• May 1st 2013 at 1:49PM
  • 43
Nissan Altima (Nissan)
Nissan is cutting prices on seven of its 18 models in the U.S., hoping its cars and trucks will show up in more Internet searches by shoppers.

The price cuts vary with the amount of equipment on each model. They run from 2.7 percent, or $580, on the top-selling Altima midsize car to 10.7 percent, or $4,400, on the Armada big SUV. Executives are under pressure to sell more cars, with Nissan's CEO targeting a 10 percent U.S. market share within three years.

Nissan is also cutting prices on the Sentra compact car, Juke small crossover SUV, Murano midsize crossover, Rogue small crossover and the Maxima full-size car.

Jose Munoz, Nissan senior vice president of sales and marketing for the Americas, said the seven vehicles account for 65 percent of Nissan's U.S. sales. The sticker prices, he said, were higher than similar models from competitors, and that kept Nissan vehicles out of some Internet searches.

"In some of the customer searches we may not appear," Munoz said. "We want to be considered by as many customers as possible."

Nissan-Renault CEO Carlos Ghosn has set a goal of taking 10 percent of U.S. sales by 2016 or sooner. In the first quarter, Nissan's sales fell 1.3 percent. Its share of the U.S. market was 8.6 percent, according to Autodata Corp.

The company plans to reduce rebates and other discounts to offset some of the price cuts. Nissan is facing intense competition from U.S.-based automakers and its prime Japanese competitors, Toyota Motor Corp. and Honda Motor Co.

The price cuts are effective Friday for cars and trucks that aren't yet on dealer lots. However Nissan will also make allowances to trim the prices of cars currently in dealer inventories. The cuts will remain in effect indefinitely.

The price cuts should help Nissan build on strong April sales. The company reported a 23 percent increase for the month on Wednesday.

Although Nissan denies it, industry analysts say it can afford the cuts because of efforts in Japan to weaken the yen against the dollar. That makes cars and parts made in Japan cheaper than goods made in the U.S. One analyst predicted a price war if other automakers follow.

"If the yen stays where it is at and competitive pressure does as well, we could be looking at a more widespread battle for buyers," said Jeff Schuster, senior vice president of forecasting for LMC Automotive, a Detroit forecasting firm.

Nissan's Munoz denied the yen influenced Nissan's decision, saying that four of the seven affected models are made in North America. Only the Juke, Rogue and Murano are made in Japan, and their sales are small compared with the other models.

Nissan builds about 75 percent of its cars sold in the U.S. in North America. That should rise to 89 percent by the end of next year when the company shifts production of the Rogue and Murano.

Ford's U.S. sales analyst Erich Merkle wouldn't comment on Nissan's pricing. In April, he said, the industry saw little evidence that the weaker yen was affecting prices, which were down about $170 per vehicle compared to last April.

"The pricing seems to be very contained," he said.

Nissan isn't the first automaker to cut prices this year. In January General Motors trimmed $300 to $770 off the sticker price of its slow-selling midsize Chevrolet Malibu.



