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Summary
- Nissan has a diverse portfolio of 17 models in North America, including electric cars, SUVs, pickup trucks, and sports cars. Each model has a unique design approach.
- In order to compete with Toyota and Honda, Nissan needs to improve quality, address reliability issues, and expand its range of electric vehicles.
- Nissan should consider bringing in hybrid or plug-in hybrid models to challenge Toyota’s hybrid lineup. Additionally, the brand should introduce exciting new cars and a Frontier EV to stay competitive in the market.
Nissan is no small player in the global automotive scene, including the North American market. It started as Datsun in our market many moons ago, and the vehicles being exported were branded as Datsuns until 1982. When the Japanese mass-market brand established itself in the luxury car segment as Infiniti, Nissan’s image took off.
The brand’s current portfolio consists of 17 models for the North American market, including electric cars like the Nissan Ariya, SUVs like the Rogue and Pathfinder, pickup trucks like the Nissan Titan and Frontier, and sports cars like the Nissan Z and GT-R. Every model stands out differently, particularly with the current design language being used across all models.
Apart from manufacturing some of the most affordable cars around, it has also been awarded by some of the most reputed auto organizations like the IIHS and the NHSTA. However, it still has a long way to go before it can truly take on Japanese rivals, Toyota and Honda.
How Nissan Sales Compare To Toyota And Honda Sales
As of June 2023, Nissan has sold 76,928 vehicles, compared to Toyota’s 157,767 vehicles and Honda’s 98,327 vehicles, according to goodcarbadcar.net. Toyota and Honda are ahead in their game, but Nissan could still keep up or outsell them if they rethought their strategy.
How Nissan Can Take On Honda And Toyota
Firstly, Nissan would have to improve its quality game with all its models. It would also help them find ways to address their reliability issues because Japanese cars are usually the best for reliability. After all, there is a stigma associated with the Nissan CVT transmissions, so adding more robust gearboxes would be a wise move.
Also, expanding their EV range is worth considering since the Ariya and Leaf are the only models for customers looking at sustainable options.
Although locking horns with the two Japanese giants will be challenging, it’s not impossible. Competitiveness can improve by focusing on critical areas like innovation and other aspects of business. To gain consumer trust, Nissan has to enhance quality and reliability and be consistent with it. Developing a competitive range of electric cars, SUVs, and pickup trucks will surely attract a tech-savvy customer base.
Nissan must also consider bringing in hybrid or plug-in hybrid models, which could threaten Toyota’s strong hybrid line-up. The only hybrid models available in specific global markets include the Nissan Juke, X-Trail, and Qashqai. These are not sold in the U.S.
The brand could follow Ford’s successful strategy. For example, the American automaker developed the fully-electric Lightning pickup truck based on the F-150 range. Customer feedback even goes a long way in making improvements in various aspects. To stay competitive in the future, Nissan must create a long-term strategy that aligns with industry trends.
Nissan Must Add Exciting Cars To The Range
It’s about time Nissan introduced an all-new GT-R because the current model shows its age despite many revisions. Although desirable to a specific fan base, the GT-R’s competition is way ahead. The 2024 Nissan Skyline Nismo sports sedan, said to start at $54,000, could add spice to the line-up. But could it threaten the 2024 Acura Integra Type S? Only if it made it to the United States.
With the success of the 2023 Ford Maverick, Nissan must closely watch this space and bring in its own small pickup truck model, so it can also compete with the 2023 Hyundai Santa Cruz and the 2023 Honda Ridgeline.
2024 Nissan Skyline Nismo Could Turn Up The Heat
Although the Skyline Nismo is limited to the Japanese Domestic Market, the idea of bringing it to the United States could be a great idea. Nissan did announce that it will be limited to only 1,000 cars, but perhaps allocating a fair chunk of that for our market could do wonders for the brand. With a price tag of a little over $50,000, it could be the perfect bargain sports sedan.
To honor the S54A-1 Skyline GT that won at the Japan Grand Prix GT-II Race in 1964, Nissan has introduced the Skyline Nismo Limited. It looks stunning with all the sharp lines, matte gunmetal-painted wheels, unique badging, and sporty red accents.
They could bring it in as a high-performance version (alongside the Red Sport 400) of the Infiniti Q50 since they are essentially the same car. After all, it wouldn’t be the first time a Japanese automaker had 2 similar models. The Honda Civic Type R and Acura Integra Type S are recent examples.
With that in mind, the four-door family sports sedan gets a 3.0-liter V6 engine that transmits around 400 hp to the rear wheels through a 7-speed automatic transmission. Better yet, why not include the same 6-speed manual transmission from the Nissan Z to please enthusiasts?
Nissan Frontier EV Could Be The Answer
A Frontier EV could be to Nissan what a 2022 F-150 Lightning is to Ford. Since the Frontier is the fifth best-selling pickup truck in America, it makes sense to derive an electric version from it.
In its third-generation avatar, the Frontier looks nicer than the one before. If Nissan came up with an EV version, we expect an all-new, sealed-off grille, a modern alloy wheel design, and perhaps a bit more muscle on those slab-sided fenders.
The rear could remain tidy, but adding logos with LED lighting circling could give that all-important, futuristic look. The same LED treatment, if applied to the ‘FRONTIER’ letters stamped on the back, will help it stand out.
The old trusty naturally-aspirated 3.8-liter V6, which makes 310 hp and 281 lb-ft of torque, will have to be replaced by a torquey electric motor and a battery pack that can target a 300+ mile range. While the gasoline-powered model gets 2WD and 4WD, the EV could stick with AWD, as with most other electric cars.
Nissan SUVs Could Take The Hybrid Route
To be all the more successful, launching a hybrid Nissan Rogue, Murano, and Pathfinder will widen the customer base, drawing away prospective, first-time SUV buyers from Toyota.
The 2023 Nissan Rogue is powered by a 1.5-liter, Variable Compression Turbo engine that could use the aid of an electric motor to increase its power and torque output. While acceleration is bound to improve, so will fuel efficiency. Toyota and Honda have the hybrid market down, so Nissan needs to step their game up to compete.
The 2022 Nissan Murano is currently powered by a 3.5-liter V6 engine that makes 260 hp and 240 lb-ft of torque. These are not-so-impressive numbers, which can be improved upon with a hybrid system’s assistance. Comfort has always been its differentiating factor, but it’s about time Nissan pulled up its socks in the performance and fuel economy department. A 0 to 60 mph is managed in 7.5 seconds, which is far from impressive.
The 2023 Nissan Pathfinder also gets an older, naturally-aspirated V6 – and this is not good news for people looking at hybrid SUVs. The engine produces 284 hp and 295 hp in the Rock Creek edition. There’s enough power for towing, and it comes with front-wheel-drive as standard unless the customer chooses to opt for 4WD. Again, a hybrid system in the rugged SUV can lure customers looking at other options.
While competing with industry giants like Toyota And Honda in North America is no cakewalk, Nissan could position itself well by focusing on quality, a diverse product range, and strategic partnerships.
Sources: goodcarbadcar.net, Nissan.
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