Nissan North America is under fresh fire after an anonymous dealer sent a letter to fellow retailers this week, accusing the automaker of “corporate greed,” “unattainable objectives,” and an overall disconnect with dealer realities.
The details: The note, shared widely across Nissan franchise circles this week, argues that Nissan’s dealer programs have become unsustainable.
It claims factory-set sales targets and KPI bonuses have grown so aggressive that many stores are struggling to stay profitable, pushing some to chase volume through broker deals or “fleetail” transactions to hit factory objectives.
And alleges that the average store’s Return on Sales (ROS) is less than 0.04%, beneath the 2–4% range most dealers aim for.
On product mix: The author points to gaps in Nissan’s lineup, emphasizing the discontinuation of the Maxima and Versa, questioning the future of the Altima, and highlighting the lack of hybrid offerings in the U.S. portfolio.
“The LEAF, once a pioneering EV, has been left to wither while other manufacturers capitalized on the growing electric and hybrid market,” the dealer wrote, adding that the new LEAF is “a day late and a dollar short, since the federal subsidy is now gone.”
The dealer also claimed that Nissan’s commercial lineup, “once competitive, has vanished,” while “Nissan remains one of the few major automakers without a single hybrid offering in its U.S. portfolio.”
What comes next: The letter calls for several changes, including:
Additional financial support “below the line” to maintain profitability.
More attainable sales objectives.
Reduced reliance on broker or “fleetail” transactions.
And a stronger focus on hybrid and new product development.
Oh, and toward the end, it closes with a call for collective dealer action if Nissan does not make adjustments, including a potential class action lawsuit.
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What Nissan says: A Nissan spokesperson told CDG the company is “aware and reviewing” the letter, but did not provide further comment.
What we’re watching: Nissan has been vocal about efforts to rebuild dealer and consumer confidence through its upcoming product cycle and retail modernization initiatives. However, the tone of this letter suggests that buy-in across parts of the network remains uneven, something the automaker will need to address if it wants to keep dealers aligned heading into its next phase of EV and hybrid rollouts.
This is a developing story. Updates will be made as more details become available.
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