Nissan's Boss Admits Chasing 'Volume, Volume, Volume' Was Wrong

Nissan CEO Ivan Espinosa acknowledged that the company’s previous push for high sales volume contributed to brand damage, particularly its reliance on U.S. rental-car fleets. In a Reuters interview, he said the strategy became too focused on “volume, volume, volume,” hurting Nissan’s image by associating the brand with rental operations. Espinosa, who has led Nissan since April 2025, is implementing the Re:Nissan recovery plan, including eliminating about 20,000 jobs and closing seven factories and two design studios. The plan also reduces annual production capacity from 3.5 million units to 2.5 million and cuts platforms from 13 to seven. Development timelines are expected to fall from 52 to 37 months for next-generation models. Nissan also plans to refresh its lineup with returning Xterra, new Japan-made Skyline in winter, and a Rogue Hybrid E-Power for the 2027 model year, described as a range-extending EV with a small turbocharged three-cylinder generator.