Nissan Malaysia launches “Apa-e?” campaign to explain e-POWER before Serena e-POWER arrival

KUALA LUMPUR: Edaran Tan Chong Motor (ETCM) is rolling out a new awareness push called the Apa-e? campaign, basically because Nissan e-POWER is still something many Malaysians need to see and understand before it clicks.

It is not a typical hybrid story, and Nissan admits that introducing a new, more technical powertrain can be a communication challenge.

Also Read: Nissan Serena e-POWER in Malaysia estimated to be between RM160k to RM180k, launch in March

The campaign is meant to build familiarity with e-POWER, its key selling points, and what you actually get day to day, ahead of the eventual launch of the all-new Nissan Serena e-POWER. That MPV will be the second e-POWER model in Malaysia, following the Nissan Kicks e-POWER that arrived in December 2024.

“We initiated the latest Apa-e? campaign to further engage the public through our social media platforms and radio stations with a tune and video that’s fun, energetic and relatable to all Malaysians. It reflects on what e-POWER is at its core – an innovative technology that’s affordable, fuel-saving and makes driving fun again,” said Christopher Tan, Executive Vice President of Edaran Tan Chong Motor Sdn Bhd.

The Apa-e? video has been up since 7 January 2026 on Nissan Malaysia’s YouTube, Facebook, X and TikTok channels, while the radio commercial will run on ERA, Hitz, Lite, Hot FM and MY.

What Nissan e-POWER is, and why it is different

Nissan describes e-POWER as a drive system that is 100% electric motor-driven, meaning the wheels are driven by an electric motor, not by the petrol engine. The petrol engine’s job is to generate electricity, charging a Li-ion battery pack and supplying power to the electric motor when needed.

In simple terms, Nissan is pitching e-POWER as the “EV feel” route, instant torque and quick response, but without the usual EV pressure points like range anxiety or needing to plug in to charge.

Compared to a conventional internal combustion engine (ICE) vehicle, Nissan also claims e-POWER delivers lower tailpipe emissions and lower running costs, with regenerative braking to recover energy, and the option of single-pedal driving, the kind EV owners will already be familiar with.

Nissan e-POWER public test drive weekends in January and February 2026

For anyone who wants to try it in person, Nissan is pointing the public to Nissan Test Drive weekends at selected showrooms. Here are the locations listed in the release:

24–25 January 2026

• Central: EVO Mobility Sdn Bhd, Central ETCM Jalan Raja Laut

• Northern: Nikaijaya Resource Sdn Bhd, Northern ETCM Bayan Lepas

• Eastern: Edaran Nuri Sdn Bhd

• Southern: Kulai Public Motor Sdn Bhd

31 January–1 February 2026

• Central: ETCM Mahkota Cheras, ETCM Glenmarie

• Northern: ETCM Sitiawan, ETCM Butterworth

• Southern: W.E. Motor Sdn Bhd, NM Supreme Sdn Bhd

For more information on the all-new Nissan Serena e-POWER in Malaysia, ETCM also lists a helpline at 1800-88-3838, and a campaign page here: