Last week, Nissan performance brand, Nismo, disclosed to the public its incoming road car expansion strategy that will be done to replicate the success that was met by the BMW M long ago. The Japanese automaker will embark on a plan that will be able to duplicate the number of units that will bear the Nismo performance badge, says Takao Katagiri, CEO of Nissan Motorsports International Co- the Nissan subsidiary overseeing Nismo.
The Nismo line-up has already sold 15,000 vehicles under its belt, and the Japanese automaker is hoping to increase their releases in the coming years. The planned expansion would involve fresh body types aside from their current roundabout of sports cars and SUVs, along with trucks like the Nissan Titan, crossovers and not forgetting the minivans. It will also involve the chain of Nismo dealership and driving academies found in different U.S. cities.
So far, the Japanese automaker has only released 4 vehicles under the Nismo brand in the US, including the loveable GT-R, 370Z, Juke and the newly rolled out Sentra, as well as the other units that include the Patrol SUV and Note hatchbacks that are made available outside the U.S. territory. Nissan is aiming to boost Nismo sales by about 100,000 units by the early 2020s, which is when we’re expected to welcome the line-up of new Nismo releases including the Maxima Nismo, Rogue Nismo and Titan Nismo (if the circulating reports are true).
Unlike the new introduction of modern sports car, which can generate a fixed revenue for a company due to ratio between sales figure and development costs, producing sporty variants of existing future models is considered as more cost-efficient.
Along with the line-up of brand new Nismo automobiles, the vehicle performance department will work together with the Nissan Motorsport International team for the purpose of marketing and promoting the expanded scope. The Japanese automaker added that it is planning to open up Nismo-exclusive dealers around the world, adding to the 26 outlets that operate solely in the Land of the Rising Sun. This is a progressive thing for Nissan, and it seems they are ready to remake the Nismo vehicle department which has been in existence since 2013.
At Nismo's global headquarters and R&D center near Nissan's head office at Yokohama, Katagiri said that demand for these types of vehicles is nearing 5 to 10 percent in every market, and it's the same all over the world. In Japan, around 9 percent of the Nissan Note hatchback sales are from the Note e-Power Nismo hybrid version, Katagiri revealed in his speech.
The U.S. and Europe markets are considered as the most lucrative venues when it comes to potential sales growth over the following years. Moreover China, Southeast Asia and Latin America are also possible markets. Nismo begins the buildout probably this year in Japan by establishing the Nismo Driving Academy, a high-performance driving school offered to owners.