Nis­san makes lux­ury play with $62,000 Ar­mada

Au­tomaker ups the ante on its flag­ship SUV with the Plat­inum Re­serve

USA TODAY US Edition - - MONEY - Nathan Bomey

Nis­san is mak­ing a play for the up­scale mar­ket with a ver­sion of its full-size SUV that pushes into lux­ury ter­ri­tory.

The Ja­panese au­tomaker on Thurs­day in­tro­duced the 2018 Nis­san Ar­mada Plat­inum Re­serve, which starts at $61,690 for the 2-wheel-drive ver­sion and $64,590 for a 4-wheel-drive unit.

Pegged for pro­mo­tion at the an­nual State Fair of Texas, which of­ten fea­tures ma­jor truck and sport-util­ity ve­hi­cle an­nounce­ments, the Ar­mada Plat­inum Re­serve boasts many of the com­forts typ­i­cally as­so­ci­ated with lux­ury brands.

But with SUVs as the reign­ing sales roy­alty of the auto in­dus­try, it makes sense as buy­ers have con­tin­u­ally de­manded more up­scale ver­sions of mod­els. Ford, Ram and oth­ers, for in­stance, have cre­ated higher trim lev­els of their pick­ups which also push well above the $50,000 mark — and have found buy­ers.

The Nis­san Ar­mada Plat­inum Re­serve has some new tech­nol­ogy, in­clud­ing a backup cam­era view that shows up as an im­age in the rear-view mir­ror, the first for any Nis­san model. The ve­hi­cle also gets dark chrome ex­te­rior trim, 20-inch wheels, two-tone leather seat­ing and black quartz and wood tone in­te­rior trim.

The Plat­inum vari­ant al­ready makes up more than half of Ar­mada sales. “It makes sense to of­fer cus­tomers some­thing even more lux­u­ri­ous on our flag­ship model,” said Billy Hayes, a Nis­san North Amer­ica di­vi­sion vice pres­i­dent.


The Ar­mada Plat­inum Re­serve boasts com­forts typ­i­cally as­so­ci­ated with lux­ury brands.

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