As Nissan prepares to introduce its second e-POWER model in Malaysia, the All-New Nissan Serena e-POWER, the brand is stepping up efforts to help Malaysians better understand what makes this technology different. Rolling out under the playful “Apa-e?” banner, the latest campaign is designed to cut through the confusion that often comes with new automotive
e-POWER represents a major shift in how cars are powered. While it delivers the smooth, responsive feel of an electric vehicle, it does so without the need for external charging. Instead, a petrol engine works solely as a generator, producing electricity to charge the battery and power the electric motor when required. The wheels are always driven by the electric motor, giving drivers instant torque, quiet operation and a more engaging driving experience, all without range anxiety.
The Apa-e? campaign aims to raise awareness and build understanding of these benefits as excitement builds towards the Serena e-POWER’s launch. It follows the debut of the Nissan Kicks e-POWER in December 2024, which marked the brand’s first step into this technology locally. Nissan Malaysia is using a mix of digital and traditional platforms to reach a wide audience, including social media and radio, with content that is energetic, relatable and unmistakably Malaysian in tone.
The campaign reflects the core idea behind e-POWER, positioning it as a technology that blends innovation with everyday practicality. It highlights fuel-saving advantages, lower tailpipe emissions compared to conventional petrol vehicles, and features such as regenerative braking and single-pedal driving, which help make daily driving easier and more efficient. Running costs are also kept in check, adding to the appeal for families and urban drivers alike.
Malaysians can catch the Apa-e? video across Nissan Malaysia’s YouTube, Facebook, X and TikTok channels, while the accompanying radio commercial will air on popular stations including ERA, Hitz, Lite, Hot FM and MY. The campaign is supported by on-ground engagement as well, with Nissan inviting the public to experience e-POWER firsthand through weekend test drive sessions at selected authorised showrooms.
Test drive events will take place across the country in stages, starting on 24 and 25 January 2026 in the central, northern, eastern and southern regions, before continuing on 31 January and 1 February 2026 at additional locations nationwide. These sessions are meant to give potential customers a clearer idea of how e-POWER works in real-world driving and how it differs from both conventional petrol cars and fully electric vehicles.
With the All-New Nissan Serena e-POWER waiting in the wings, Nissan’s message is clear. By breaking down complex technology into something approachable and engaging, the brand hopes to show that electrified driving does not have to be complicated or intimidating, and that e-POWER could be a natural next step for Malaysian motorists looking for a smarter, more enjoyable way to drive.