Nissan Launches New Motability Campaign Putting Disabled People Front and Centre

Nissan has launched Own Your Style, a groundbreaking Motability campaign that celebrates real disabled customers and their stories, shifting the focus from cars to people. This campaign marks a major move away from traditional car-focused advertising, highlighting individuality, authenticity, and the experiences of those behind the wheel.

Featuring six participants supported through the Nissan Possibilities Project – the company’s long-term Corporate Social Responsibility initiative aimed at improving accessibility and inclusion – the campaign showcases athletes, community advocates, and individuals who have benefited from partnerships with organisations such as Sported UK, The Richard Whitehead Foundation, and the Dare to Defy documentary series on Prime Video.

Photography for the campaign was led by fashion photographer and Motability customer Esme Moore, who commented:

*"For me, the number one priority when shooting a campaign that showcases those with disabilities is to highlight the strength, independence, and power that can be found within the disabled community. Everyone deserves to be seen in this way. Nissan has put authenticity at the forefront by featuring real Motability users both in front of and behind the camera.

"It's this level of understanding and willingness to truly listen that can create a meaningful, long-lasting and positive change to mainstream perceptions of the disabled community"*

Alongside the photography, Nissan has produced a series of short films in collaboration with Dark Horses, featuring interviews conducted by Paralympian and Nissan Diversity, Equity and Inclusion ambassador Richard Whitehead MBE. These films explore participants’ experiences with the Motability scheme, their involvement in the campaign, and their hopes for the future. Videos will be available on Nissan’s website and social media channels.

Fiona Mackay, Nissan Marketing Director, said:

*"We're delighted to be able to invite people we've supported through the Nissan Possibilities Project to feature in our new Motability campaign. It's so important to us that our advertising is authentic and reflects the voices and experiences of real customers. Nissan has a long history of supporting the disability community, and we remain committed to ensuring disabled people feel seen, represented, and heard.

All our dealerships have trained Motability experts on hand to support, and we look forward to welcoming many more happy Nissan Motability customers in 2026."*

Developed in partnership with TBWA\London, the campaign reinforces Nissan’s commitment to challenging convention and creating a more inclusive automotive industry, putting disabled people – not just the cars – front and centre.

At Western & Barnetts Nissan, our Motability specialists are ready to support customers through this programme, helping to ensure accessibility, independence, and choice for all drivers in 2026 and beyond.