Nissan Aims To Stop Looking Like A Rental-Car Brand

Nissan’s U.S. turnaround efforts are focused on shedding the “rental-car” perception that has weighed on the brand’s resale values and exclusivity. Nissan CEO Ivan Espinosa is steering a shift away from the company’s prior “volume, volume, volume” strategy driven by heavy discounts and fleet sales, which helped push Nissan into becoming a “default choice.” The new priority is profitable retail growth, supported by stronger product positioning and improved brand image. Initiatives highlighted include a Rogue hybrid and the return of rugged SUVs such as the Xterra. Even with a 9.6% sales increase in Q2 2026, led by SUVs, weak EV and sedan demand shows the challenge remains in restoring Nissan’s U.S. market strength.