Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
In the Middle East, desert off-road driving is a renowned pastime. But cars use horsepower to measure their capacities, which isn’t really helpful for mighty desert dunes.
Horsepower is a road metric. The Nissan GT-R, for example, is pretty strong in terms of horsepower … but it sucks in the desert.
To correct this issue, Nissan Middle East and National Geographic have partnered up to present a new metric—camelpower, a unit to measure desert performance.
Like horsepower, camelpower is measured based on how quickly an actual camel can move in the desert, especially over dunes.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in