Borrowing a page from the launch of the Ford Explorer, Nissan will unveil its latest Pathfinder concept via Facebook instead of holding a traditional press conference. Unlike Ford, however, Nissan won't completely keep attendees of a major auto show in the dark.

Nissan plans to fully introduce the car on Facebook at 8:30AM Eastern on Monday morning, while CEO Carlos Ghosn simultaneously conducts live interviews from the show stand during the first day of the Detroit Auto Show.

"Since we can't bring everyone to Detroit to see the show themselves, this is a unique way to offer special access to Nissan," said Nissan spokesperson Josh Clifton.

The Pathfinder concept is a seven-seater that the company says will haul through the muck with four-wheel drive when it goes on sale this fall. When details emerge, we expect to learn that the Pathfinder, which has been limited in recent years to a kind of hardcore cult following, has morphed from the current Titan-based body-on-frame chassis to a crossover-style unibody platform shared with the Nissan Murano.

Nissan plans to post new Pathfinder content to its 467,332 Facebook fans every two hours throughout the day. Already it's released one image and a pair of videos teasing the vehicle's new design.

In the summer of 2010, Ford took what was considered a big gamble and unveiled its 2011 Explorer exclusively on the social network. Now the social-media strategy is becoming a standard part of any marketing campaign.

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    • 1 Second Ago
      fat kid
      • 3 Years Ago
      Go Nissan Renault! Looks like this marriage is producing some beautiful children!
      • 3 Years Ago
      I refuse to call this thing a Pathfinder. It's FF-based and has the rear door handles in the wrong place. It should be called what it is: The Murano XL.
      • 3 Years Ago
      Another crossover? Just what we need. [rolleyes] I will be replacing my 4Runner eventually, but it won't be with a cross-over.
      Mike McDonald
      • 3 Years Ago
      Why does Nissan even bother with this? We all know it won't sell.
        • 3 Years Ago
        @Mike McDonald
        I beg to differ. I think this is going to sell extremely well for Nissan. This new Pathfinder is going to be able to compete a lot better against Pilot, Highlander, Explorer, and the GM Lambda triplets.
      • 3 Years Ago
      "Very social." Well, than you know the target audience...
      Conner Wingard
      • 3 Years Ago
      So much for the hardcore following I guess.
      • 3 Years Ago
      Peter is calling this a "car"? Unless Nissan just kept the name and put it on a car I would have thought this is a new design of the old Pathfinder which was an SUV, maybe it is a CUV?
      hans moleman
      • 3 Years Ago
      damn nissan.. stop introducing these fat SUVs... what you really need in your line up is the X Trail... perfect competition to the Forrester. High headroom, timeless styling that's not a derivative of a tear drop or bubble. (Looking at your rogue)
      • 3 Years Ago
      Companies think that by adding the catchphrase 'social', or just by using social media, that their product will be successful.