes. All of these picture moments include an "X=" sign.

Three television ads -- which began airing during the Super Bowl -- show a kayaker jumping off an icy cliff into a river, a surfer getting tossed by fantastic waves, and two snowboarders being helicopter-dropped onto a mountain and skating down through the fresh powder. Each different scene pauses mid-action to the click of a camera next to the graphic "X=" to illustrate how the Xterra's attributes are ever present in different "everyday" adventures. All three athletes drive off in 2006 Xterras -- the means by which they can realize their dreams -- with their gear stowed on top. 

The print ads -- which will begin running in March publications that hit newsstands in February -- also show athletes finding and showing their "X" to the world. Whether it is in the snow, in the surf, or on a bike, the Xterra moments are recorded for all to see. The print ads can be found in publications such as Men's Fitness, National Geographic Adventure, Surfer and TransWorld Snowboarding. Online ads will also appear on several websites including BikeMag, SurferMag, CanoeKayak, PowderMag, Climbing, Fox Sports on MSN, MTV, MySpace.com and Sports Illustrated. 

Street teams have already begun canvassing Xterra style events and distributing "X=" postcards that will drive traffic to the site and encourage consumer involvement. Events include the Action Sports Winter X Games, Nissan Aspen Open, AMA Supercross, NBA All Star Weekend, 2006 World Super Pipe Championship and the major auto shows. 

"Nissan hopes to reach beyond traditional marketing with this unique, targeted campaign," said Suckow. "We hope to `grow the religion' through the passion of people who have their own idea of what Xterra means."

When it was originally introduced in 1999, the Nissan Xterra stood out from among nearly 40 competitive sport//utility vehicles with its rugged truck frame, purposeful styling and "everything you need, nothing you don't" adventure positioning. Since then, the competitive field of SUVs has grown to over 70 models. Yet one thing remains unchanged -- the Xterra still stands alone as a segment of one and has recently been named as Motor Trend's Sport Utility of the Year.

The enhancements for the all-new second generation Xterra, introduced in 2005, included more power, more roominess and more utility. The 2006 Xterra continues to offer excellent off-road performance, 265-horsepower 4.0-liter V6 and a rugged, fully boxed all-steel frame. A new entry-level X model is available in 2006 and the Power Package becomes standard on S models. In addition, all Xterra models add a standard glove box lock, lamp and damper, available satellite radio, and standard Vehicle Dynamic Control (VDC).