Nissan to build more NISMO performance models, expand to other markets
Nissan turns to motorsports side to build brand momentum
Performance has always been in the DNA of NISMO, and Nissan is banking on that to reconnect the brand with its enthusiasts and grow its customer base.
The Japanese manufacturer has announced new initiatives for its global product strategy, which is aimed at strengthening the brand through expanded motorsports activities and a wider NISMO lineup.
On the product front, Nissan plans to double its global NISMO product offering from five to ten models and expand their availability across more markets. That means we’ll see more than just the Note, Ariya, X-Trail, Patrol, and the Z get the NISMO treatment, which offers increased performance along with the go-fast dress-up parts.
From around 100,000 units, the company targets an increase in annual NISMO shipments to 150,000 units by 2028, with overseas sales expected to rise from 40% to 60%. Nissan has also left the door open for collaborations with external partners to expand the NISMO lineup, which means Nissan-badged vehicles made by other brands and jointly developed models could also be part of the expanded NISMO product line.
Likewise, Nissan is leaning towards its motorsports activities, such as Super GT, Super Taikyu, and Formula E, to develop technology that will be fed directly into future NISMO production models. Starting in fiscal year 2026, Nissan will introduce racing prototypes to speed up the development of both hardware and software technologies. These advancements are expected to support not only motorsport activities but also the broader expansion of the NISMO road car range to help modernize performance offerings.
Lastly, NMC is also betting on heritage as a growth driver. With the global restoration market set to more than double by 2032, Nissan will expand its restoration, restomod, and parts businesses, beginning with the Skyline GT-R R32, R33, and R34, with more vehicles and regional offerings to follow.
"NISMO continues to elevate the excitement and innovation of Nissan vehicles. Moving forward, we aim to infuse our passion and driven excitement into Nissan’s other product lines," said Yutaka Sanada, president and CEO of Nissan Motorsports & Customization Co., Ltd. (NMC).
The announcement comes at a critical time for Nissan, as the automaker works to recover from recent global sales pressure, an aging product portfolio in key markets, and tight competition from both legacy rivals and newly established brands.
