The strategy spans motorsports, NISMO lineup expansion and heritage
Nissan Motor Co. and Nissan Motorsports & Customization Co. (NMC) have announced new initiatives aimed at strengthening Nissan’s overall brand power through the expansion of motorsports activities and the NISMO car lineup.
As part of the Re:Nissan product strategy, ‘heartbeat models’ play a key role in defining Nissan’s brand DNA by sparking emotion and driving passion, with NISMO positioned at the centre of this ambition.
NMC will support this strategy by further showcasing the pursuit of performance through motorsports and delivering excitement through NISMO products, supported by new business initiatives spanning racing, customization, and heritage programs.
Under the motto ‘road to track, track to road’, Nissan continues to leverage the technology and driving spirit cultivated through top-tier racing series such as Super GT and Formula E. Insights and innovations developed on the track are transferred into the NISMO car lineup, reinforcing the brand’s performance credibility and emotional appeal.
NISMO car lineup
Building on the success of its current portfolio, Nissan aims to double the number of NISMO models available globally from five to ten. Market availability of NISMO vehicles will also be expanded, with annual shipment volumes targeted to increase from approximately 100,000 units to 150,000 units by 2028. Overseas sales are expected to grow from approximately 40% to 60% during this period.
Showcasing NISMO at the Tokyo Auto Salon 2026
As part of this evolution, Nissan and NMC will present the latest expression of NISMO’s performance and innovation at Tokyo Auto Salon 2026, taking place from January 9 to January 11 at Makuhari Messe.
Heritage and restoration programs
Alongside its future-facing initiatives, NMC will continue to grow its heritage and restoration businesses. The global auto restoration market, currently valued at approximately 500 billion yen and projected to exceed 1.2 trillion yen by 2032, represents a key growth opportunity.
“NISMO continues to elevate the excitement and innovation of Nissan vehicles. Moving forward, we aim to infuse our passion and driven excitement into Nissan’s other product lines,” commented Yutaka Sanada, President and CEO, NMC.
