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Nissan is facing a global crisis and is betting on the new Kicks and the Kait SUV to try to recover sales and compete with rivals such as GM, Honda and Toyota.
Nissan is going through a delicate moment on the global stage. The Japanese automaker is accumulating billions in losses, facing a decline in competitiveness, and trying to recover with strategies similar to those of GM in 2008.
In fiscal year 2024 alone, the company recorded a deficit of US $ 4,5 billion, the result of management failures, outdated products and difficulties in competing in the segment electrified cars.
In Brazil, the situation is no different: the new Nissan Kicks arrived expensive, with sales below expectations, and now the brand is betting on a restyled SUV, the hook, to try to win back the public.
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Global crisis and failed partnerships
The imbalance of Nissan is not recent. The brand has faced years of losses and instability since the weakening of the alliance with Renault, which borders on litigation.
Attempts at new partnerships, such as closer ties with Honda, failed.
The result is a deep cut in operations: 20 jobs are expected to be eliminated by 2027, in addition to the closure of factories in several countries.
In the United States, one of the automaker's largest markets, the number of recalls grew alarmingly, affecting the brand's reputation.
Quality problems and service failures have become recurrent, reducing consumer confidence.
Nissan in Brazil: limited operation and dependent on the Kicks
In Brazil, the branch reflects the impacts of the global crisis. The range of carros is aging and restricted, and production costs continue to rise.
A Nissan depends almost entirely on the Kicks, manufactured in Resende (RJ), to maintain sales.
In 2024, they were licensed 29.530 units, according to Fenabrave — an insufficient number for a plant with a capacity of up to 200 thousand vehicles per year.
The launch of the new Kicks was seen as the brand's big bet. However, the initial price of R $ 165 thousand, which can reach R $ 200 thousand, drove away some consumers.
The model still maintains the 125 hp 1.0 turbo engine, produced by Horse (a joint venture between Renault and Geely), which made production more expensive.
Inevitable comparison with GM from 2008
The crisis of Nissan remember the drama of General Motors in 2008, when the American automaker needed to be rescued by the United States government.
At the time, Brazilian GM survived with a limited line, made up of low-cost models such as Agile, Cobalt, Montana and Classic.
The difference is that the market has changed. Today, manufacturing a car is much more expensive, with safety and technology requirements that increase production costs by up to 40% of the final price.
“There are big brands that achieve volume with smaller margins, but that is not our reality,” he said. Marco Silva, former president of Nissan Brazil, in 2020.
While competitors like Honda, Toyota and GM are betting on hybrid and turbo engines, Nissan continues with naturally aspirated engines and delays in its electrification.
Expensive Kicks and Discount Strategy to Catch Your Breath
Nissan believed that the good reputation of the original Kicks would sustain the new model, but the public reacted badly to the prices.
After the launch, the brand started a discount campaign of up to R$25 and special financing conditions to stimulate sales.
Even so, the results are still worrying. Until September, the Kicks (adding the old and new versions) registered 40.588 registrations, according to data from Fenabrave.
The version Kicks Play, more accessible, responded by 66% of Sales, showing that Brazilian consumers still prefer the older model.
Kait: The “Japanese Agile” That Could Be the Salvation
To try to get out of the red, the Nissan prepares the launch of hook, an SUV derived from the Kicks Play.
The model will be a profound update of the current one, following a tactic similar to that used by GM to Agile — a reinterpretation of the Corsa to reduce costs and maintain sales.
O hook It will retain the 113-hp 1.6-liter naturally aspirated engine and is in an advanced testing phase on highways in the Southeast. Although it doesn't bring any major innovations, the new SUV aims to fill the gap between the Kicks and its rivals' hybrid models.
Meanwhile, rivals like Honda are preparing to launch the new WR-V, Ea Toyota works in Yaris cross, both with the option of electrified engines — technology that still seems distant for the struggling Nissan of Resende (RJ).
Uncertain future, but with an attempt to react
Even in the face of the crisis, the Nissan is trying to reposition itself globally. The company seeks to optimize costs, reinforce its image of reliability, and expand its presence in the SUV segment.
However, to regain the Brazilian market, it will take more than a new Kicks: it will be necessary to regain consumer confidence and align prices and technology with what the public expects from their carros.
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