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Nissan Slashes Sticker Prices to Increase Search Visibility

5/2/2013
According to Nissan, consumers who search for new vehicles by price category on the Internet are not easily finding Nissan models, and so the company is slicing the prices on seven of its nameplates in order to more favorably position its vehicles in Internet searches conducted by consumers.

Jose Munoz, Senior Vice President, Sales & Marketing, Customer Quality and Dealer Network Development, Nissan Americas, told industry trade journal Automotive News: "What we saw is that in some versions of some mobiles, we were not on the shopping list because we did not have the appropriate MSRP. We did an analysis across the car line and decided to make these adjustments."
Effective on Friday, May 3, the following Nissan model price adjustments will take place:

  • Altima drops by $580
  • Armada drops by $4,400
  • Juke SL drops by $1,280
  • Maxima 3.5 S drops by $2,270
  • Maxima 3.5 SV with Tech package drops by $3,030
  • Murano S drops by $1,460
  • Murano LE drops by $2,410
  • Rogue drops by $2,300
  • Sentra drops by $730

The price cuts will apply to new vehicles arriving at dealerships, and to those vehicles already in stock. However, Nissan says that for cars and SUVs already in stock, the equivalent of the price change will be provided to customers through an equipment allowance.

Nissan says the price changes have nothing to do with a devalued yen, the automaker citing the fact that the adjustments impact only three Japan-built models, two of which are going to be transferred to U.S. production facilities soon. Rather, CEO Carlos Ghosn wants Nissan and Infiniti to possess 10% of U.S. market share by 2016, but the company's share fell from 8.2% in 2011 to 7.9% in 2012, despite an overall increase in sales. The price adjustments are intended to get Nissan vehicles onto more consumer consideration lists, and to make it easier for people to choose a Nissan model.

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