Nissan's Bold New Strategy: Sell More Cars

Nissan has introduced a new dealer incentive program aimed at getting vehicles out the door.

Photo by: Nissan

By: Jeff Perez

May 7, 2025 at 11:30am ET

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Nissan's recent struggles are no secret. But over the last few months, the Japanese automaker has attempted to right the ship with a flurry of incentives and programs aimed at moving new product. This latest offering is no exception.

According to Automotive News, Nissan will ditch the 20 performance-based metrics that the company currently uses to measure dealer success and focus exclusively on new-car sales. That means dealers have more incentive than ever to sell you a new Nissan, even at a potential loss.

2025 Nissan Z

Photo by: Nissan

"What matters most is achieving better sales—more Nissans in consumer driveways," US marketing and sales boss Vinay Shahani told Automotive News.

The new program, dubbed Nissan One, will give dealers $350 for each new vehicle sold if they achieve 90 percent of their target sales. Dealerships that reach 100 percent of their target sales will get $600 per car, while overachievers (reaching 110 percent) will get $1,200 for each car.

Every new Nissan will afford dealers the same amount—so an Ariya won’t deliver more cash than a Kicks. And retailers will be allowed to spend that money however they wish. The downside is that Nissan will divert spending from programs focused on things like customer satisfaction to focus almost exclusively on Nissan One.

Photo by: Nissan

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"We’re significantly increasing the margin opportunity," Nissan’s vice president of dealer network, Steve Milette, told Automotive News. "It will help [retailers] align 100 percent with where the OEM is going, because that’s where the maximum opportunity will be."

Nissan hopes it can achieve a 5.5-percent retail share in the US by the end of the calendar year with this new bonus program. Nissan One officially kicks off on June 3, 2025, which means next month might be a great time to get into that Z you’ve always been dreaming of.