Here’s Why Heavily Discounted Nissan Zs Might Disappear—Perhaps Permanently.
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Nissan is set to adopt some strategies from Porsche with the Z.
[Editor's note: The following quotes have been modified for clarity and ease of understanding.]
On Thursday at the 2025 Los Angeles Auto Show, Nissan SVP Michael Soutter shared with The Drive that for the Z sports car, “in the future, we will likely move towards a build-to-order model rather than build-to-stock.”
Why the shift?
“It’s due to lower volume. With models like Kicks, Frontier, Pathfinder, and Rogue, we can freely produce what we believe will sell in the market. However, with the Z, if we miscalculate the color, interior, or package, it will simply sit unsold, leading us to offer additional VME incentives,” Soutter explained.
“Therefore, adopting a pull strategy will actually help to ensure the right vehicle is available at the right time and place,” he added.
When questioned on why Nissan didn't implement this strategy at the Z’s launch, Soutter remarked, “In hindsight, things are always clearer.”
“Let’s provide dealers with what they want and need. It doesn’t necessarily have to be specific to a customer order,” Soutter stated.
If a dealer believes they can sell a particular color or configuration, all the better, according to him. But why not just reduce the Z’s price to attract customers in the traditional manner?
“For the majority of our lineup, we are dealing with a high cost structure,” Soutter clarified. “Our fixed costs and overhead are quite significant. We’re currently rationalizing capacity, closing plants, and reducing workforce. Once we align fixed costs with our ideal target—our ‘north star’—the cost per unit will decrease.”
Until that alignment is achieved, Soutter mentioned that lowering the price point is not feasible.
“At this moment, it’s simply not possible. Tariffs also play a role in this,” he discussed. “We’re working to counterbalance the impact of tariffs. Currently, we have limited pricing flexibility. Once our unit costs decrease, it may become an option we can consider.”
“I’m not saying we will do it,” he quickly added, “but it would then be an option.”
Models like the GT-R can thrive on very low sales volumes due to their marketing advantages and high margins, but even then, profitability isn’t usually the primary goal. Is the same feasible for the Z? Soutter views it as both feasible and not.
“Volume influences whether a model succeeds or fails, but we must also uphold certain DNA and legacy,” he stated.
“Our CEO is a great enthusiast of the Z and GT-R. He is very passionate,” Soutter continued. “Including this in our lineup adds a prestigious element. It’s impressive and embodies our foundational principles of powerful performance, enjoyment in driving, and adventure. The volume isn’t the primary factor driving this model's success.”
It appears that the Z is secure amid the ongoing changes at Nissan, but the company is making immediate and possibly future adjustments to ensure its continued success. Discounts on a new Z may soon be a thing of the past.
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Here’s Why Heavily Discounted Nissan Zs Might Disappear—Perhaps Permanently.
If you're looking for an affordable Nissan Z, it's best to purchase one before they switch to a build-to-order model.