Short: Is Nissan Finally Revamping Their Brand?

By Nicholas W.


    Nissan is currently a brand that is popular, but isn't the most appealing.  They've had reliability issues with their CVT transmissions, they made the Juke, and their luxury brand Infiniti seems be in a tough spot, too. In recent years, however, Nissan seems to have been revitalizing their brand. Nissan's future concepts and vehicles coming soon include the all-electric Ariya crossover, a next-gen Frontier, and a new Titan Warrior, all in addition to the 400Z coming soon. Plus, there're new projects coming as well, like the electric IDX, IDS and IMS concepts. Plus, in the past few years, pretty much all of Nissan's lineup has seen a new redesign or generation, and certain models are getting cut from the lineup (Looking at you, Maxima).

    But with all of this brand reform coming about in a fairly short amount of time, presumably happening at the same time as each other, could it be that Nissan is trying to transform into a next-level brand and get their name associated with a better image, like Audi was doing in the mid-2000s? Nissan had the CVT problems from before, and they responded to that by putting a new 9-speed automatic transmission in the new Pathfinder, and that could potentially trickle into other models soon as well. It's very possible that Nissan is trying to get rid of the image of  "the brand with the bad transmissions" by making a new and improved definition for where they stand, and that's something that Nissan could really use, especially since its luxury brand, Infiniti, isn't seeing the best of sales right now either. This new attempt at a brand turn-around could really do many favors for both Nissan and Infiniti. Hyundai and Kia have made a brand transformation recently, and, of course, Audi famously made a big brand overhaul in the 2000s, so if Nissan can pull this off, I'd be very excited to see what they can become in the near future.

Image Credit For The First Image: Nissan, https://www.nissanusa.com/content/dam/Nissan/us/vehicles/FutureAndConcept/Overview/future-concept-overview-idx.jpg.ximg.l_6_m.smart.jpg

About The Author

Nicholas W. is a young emerging journalist from the United States. He currently owns a C6 Chevy Corvette Grand Sport, although it's a 1:16 scale. At the time of publishing, he isn't old enough to legally drive on public roads. Not that that matters.

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