Nissan is aggressively expanding its high-performance Nismo division, aiming to double its global model range to ten vehicles by 2028. This move is central to the automaker’s broader recovery strategy, dubbed “Re:Power,” under new CEO Ivan Espinosa, designed to stabilize revenue and bolster brand image.
Expanding Global Reach
Currently, Nismo sales hover around 100,000 units annually. Nissan targets an increase to 150,000 by 2028, with 40–60% of that growth projected to come from markets outside Japan. This signals a clear intent to leverage the Nismo brand for international expansion, particularly in regions where high-performance vehicles command strong demand.
Future Models and Partnerships
Nissan remains tight-lipped about specific models that will receive the Nismo treatment. However, the company is openly exploring collaborations with external partners. This suggests potential for co-developed performance variants, such as a Nismo version of the Micra based on the Alpine A290, capitalizing on existing synergies with Renault.
The expansion also encompasses both combustion-engined and electric vehicles, aligning with Nissan’s broader electrification strategy. The firm is actively developing prototype vehicles for racing applications – including hardware and software testing – leveraging its Formula E team’s expertise.
Motorsport Commitment
Motorsport will remain a core part of Nissan’s future, with ongoing participation in Formula E and Super GT. The automaker is also evaluating expansion into new racing disciplines, reinforcing Nismo’s role as a performance showcase and technology incubator.
Strategic Context
Nissan’s aggressive move is a direct response to recent financial challenges. The “Re:Power” plan emphasizes cost reduction and localized product strategies. CEO Espinosa recognizes that flagship, high-performance models like Nismos are critical in elevating brand perception and driving sales.
“Nismo variants are vital in boosting the brand.” – Ivan Espinosa, Nissan CEO.
The firm’s previous concept vehicles, such as the Hyper Force electric GT-R successor previewed in 2023, demonstrate a long-term commitment to halo models. By doubling down on Nismo, Nissan aims to re-establish itself as a performance leader while simultaneously streamlining operations and stabilizing revenue.
