Nice people are Nissan people…

  • If you’re looking for love this Valentine’s Day, choose a Nissan driver
  • Cambridge University research uses psychometric testing to gauge customers’ personalities
  • Research shows Nissan owners to be the most generous, loyal and friendly of all car drivers

Looking for love this Valentine’s Day? Find yourself making eye contact with a Nissan driver at the traffic lights? It could be the start of a beautiful relationship, according to research from one of the world’s most iconic universities.


In a study carried out by the Psychometrics Centre at Cambridge University in the UK, Nissan owners were discovered to be among the most agreeable people you could wish to meet.


Using the latest personality profiling techniques, the University discovered that Nissan drivers were also the most generous, loyal and friendly among a cross-section of European car owners.


The study revealed that Nissan owners are much more likely to think of others before themselves, and be far more interested in economic welfare and social justice.


“Personality assessment and automotive design are a perfect match,” said Dr Richard Mills, Doctor of Psychometrics at Cambridge University’s Psychometric Centre. “Our research shows that Nissan drivers are generally seen as trusting, soft-hearted, generous and sympathetic. They are considerate and friendly, and think other people are honest and decent, as opposed to competitive and self-interested.”


Psychometrics – also known as personality profiling – is just one of the many ways in which Nissan is engaging with its customers to better understand their needs. The result is an improved experience behind the wheel, online, in showrooms and in service centres across Europe.


He added: “Psychometrics allows Nissan to shape the customer journey and build cars that owners can fall in love with, in much the same way as they do with other people. Nissan owners clearly recognise and value having close and personal relationships with loved ones, making them the perfect partner.”


Indeed, the only difficulty could be finding a Nissan owner who is single in the first place – the survey also revealed the vast majority are already settled in comfortable long-term relationships!




*The Cambridge University Psychometrics Centre used data from a cross-section of 824 car owners to draw comparisons between Nissan and other vehicle brands.


Notes to Editor


About The Psychometrics Centre


The Psychometrics Centre is a centre of excellence within Cambridge University, and is dedicated to research, teaching and product development in both pure and applied psychological assessment in the online environment. Active since 2005, it has seen significant growth in the past three years as a consequence of the explosion of activity in on-line communication and social networks.


About Nissan in Europe


Nissan has one of the most comprehensive European presences of any overseas manufacturer, employing more than 17,600 staff across locally-based design, research & development, manufacturing, logistics and sales & marketing operations. Last calendar year Nissan plants in the UK, Spain and Russia produced more than 675,000 vehicles including award-winning crossovers, small cars, SUVs, commercial vehicles and electric vehicles, including the Nissan LEAF, the world’s most popular electric vehicle with 97% of customers willing to recommend the car to friends. Nissan now offers a strong line-up of 23 diverse and innovative models in Europe under the Nissan and Datsun brands.




Issued by Nissan