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  • 43 Comments
      supermolar
      • 2 Years Ago
      economy is getting better according to MSM-and they are cutting prices? What does not add up here?
      welcome butch
      • 2 Years Ago
      TAKE THEM ALL BACK TO JAPAN BUY AMERICAN
      darubo27usa
      • 2 Years Ago
      So, this is a commercial?
      • 1 Year Ago
      I purchased a Xterra on Saturday. Not only was the purchase so not nice.....I was replacing the 2004 Xterra that was recently hit and totalled by the insurance company as it was to expensive to repair. We also have a 2009 Xterra. By the time we got home, we discovered no freon and that's why the A/C didn't work. This new 2013 (which I thought was 2014) was in the dealers showroom. The Sales Manager drove it out of the showroom to get it washed and the husband drove home. Between the two of us we purchased 8 vehicles in 8 years, you would think the dealership would take care of us, but just the opposite occured. I had a 2008 Xterra and had to prove to Nissan that it was defective, which took nearly a year, and only after a Tech came in from another state, did Nissan finally realize their mistake. Nissan (not the dealership who I trusted) gave me a 2009 upgrade for my inconvenience. Well, purchasing a 2013, the dealership took advantage of us and we are done with the dealership. I plan on writing to Nissan's Board of Directors of all the details, as it's time Nissan stop the dealership's promises that never materialize. I was planning by the end of the year getting into a Pathfinder as my extended warranty expires the beginning of next year. I have only 44K miles on my 2009, I don't drive alot but the dependability was my main concern. Well, for what this dealership did, I have opted to look into Jeep Cherokees and pay the additional money as my faith in Nissan has now disappeared. Nissan says one thing and the dealer says another and that right there speaks volumes that Nissan doesn't care and that to me is enough. If a manufacturer doesn't care that the dealerships are misleading the public about their products and the sticker prices, well it's time to finally say no to Nissan. I was so tempted to just send that new Xterra back, but the husband whined like a baby he loved the new one. Again, this dealership couldn't care less about their Sales Manager's promises they only care about Nissan's survey to new customers. The sales Manager put one of their card surveys in front of me and needed me to sign in order for me to get a dash cover, which finding out I paid for it anyways. Well, when Nissan's survey gets here, I'm hoping Nissan straightens out this dealership as being a very loyal customer for this dealership to be treated so poorly and broken promises right off the bat, well I warn people that when choosing a Nissan take the time to go to other Nissan dealerships and see what their offers are. I was under the impression that all vehicles in showrooms are new meaning 2014 and that is not the case. Do not trust a dealership who you have purchased for years, they are bound to just stick it to you no matter what...Their lies and deception has made this new purchase a NIGHTMARE
      civilman
      • 1 Year Ago
      quality is definitely getting worse on a nissan, just traded in my 2011 maxima for a hybrid pathfinder, expensive an expensive SUV and my wife has an altima. her altima was in and out of the dealer for computer problems and recalls already and now more recalls on both vehicles. last set of nissans for us, i promise
      hgeorgech
      • 2 Years Ago
      The biggest problem with Nissan is Nissan itself ... it's an "image" problem! When is the last time you heard anyone say, "wow, I've always wanted a Nissan"? Is the answer: never? The image is almost as bad as the old Datsun moniker. Nissan needs new PR people ... their vehicles are decent, but they continue to have a "ho-hum" image problem .. at best! It's a pipedream that Nissan execs look toward a 10% market share ... 5% is more realistic - and that only with a strong wind at their backs!
        setanta54s_back
        • 2 Years Ago
        @hgeorgech
        informed people and people that seek what's best for their price and economy and searched the internet will stumble upon nissan and check it out. i was not disappointed in their product and CAPACITY TO NEGOTIATTE PRICE.
          juststeve35
          • 2 Years Ago
          @setanta54s_back
          Silly boy you are ranting about DEALERS, not the manufacturer! smh Clueless dolt...
        musclemassage9
        • 2 Years Ago
        @hgeorgech
        evidently you CANT READ as they CURRENTLY HAVE 8.6% of the market.. THAT MEANS THEY ARE 3.6% HIGHER THAN WHAT YOU JUST POSTED.. might wanna think before you open your mouth.. cause your comment just made you look stupid
      chuckhalper
      • 2 Years Ago
      What is not clear in the article is whether they cut the MSRP ( sticker price), AND left the dealer wholesale cost the same ( reduces potential dealer profit), or whether both the dealer cost and price sticker have changed. Since few people pay sticker, the change may be just for internet as the article says and the actual transaction price, what people really pay, won't change at all. And, if they never changed dealer cost, and that is how the manufacturer make its money, how is talking about the yen relevent? Sorry, not very well written.
      JIMMY
      • 2 Years Ago
      Nissan models front ends are starting to look more like Toyotas. Why is it that asian car makers can't be original and always try to make their models look like the competition? Are they running out of design talent?
      onestoplocksmith
      • 2 Years Ago
      maybe they should make better cars....
      • 2 Years Ago
      We have a Nissan Versa which gets about 30 mpg, but we will not buy another one. Mucho problems with the hubcaps falling off, the PTSD valves were defective (they would not replace them - $65.00 each) and one dealership charged $27.00 to put on a replacement hubcap. Not a bad car, but customer service is just so-so.
      spicelau
      • 2 Years Ago
      i owned my Altima Nissan 2003 2.5s for 10 years may have spent 3000.00 on repairs which were natural wear and tear a car would have. tires 1set., breaks twice since i owned the car. 1 new battery looks like 300.00 a year on repairs. love it never let me down. will be purchasing a new one same color same style i deserve one and its paid off.
      Al Pambuena
      • 2 Years Ago
      i stihl like muh ole chevy truck, dents, lopsided, some rust...but she stihl runs....cant roll duh passenger window up..but so whut...makes it easier ta throw out da empty beer cans.
        jpfl66
        • 1 Year Ago
        @Al Pambuena
        Admitting to trashing the highway with beer cans is a crime and you need to be taken in for driving while drinking...
        hgeorgech
        • 2 Years Ago
        @Al Pambuena
        and only 39 more payments left on it .. congrats!
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