A perception has developed by Japanese Automakers that flagship sports cars are needed to encourage brand recognition and thus Nissan has started focusing again on sports car development instead of mainly investing research and development funds in hybrids and EVs. However, in order to reduce development costs, they have been working in conjunction with other foreign manufacturers while producing these luxury vehicles. This begs the question – will it improve brand recognition or water down the brand identity?
Recently Nissan released the Skyline 200 GT-t using turbo engines made by Daimler (Germany) and engines originally made for Mercedez Benz, and it was extremely well received with orders being quadruple Nissan’s original goal.
The catch with producing such high end vehicles is that demand is relatively low compared to the mid-range options, but don’t forget that with luxurious vehicles come luxurious profits, as they are priced for exclusivity, offering great returns. The other challenge is that costs for producing these vehicles have increased notably due to tighter regulations on eco-friendly performance and safety features.
Sports cars strongly reflect a manufacturer’s originality – some at Nissan believe that by incorporating Daimler’s technologies, the cars will appeal more to high end car owners, while others fear there is a threat that Nissan will lose its originality. At the end of the day, if the demand is there, which for the Skyline it clearly is, these automotive partnerships are clearly working.