Nissan is phasing out select dealer incentive programs ahead of major retail reset

Nissan is retiring several dealer incentive programs and rolling out a new structure, per a memo from Nissan to dealers obtained by CDG News.

Driving the news: Nissan One is a new retail initiative launching June 3, which aims to simplify operations, improve predictability, and align with dealership priorities.

Catch up quick: Three long-standing programs—Quality Growth (QGP), Retail Development Fund (RDF), and Invest in the Best (IITB)—are either being eliminated or reshaped. Nissan is also pausing its complimentary Maintenance Care on new ICE vehicles produced after May 1 and EVs starting with model year 2026.

Here’s how each program is being handled:

• QGP is tied to incremental sales volume. This program will end after May instead of June.

• RDF is used by dealers to fund local marketing and store development, and is sunsetting in early June.

• IITB is often dependent on volume and CSI metrics. It is continuing in a simplified form beginning in July.

• Maintenance Care is no longer being included on new vehicles. Coverage on existing inventory still applies if it’s printed on the Monroney label.

In its place, Nissan is urging dealers to promote Security+Plus service contracts as the go-to maintenance offering.

According to the memo: “At this point in time, our focus is on turning around the business as quickly as possible and re-directing resources to programs that support near-term vehicle throughput and dealer profitability.”

But Vinay Shahani, Nissan’s SVP of U.S. Marketing and Sales, is leading an overhaul. He says the team is reviewing every program and removing any that don’t directly help sell cars, support dealer margin, or enhance customer satisfaction.

Zooming out: Shahani previews these changes during the New York Auto Forum, outlining a back-to-basics strategy focused on product mix, affordability, and restoring dealer confidence.

Worth noting: Shahani, who rejoined Nissan in 2024 after stints at Toyota and VW, has made it a priority to rebuild trust with dealers and reorient the business around execution. Since returning, Shahani has helped shift decision-making power back to the U.S. market, while working closely with the National Dealer Advisory Board on incentive reforms.

What’s next: Full details on Nissan One are arriving June 3. Nissan says it is working to ensure the new structure is easier to navigate and better aligned with how dealers actually sell cars.

Bottom line: Nissan’s housekeeping has turned into a full on renovation. With fewer programs, and cleaner incentives, the message to dealers is clear: “we hear you.”

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