Masao Tsutsumi, President of Nissan Thailand and ASEAN, revealed, “At Nissan, we believe technology should help people make better use of their time each day. Nissan e-POWER allows drivers to experience electric mobility without stopping to charge, reducing waiting times and allowing more time for what’s important in life.”

The “Every Minute Matters” campaign invites people to consider what they would use the time previously wasted waiting for – family, hobbies, or important daily tasks – because the meaning of valuable time may differ for each person.

The “Every Minute Matters” campaign is building awareness through Digital Out-of-Home (DOOH) media in various areas across Bangkok and will continue to communicate through various channels and activities to connect the concept of “every minute matters” with real-life situations and people’s lives. With Nissan e-POWER, Nissan aims to offer another transportation option that combines the electric mobility experience with the convenience of plug-in and charging, so that journeys can continue because “Life goes on, no need to wait to charge.”

Nissan Thailand launches the campaign. “Every Minute Matters” is an extension of insights into car users in an era where “convenience” and “time” play an increasingly important role in decision-making, under the concept of “Life goes on, no need to wait to charge,” and conveys the key features of Nissan e-POWER, which provides an electric motor driving experience without the need to plug in to charge. Data from Deloitte’s 2025 Global Automotive Consumer Study: Southeast Asia Perspectives indicates that the availability of charging stations and charging time are also among the issues consumers consider when deciding to choose an electric vehicle [1], reflecting that in addition to technology and performance, ease of use and time management are also factors that affect the daily travel experience. Based on this insight, Nissan has taken “time” as the core of the Every Minute Matters campaign to invite people to think about what they could use that time for if they didn’t have to add the time of waiting to charge to their journeys, whether it be time for family, loved ones, hobbies, or important things to take care of each day. Nissan e-POWER technology uses a gasoline engine to generate electricity while the wheels are driven by an electric motor, thus providing the responsiveness and smoothness of electric motor driving without the need to stop to plug in to charge, unlike Battery Electric Vehicles (BEVs).

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