Nissan’s efforts to revitalize its product lineup and brand have been making headlines recently. According to Automotive News, the company held regional meetings in Boston, Dallas, and Orlando where dealers shared their feedback and insights. The general consensus among the dealers was that they haven’t discussed new products in a long time, indicating the challenging times Nissan has faced. However, there was a sense of optimism as the dealers spoke positively about upcoming releases, including the highly anticipated fourth-generation Murano.
The current Murano, which was launched in 2015 for the 2016 model year, has seen a decline in sales over the years. From 86,953 sales in 2016, the numbers dropped to 31,138 in 2023. The new model is expected to be built on an evolved version of the current D Platform and will feature a turbocharged four-cylinder engine. It will prioritize premium appointments over sportiness and will also replace the current CVT with a nine-speed automatic transmission. In terms of design, the new Murano has been compared to the Acura MDX, with a sleek rear end characterized by a full-width light bar across the hatch.
Following the release of the new Infiniti QX80, attention will shift to the Armada in Nissan’s lineup of big SUVs. Just like its luxury sibling, the Armada will receive a significant upgrade to enhance its luxurious appeal. The interior will boast high-quality furnishings and trimmings, while under the hood, a turbocharged six-cylinder engine will provide ample power.
Towards the end of the year, Nissan plans to introduce the Rogue Rock Creek Edition to compete with rivals like the Honda Passport. This off-road-focused trim will join the Pathfinder Rock Creek Edition in Nissan’s lineup. Although details are scarce at this point, the Rogue Rock Creek Edition is expected to feature off-road tires and a spacious roof rack.
In terms of marketing, Nissan aims to take a different approach by shifting the focus away from using celebrities. Instead, the company plans to highlight vehicle features, design, and the dealership experience. This new angle is geared towards creating a stronger connection with customers and emphasizing the quality of their products.
Despite the positive developments, dealers expressed concerns about the lack of guidance on how to transition from the current state to a better future. Nissan’s national dealer inventory is currently 30% above the national average, and the automaker has been hesitant to rely heavily on incentives as it did in the past. This cautious approach is aimed at preserving brand equity and profitability, which suffered during the 2010s. However, while Nissan’s product lineup has improved, the competition has become fiercer, making it challenging to regain market share. Some dealers highlighted that consumers are still hesitant to consider Nissan vehicles due to their perception of the brand.
As we progress through the year, all eyes will be on Nissan to see how they navigate their path to success with their product lineup and dealer network. One potential solution that could generate excitement among consumers is the revival of the Xterra, a beloved SUV that resonated with adventure-seeking individuals. A reimagined Xterra that stays true to its roots could go a long way in capturing consumer attention and reestablishing Nissan’s position in the market.
In conclusion, Nissan’s plan to restore its product and brand involves introducing new models with enhanced features and design elements. The upcoming release of the fourth-generation Murano, Armada, and Rogue Rock Creek Edition demonstrates Nissan’s commitment to meeting customer demands in various segments. However, challenges remain as the company seeks to address its inventory levels and overcome lingering perceptions about its brand. By focusing on product improvement and delivering a premium dealership experience, Nissan aims to win back consumer trust and loyalty. The future success of the company will depend on its ability to adapt to the changing automotive landscape and capture the attention of discerning customers.
