Desert off-road driving in the Middle East is practically a sport, for years car brands have been using Horsepower to measure its desert ...
Desert off-road driving in the Middle East is practically a sport, for years car brands have been using Horsepower to measure its desert capabilities, but on these mighty dunes, having high horsepower is not enough. The GTR is the perfect example of a car that has high horsepower and zero desert capabilities
So, Nissan United Middle East has partnered with National Geographic to present Camelpower. A concept that has been in the work for more than a year and a half now, a new measurement unit for desert performance. And just like horsepower was based on a horse, this new unit is based on a true desert beast and icon of the middle east region, The Camel.
The concept was developed by Nissan Engineers and it now has full support of the Emirates Authority for Standardization and Metrology (ESMA) who plans to take this unit to a global ISO accreditation and get all car brands to apply it to their SUV desert models.
Client: Nissan Middle East
Agency: TBWA\RAAD Dubai