Apparently, Nissan is flailing lately in the US market. Too much emphasis on rental/fleet sales and cash on the hood offers means their profit margins are at rock bottom. The scary thing for Nissan is that they don't even appear to be working on anything new/exciting to re-invigorate their lineup. In my opinion, this is not the same Nissan that made the 300ZX Twin Turbo, or even the same Nissan that produced the nuclear-grade R35 GTR (even though they still do). I can't think of a single product they make that I would even consider over the competition, apart from the 370z which doesn't really have a competitor (and even though that's true, they still can't sell any of them). So I thought it would be interesting to play a hypothetical game of "what would you do?". If you had complete authoritarian control over Nissan, how would you right the ship? This is open ended, structure your response however you want. First, I think they need a "there there" product to actually formalize a brand strategy around. The only thing remotely close to that is the R35 GTR, even though it's ancient. I think Nissan needs to imbue every product with some amount of Godzilla as its the only thread of character they have. Think hard-edged and functionalist styling, and a kind of brutal character. So here's some important pieces I think they need, in rough categories: Brand-builders: -Bring back the XTerra (or, preferably, bring the Patrol nameplate to the US market) and make it a un-apologetic and hyped-up Jeep/Bronco competitor. Make it a real bruiser in the same way the R35 is. This segment is both hot as hell and highly visible right now. Even if they didn't sell a bunch, each sale would be rolling advertisement for the brand. It would have to be completely emblematic of Nissan. This would be priority #1 with a suitable amount of design, engineering, AND MARKETING resources thrown at it. Get it on the cover of all the overlanding mags. -Bring back the Hardbody (and call it that) as a characterful compact pickup. There are zero options for this segment currently, and I think a smaller truck could really be popular. Even midsize trucks are getting pricey and too big. As with the Xterra, it should go with a tougher, more masculine style to differentiate itself from the rather soft looking trucks in the midsize segment. Maybe even use the Leaf's tech to give it an electric option. I would definitely be interested in something along these lines. I believe they actually could sell a lot of these. -Actually build the idX, but give it a better name. (Bluebird? Silvia?) . As with the hypothetical XTerra, this wouldn't likely be a huge seller (look at the 86) but it could be the perfect vessel to package drooling praise from enthusiasts and automotive journalists. It would get people talking about Nissan with passion. When's the last time that happened....probably when the R35 was released. The idX was a huge, huge emotional swell for Nissan when they unveiled the concept, and if anything has grown even more contemporary with all of the 80s obsession lately. -R36 GT-R. I trust Nissan would get this right. It should probably be a hybrid. Nobody makes anything like it, and it really gives Nissan a flagship to build its brand around. -Maxima + Z (and kill Infiniti). This is a big one. The Maxima and next-gen Z should get the same platform, and the Maxima should basically replace the Q50 while Infiniti is wound down. The brand is doing nothing and, I would argue, edging towards functional extinction. The Maxima would have to be a hyped up return to form and they should be marketed always together. A pair for enthusiasts. -Gloria: Replace both the Q70 and the QX60 with this. With those 6 establishing a re-invigorated, visible, and actually serious Nissan brand, the rest of the lineup could start to look more appealing. Volume sellers: -Update Rouge leaning on the design of the more niche Xterra/Harbody trucks for street/dirt-cred. This is a big seller for Nissan now, but I think that's probably more to do with its value. -Update Frontier - I'm not sure if it would be wise for Nissan to really chase this segment as its highly competitive now. They should have an offering, but I don't think it needs to be #1. -Actually market the leaf properly. It seems pretty good, but I never see it promoted. The new one even looks ok. Get it out there Nissan! -Update Sentra - but make it good. Maybe have a hot version. (Alternate: Replace with idx? Offer Sedan, Coupe and Wagon bodies like the original 510?) -Update Titan - It's a good truck but it looks terrible. Should be more tough looking, not melted. -Replace the Q70 & QX60 with a single large, Nissan branded premium SUV, call it the Gloria. -Keep: Kicks and whatever other CUVs + vans they have. Do these really need investment? Idk. It doesn't seem to matter if they are good or not. Does anyone care if they are good? Maybe I'm too cynical about this segment. -Kill: Altima + Versa. These two models have really pulled the rug out from Nissan, IMO. They just yell "cheap" and "rental" so loudly that I associate the entire Nissan brand with those attributes. Generally, I feel Nissan should pair down it's offerings and go for a kind of brawny-tech "spirit of Godzilla" character. What do I know. Who else has suggestions?