Nissan to cool down incentives

Nissan Motor Co. is apparently willing to give up a few sales as long as it means saving a few bucks. COO Toshiyuki Shiga said they will be scaling back on U.S. factory incentives for 2007. After their incentives grew more than any other manufacturer's in '06 (up 30% to $2,314 per vehicle), they decided enough was enough.
Shiga didn't say where the cutbacks would occur in his statement, but their cars are moving pretty well right now sans incentives, so trucks are the likely target. With new Altima, Sentra and the Versa models doing well, the biggest challenge for the company appears to be its trucks. Especially with Toyota's new Tundra coming out soon, this is a really tough market and incentives were a relatively easy way to hold onto market share. But not if it means losing money from now on. Some think that a big new player like the Tundra will spur sales in the whole segment, but others aren't so sure.

[Source: Automotive News - Sub. Req.]

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