NISSAN’S WINNING STRATEGY DRIVEN BY EXCEPTIONAL PRODUCT
I began my career at Renault in 1993.
Since then I’ve worked in roles that have taken me to Argentina, Brazil, France, the United States and, most recently, Canada.
In each role, I have learned to read the needs of the markets, the positioning of the brands, and their competitive advantages.
These experiences make me an automotive global citizen. So when I became president of Nissan Canada Inc. in January 2016, you can forgive me for assuming that my previous experience would provide key insight into what Canadian consumers are looking for.
One thing became clear very quickly: Nissan’s winning strategy is driven by an exceptional product portfolio combined with a strong dealer network.
And it’s working!
Record-breaking mindset in
Canada — Month after month, Nissan continues to achieve sales records for vehicles in key segments.
The Nissan Altima, Maxima, Murano, Frontier, 370Z and GT-R are all posting double digit calendar year-to-date growth.
This has also been a banner year for the all-electric Nissan Leaf, with sales up 33 per cent so far in 2016. Canadians are embracing zero-emission motoring in record numbers, and we are incredibly proud to be the pioneer in this segment.
What’s interesting here is that most of these nameplates have been in the Canadian market for several years, and yet we continue to experience year-over-year success driven by trust in Nissan’s durability, quality and reliability.
In identifying our strengths, I keep returning to the diversity of the Canadian market — and how Nissan has a product in every vehicle segment that speaks specifically to some aspect of the Canadian motoring experience.
The evolution of the subcom
pact — The wants and needs of Canadians are evolving, and Nissan continues to evolve with them through cutting-edge design and a suite of advanced safety technologies.
Take the Nissan Sentra, for example — a mainstay in the subcompact segment and Nissan’s second bestselling vehicle in Canada (the first being the Nissan Rogue). For model year 2017, the SR Turbo takes Sentra’s performance and fun-to-drive factor to a whole new level. Sentra SR Turbo offers a 188-horsepower, 1.6-litre Direct Injection Gasoline (DIGTM) turbo engine representing a 41 per cent increase in horsepower versus standard Sentra SR’s 1.8-litre, nonturbo engine.
To help handle the increased power, the new Sentra SR Turbo also receives an enhanced body structure, revised steering system, larger front disc brakes, new six-speed manual or Xtronic transmission with manual mode, and unique suspension tuning.
Another keystone in the subcompact segment is the Versa Note. With its versatility, value, technology and style, the Versa Note is perfect for entry-level or city buyers, offering the right combination of power and fuel economy.
And we can’t forget the Nissan Micra, Canada’s most affordable new car and the star of the country’s most affordable racing series, the Nissan Micra Cup.
As an entry-level vehicle, the key innovation offered by Micra is its unbeatable value and reliability. Smart packaging ensures drivers can choose the Micra that is right for them.
My favourite thing about the Micra is this: whether it’s on the race track or a public road, the shared reaction we see from Micra drivers is an ear-to-ear grin based on its undeniable fun-to-drive factor.
Consistency is key in crossover
segment — The Nissan Rogue continues to be our top-seller. Now, with the redesign for the 2017 model year, we have every hope it will continue to be a hit in the market.
The Nissan Murano has also seen milestone sales increases, sparked by its breakthrough design, premium interior and purposeful technology.
Nissan’s offerings in the crossover segment symbolize the com- pany’s design-led product approach — and resets the standards for what Canadians are looking for in a mid-size crossover.
Year of the Truck — For Nissan, this has been the year of the truck. Featuring effortless towing and hauling of the larger, more expensive heavy-duty trucks, the Titan XD full-size pickup truck — offered in diesel or gas engine variants — has the affordability of half-ton pickups. It even boasts Canada’s Best Truck Warranty with bumper-to-bumper coverage of fiveyears/160,000-kilometres.
Looking toward the 2017 model year, the Nissan full-size pickup lineup expands with the arrival of the all-new Titan half-ton. Building on the foundation of the original Titan full-size pickup, it includes a new 390-hp, 5.6-litre Endurance V8 gasoline engine, and cutting-edge towing, utility and driving aids.
For drivers looking for full-sized family adventure, the Nissan Armada and Nissan Pathfinder round out the Year of the Truck with pre- mium and affordable SUV options.
As the largest and most powerful vehicle in the portfolio, the all-new second-generation Armada fullsize SUV earns its flagship status by every measure — including performance, refinement, advanced technology and even heritage.
Nissan Pathfinder, one of Nissan’s best known and most popular nameplates in its 30-year history in Canada, is reinvented for the 2017 model year with a new engine offering more horsepower; increased towing capacity by 1,000 pounds; bold redesign; and a suite of advanced convenience and safety technologies. It’s pure Pathfinder, taken to a higher level of performance and style.
Growth and momentum into
2017 — As we look toward 2017, the Nissan brand continues to grow and evolve alongside the needs of our Canadian customer base. Exceptional product is at the heart of everything we do, and we’ve used the strength of our nameplates to build a foundation that continues to attract Canadian consumers.