Paving the way to a new group buying concept. Maybe.

Paving the way to a new group buying concept. Maybe.

Nissan is experimenting with the group-buying concept. But it’s not what you think. Good to see a big brand take a step in this direction, even if it’s not full-throttle.

April 3, 2011 1:29 by Sidra Tariq

In the Middle East, group buying websites have primarily been a way for consumers to enjoy large discounts on services. You can have a meal at a Japanese restaurant for 50 percent off, or get a manicure and pedicure for just AED50. A deal featuring products–especially those worth thousands of Dirhams–has been rare. But it seems like such an offer is wheeling in.

Arabian Automobiles Company (AAC), the sole distributor of Nissan vehicles in Dubai and the Northern Emirates, is due to run a campaign from April 5-14 on group buying website Cobone.com to sell Nissan Pathfinders at a discounted rate.

The company is keen to engage in online activity and try new things, according to Felix Welch, sales and marketing director at AAC, which is part of the AW Rostamani Group. It is looking to use the group buying platform as an experiment to see how the medium works and what level of purchases can be achieved from the website, he says.

The group buying model generally dictates that a deal has to attract a minimum number of buyers by the end of the day for it to be active, but there is no cap to how many people can buy the deal.

AAC, however, will only offer five Nissan Pathfinders on a discount as part of the campaign, its media agency Mindshare confirms. The cars can be bought on a first-come, first-served basis, says Welch.

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Tags: automotive, cobone, consumer, Dubai, group buying, Middle East, nissan, online, promotions, social, UAE