Nissan appears to be at a crossroads moment. The brand has seen its market share decline considerably since its peak in 2017. Nissan is updating its model lineup, but not at a pace that captures the attention of consumers relative to other brands. The Titan is gone, the new Z landed with a bit of a thud, and the GT-R languished until it was taken behind the shed. One dealer has seemingly had enough, and they may be ready to take action.
DealershipGuy.com reports that a dealer sent a letter to their colleagues, in which the author levies heavy accusations. This anonymous missive paints a grim picture. The letter states that factory-set sales targets have become so aggressive that they force stores to pursue volume levels, leaving little room for any actual profit. According to DealershipGuy, the average dealer aims for a return on sales between 2 and 4 percent. Nissan dealers, per the letter, are averaging less than 0.004 percent.
A major part of the problem is the cyclical nature that stems back to an aging product lineup. It’s challenging for a dealer to attract new or existing customers if they can’t compete effectively. It’s hard for Nissan to deliver new products if it’s not able to sell cars.
To be fair to Nissan, however, there are signs of life within the existing lineup. The automaker redesigned the Sentra for the 2026 model year, which afforded the small sedan a major glow-up, both inside and out. The new Sentra delivers strong fuel economy numbers, wears a smart price tag, and it should be a solid sales proposition in its segment.
Gallery: 2028 Nissan Xterra Rendering by Motor1
There’s talk of an Xterra returning to the lineup. This would be a smart move as the appeal of body-on-frame SUVs is strong right now. The overlanding and off-road crowd loves to have options. A true off-road-ready Xterra would be a welcome sight in Nissan’s lineup.
On the other end of the spectrum, shoppers would also appreciate an affordable sports car option. Nissan’s CEO Ivan Espinosa remembers the excellent IDx concept, and so do we. Just slap a Silvia or 240Z badge on it, and then bring it to market to compete against the likes of the Toyota GR86, Subaru BRZ, and even the Mazda Miata.
Nissan also needs a hybrid in its lineup. It’s wild to see an automaker not sell the automotive equivalent of a stopgap in 2025. While some will drive an ICE vehicle until the world implodes, and others have happily transitioned to a pure EV driving experience, there are quite a few customers who appreciate vehicles that straddle the line. Nissan says its Rogue Plug-In Hybrid will arrive later this year, and I assume its dealers would say it can’t get here soon enough.
Beyond the model lineup, the automaker is taking a deep look at its own books. Cost-cutting is hugely important moving forward. There are processes in place that exist as a result of things that are no longer necessary or for the purposes of chasing volume. Volume, which does not exist in that same way today.
Gallery: Infiniti QX65 Monograph
All of this focuses specifically on Nissan, by the way. Infiniti is a niche extension of the automaker, yet it has the same problems. Infiniti needs Nissan to turn things around. And Nissan dealers may be banding together to force positive changes sooner rather than later.
We’ve reached out to Nissan for more insight on this matter. The story will be updated if we receive further information.
Source: DealershipGuy.com
