LOS ANGELES — Nissan’s hopes of shedding its bargain-brand reputation and regaining market share hinge on a raft of product reboots, Nissan executives said on the sidelines of the Los Angeles Auto Show.
The product revival started with the unveiling of the redesigned 2020 Sentra, and it will encompass 10 new and freshened vehicles by the end of 2020, including an electric crossover.
“New products are going to be critical” to turn the business around, David Kershaw, Nissan division vice president of sales and regional operations, told Automotive News.
By developing more “aspirational products,” Nissan hopes to attract more creditworthy customers and reduce the need for discounting, which has harmed the brand’s image and wreaked havoc on dealer margins.
Nissan division’s U.S. sales through October tumbled 6 percent, and the automaker’s 7.5 percent share of the U.S. market through three quarters trailed rivals Toyota (12.3 percent) and Honda (8.6 percent), according to the…
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