Nissan CEO aims to shed rental-car image in US

• Nissan is moving away from the rental car market and steep discounting practices that characterized the past decade, when the company prioritized volume growth over brand health
• A hybrid version of the Rogue compact SUV, Nissan's top seller, will launch late this year to capitalize on surging hybrid demand driven by higher gas prices from the Iran war
• The U.S. turnaround is part of a global restructuring that includes cutting manufacturing capacity and workforce by 15%, plus seeking technology partnerships after a failed Honda merger

Summary

Key Development: Nissan CEO Ivan Espinosa, who assumed the role in April 2025, is leading a strategic U.S. turnaround focused on improving brand image and profitability over volume-driven sales. The company reported modest Q2 U.S. sales gains as of July 1, 2026.

Strategic Shift: Espinosa acknowledged Nissan "lost its way" in the U.S. market over the past decade by prioritizing volume through aggressive discounting and heavy rental-car fleet sales, which damaged the brand's quality perception and image. The new strategy emphasizes "healthy sales growth" and largely avoiding the rental car market.

Product Pipeline:

• A hybrid version of the Rogue compact SUV (Nissan's top-selling model) launching late 2026
• New rugged, truck-frame SUVs planned, including revival of the Xterra nameplate (previously sold 1990s-mid 2010s)
• Espinosa admits Nissan missed opportunities in the surging hybrid segment, driven partly by higher gas prices from the Iran war

Quality Improvements: The company recently achieved strong results in JD Power's new vehicle owner survey, supporting the quality-focused repositioning.

Broader Context: The U.S. strategy is part of a global restructuring that includes cutting manufacturing capacity and workforce by 15% to control costs. Nissan is also seeking technology partnerships following a failed Honda merger attempt.

Market Outlook: Dealers express cautious optimism about the 47-year-old Mexican CEO's product-focused approach, with one noting success depends on delivering "must-have products." The turnaround effort faces significant execution risk after years of brand deterioration.