On the Dash:
- Nissan projects 10% retail growth in 2026, aiming for 1 million U.S. sales by 2027.
- Dealer confidence rises as management simplifies operations, boosts profitability, and accelerates inventory turnover.
- New U.S.-made trucks, including the revived Xterra and redesigned Pathfinder and Frontier, are driving dealer excitement.
Nissan is aiming for double-digit retail growth in the U.S. in 2026, fueled by a portfolio of U.S.-made light trucks, dealer-focused strategies, and a streamlined approach to operations, executives said at the brand’s NADA Show meeting.
The automaker reported 873,307 U.S. sales last year, and leadership is targeting 10% growth in 2026. Nissan America’s Chairman Christian Meunier said the company aims to reach 1 million U.S. sales by 2027, which would mark its strongest year since 2019. Dealer sentiment has shifted from frustration in 2025 to cautious optimism, as executives simplify processes, update compensation, and introduce products designed to drive retail momentum.
Mike Rezi, chairman of Nissan’s dealer board, said efforts to remove operational roadblocks and streamline processes are paying off. Meanwhile, Tiago Castro, senior VP of U.S. marketing and sales, emphasized improving inventory velocity, targeting a low 50-day supply, and prioritizing returning lease and finance customers. Executives also pledged to increase average dealership returns on sales from 1.3% to at least 3% in 2026.
Dealers previewed the revived Xterra SUV, Pathfinder, Frontier, Infiniti QX60, and an Infiniti variant, all of which are built in the U.S. on a new body-on-frame platform. Notably, there is early excitement surrounding the Rogue Hybrid e-Power, which will initially be imported before U.S. production begins in early 2027. Additionally, the Murano and Altima will undergo changes in trim levels, repackaging, and receive extended marketing support to enhance their competitiveness.
Executives stressed operational excellence and market-focused inventory allocation as key drivers for growth. Dealers expressed optimism about the brand’s trajectory, with the combination of U.S.-built products, improved processes, and focused marketing expected to strengthen both sales and profitability in 2026 and beyond.
