Nissan Middle East to Let Buyer’s DNA Determine Car Colour

Over 200 people have the chance to let their DNA determine the colour of their car.

Launched by Nissan Middle East, the activation has been running in the United Arab Emirates with Al Masaood Automobiles in Abu Dhabi, and Arabian Automobiles Company in Dubai.

Customers interested in the Nissan Altima have been invited to test drive the newly launched car at the two outlets before letting science and technology take over.

“When you look at the New Altima it is one of the most technologically advanced sedans in its segment. We wanted to take that even further,” said Marko Radzic, deputy general manager – advertising and media at Nissan Middle East.

“What can be more personalised than using your own DNA to determine the colour of your car?”

Potential buyers provide a swab of their DNA in the showroom and it is sent to the UK where it is analysed on two genetic marker criteria. Radzic said the tests are being done by fully qualified medical staff, with approvals from the Ministry of Health.

“We analyze 15 genes grouped in two main genetic markers “Night vision” and “Colour vision”. Whatever numeric score you get between these two genetic markers, will determine what your colour is, based on your DNA,” he said.

“We’re removing names, and everything is confidential, each sample is just given a number when sent to the UK lab in order to protect people’s privacy.”

The selected winner will have the chance to buy the car and have it wrapped in the colour of their DNA.

“We’ve had a lot of interest in the promotion,” said Radzic. “We’ve had people walking into the showroom to get the DNA tests done. It’s really interesting to get these results.”

The competition closes on Saturday evening.

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