Nissan's new CEO Ivan Espinosa is on a mission to reconnect the brand with its customers and younger generations. During a recent media roundtable, Espinosa stated that Nissan is 'back' because they are focusing on reusing and refreshing their identity, incorporating fresh technology and design while maintaining the roots of the company.
This approach aims to leverage the brand's rich history as a key asset in competing with Chinese automakers. The new CEO has already shown his enthusiasm for retro designs, evident in the current Z sports car and the iconic Hardbody pickup, which are nods to the 240Z and Z32 300ZX design books.
However, the majority of the lineup still feels vanilla, with volume sellers like the Rogue and Pathfinder prioritizing mass-market appeal. The redesigned 2026 Sentra puts a distinct face on Nissan's value-packed sedan, while the new Leaf shares design similarities with the 1990s 300ZX.
Espinosa plans to connect with younger generations through Easter egg elements in designs, showcasing the brand's history and making it relatable to newer owners and enthusiasts. The company is also working on new products, such as a revised Xterra that will cost less than $40,000 and come in yellow, which may include a body-on-frame Pathfinder return.
By embracing its past while looking towards the future, Nissan aims to regain its footing in the market.
Nissan's focus on reusing and refreshing their identity is a smart move to connect with younger generations, but it will be crucial for the company to balance this approach with modernizing the lineup to remain competitive. The incorporation of retro designs can be a double-edged sword, as it may appeal to nostalgic customers while also alienating those who prefer more contemporary styles.
