Nissan's New CEO Ditches Discount Strategy, U.S. Market Share Slips to 6% from 9%

According to Reuters, Nissan's new CEO Ivan Espinosa, who took office in April 2025, is reshaping the automaker's U.S. strategy to move away from discount-driven sales and rental-fleet dependency that have damaged brand value and residual vehicle prices. Espinosa acknowledged the company lost direction by prioritizing sales volume over brand building, resulting in Nissan's U.S. market share declining to just above 6% in Q2 2026 from approximately 9% a decade ago.

To rebuild brand strength, Nissan will launch a Rogue hybrid model by year-end and reintroduce the Xterra SUV, while reducing costs through global manufacturing restructuring and cutting approximately 15% of its worldwide workforce. Espinosa stated the company aims to shift toward "profitable and sustainable sales" while distancing itself from the rental market.