Nissan starts producing redesigned 2013 Altima despite rising competition

Article by Christian A., on May 22, 2012

Despite increasing competition in its segment, Nissan North America commenced production of the high-volume Altima last week with the expectation that it will further raise its volume level.  The vehicle, which has been revamped for the 2013 model year, will be available for sale on June 26. However, rivals Honda Accord, Chevrolet Malibu and Ford Fusion also have been redesigned for the same model year.

Moreover, the Toyota Camry and Volkswagen Passat were revamped for this year. These are two other key mid-sized vehicle segment rivals. In addition, a question arose whether Nissan could build sufficient number of Altima units to challenge the market-leading Camry.

For Nissan, this is particularly significant, as the Altima has been increasing in sales for the past year. The automaker hopes to make the most of these gains. The Altima has been tagged as the also-ran among family sedans for a major part of its 20-year life.

However, it leaped to the No. 2 position in its segment after an earthquake in March hit Japan last year. Months after the calamity, the automaker surpassed the Accord and closely tailed the Camry. 

Nissan Americas Vice Chairman Bill Krueger stated that Nissan plans to maintain the momentum with the refurbished model, but not by offering incentives. Specifically, he stated that he is "willing to build demand by putting value out in the market place."

However, he is "not willing" to slash profit margin in order to attempt and to surpass "a number that one of our competitors is doing." He added that their "best foot forward" will be "the product." The revamped Altima features segment-leading overall weight and fuel economy; however, product planners admitted that they have no idea as of the moment what Honda will offer in the 2013 Accord.

Nissan has five all-new models that are set to be introduced within the next 15 months. The 2013 Nissan Altima is one of them. With the Altima being named the 2nd best-selling car in the U.S. in 2011, much is expected from the fifth generation Altima model.

According to Nissan’s Brian Carolin, the safe thing for them to do is to follow the other carmakers' paths by evolving the Altima conservatively in order not to upset its already-existing owner base. However, that would mean veering away from Nissan's innovation-for-all philosophy. Carolin said that they instead took their “most successful model” then changed nearly everything in it, including its look, its feel, its driving experience and, naturally, its technology, down to its headlights and its windshield wipers.

As a result of this innovation, Nissan got a vehicle that builds on a strong basic reputation for quality and for reliability, which reputation it has earned over two decades and over four generations, and that adds new levels of fuel-efficiency, innovation, premium style, and dynamic performance.

Carolin added that the new Nissan Altima is the most engaging, energetic, and purposeful vehicle in its class, against a competitive and fragmented set. According to him, if you liked the previous Nissan Altima, then you will surely love the new version even more. And, if you have never driven a Nissan Altima before, you should get ready to have your ideas and expectations of a medium-size sedan redefined.

Included in the new Altima's new features is its “class above” appeal, which is also the one feature that stands out the most. This appeal can be seen at first glance and at first touch of the car’s exterior and interior executions.

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