Nissan to offer more Nismo performance models in the United States

Article by Christian Andrei, on December 12, 2011

With Nissan Division’s plan to release more Nismo performance models in the U.S., the cost of the packages is expected to drop as they’re introduced on models that are less expensive. At the Tokyo Motor Show, company executives said that the expansion details are not yet final. Nissan has turned Nismo into a new business initiative in non-Japanese markets.

Of course, Nismo’s products are already established in Japan. Nissan showed off a Juke Nismo Concept at the Tokyo Motor Show. Executives divulged that this event launches a marketing initiative among U.S. models that are less expensive.

These packages include engine modifications, upgrades to braking and handling parts, sportier interior trim parts and distinctive styling cues for its exterior.

The Japanese market has embraced these performance packages. Nissan has been marketing Nismo in Japan together with motorsports since the 1970s. The U.S. market hasn’t been very accepting to this concept. In fact, it vanished for a certain period in the later part of the 1990s.

Nissan has recently started to market the Nismo as high-end special editions of the low-volume GT-R and 370Z sports cars. Nissan officials said that this will soon change as they hope that Nismo will be used to give U.S. retailers a new avenue for parts sales.

According to Mark Perry, director of product planning for Nissan North America, this initiative affects the car and truck models and isn’t limited to the cosmetic interior and exterior features to stress the brand's connection to performance and motorsports.

He said that Nissan believes this is a “very big opportunity” in the U.S. for Nismo, whose marketing could be a lot heavier. [source: Autonews]

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