Nissan is leaving no stone unturned in its effort to grow U.S. sales, including distancing itself from its long-standing reputation as a rental-car brand.
The details: CEO Ivan Espinosa told Reuters the strategy marks a sharp departure from the sales approach Nissan followed over the past decade.
Nissan pushed too aggressively for volume, a strategy that contributed to quality and brand image issues.
The automaker also relied on steep discounts to drive market share, which dealers say hurt resale values.
In addition, Nissan aggressively sold vehicles to rental fleets, a practice Espinosa said diluted the brand's image.
What they’re saying: “Before, it was like, okay, we want volume, volume, volume. This is not a good way of operating a car company,” Espinosa said, adding that he'd like to largely "stay away" from the rental market, per Reuters.
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Why it matters: Nissan's shift away from fleet-driven growth reflects a broader focus on improving brand perception, resale values and long-term profitability, a strategy that could deliver healthier margins, stronger residual values and a more sustainable sales mix for dealers.
Between the lines: Espinosa's comments come as Nissan gains momentum in its turnaround, with improvements in both sales performance and vehicle quality.
Nissan has posted 16 consecutive months of year-over-year retail sales growth, with second-quarter 2026 U.S. sales rising 9.6% to 242,741 units.
The automaker ranked second among mass-market brands in the 2026 J.D. Power U.S. Initial Quality Study, while the Rogue earned the top spot among compact SUVs for initial quality.
Bottom line: Nissan's renewed emphasis on retail sales over fleet volume signals a long-term strategy centered on strengthening brand equity rather than chasing market share, which could drive healthier profitability and stronger customer loyalty.
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