The automotive industry is navigating turbulent waters, with economic pressures, shifting consumer preferences, and new trade policies reshaping the landscape. Amid these challenges, Nissan goes full throttle on retail sales, launching a bold initiative to revitalize its U.S. market performance. The Nissan One program, set to debut on June 3, redefines dealer incentives by focusing solely on new-car sales volume, a move that signals the automaker’s determination to reclaim ground in a competitive and rapidly evolving market. This article explores Nissan’s strategy, its implications for dealers and consumers, and how it fits into broader industry trends, including tariff exemptions, electric vehicle (EV) sales slumps, and advancements in autonomous driving.
Nissan Goes Full Throttle on Retail Sales with Nissan One
Nissan’s U.S. market share has dwindled to 5.4%, lagging behind the industry’s growth trajectory. To address this, the automaker is rolling out Nissan One, a dealer compensation program that replaces a complex web of 20 performance metrics with a single, clear goal: sell more new cars. Nissan goes full throttle on retail sales by tying variable dealer margins directly to sales volume targets. Dealerships hitting 90% of their monthly goal earn $350 per vehicle sold, $600 for 100%, and $1,200 for 110% or higher. Unlike past programs, these payouts are model-agnostic and non-commissionable, giving dealers flexibility to reinvest in operations, marketing, or profits.
The program’s simplicity is its strength. By eliminating metrics like customer satisfaction scores or short-term bonuses, Nissan goes full throttle on retail sales with a streamlined approach that aligns dealer incentives with the company’s broader objectives. Steve Milette, Nissan’s vice president of dealer network development, emphasised that the initiative “significantly increases the margin opportunity” for retailers, encouraging them to prioritise new-vehicle sales over used cars, which have become more attractive amid rising prices and tightening supply.
Nissan’s targets are tailored to each dealership’s market conditions and historical performance, aiming to ensure fairness and avoid the pitfalls of past volume-driven programs that led to heavy discounting. With predictable goals set six months in advance, Nissan goes full throttle on retail sales to foster consistency and rebuild trust with its 1,000-plus U.S. dealerships. The automaker is redirecting hundreds of millions of dollars from legacy incentives to fund Nissan One, signaling a long-term commitment to this strategy.
Economic Pressures and the Shift to Used Cars
Nissan’s pivot comes at a critical juncture. New-car prices have surged 34% over the past five years, reaching an average of $47,462 in March 2025, compared to $38,162 in March 2020. High financing costs and economic uncertainty have made consumers more price-sensitive, pushing many toward used vehicles. The used-car market, however, faces its own challenges, with supply shrinking as owners hold onto vehicles longer. This dynamic has led many dealers to prioritise used-car sales, often at the expense of new inventory.
Nissan goes full throttle on retail sales to counteract this trend, encouraging dealers to refocus on new cars despite market headwinds. The program’s financial incentives aim to offset the allure of used-car margins, but its success hinges on dealers’ ability to navigate consumer affordability concerns. With Nissan’s U.S. sales trailing competitors, the stakes are high for Nissan One to deliver results.
Tariff Challenges and Supply Chain Complexities
The automotive industry is also grappling with new trade policies under President Donald Trump’s tariff regime, which imposes a 25% levy on imported vehicles and parts from key partners like Mexico. U.S.-sourced components are exempt, offering automakers a potential cost-saving opportunity. However, calculating domestic content is a complex task that requires mapping supply chains down to Tier 3 and Tier 4 suppliers—a level of granularity most automakers have yet to achieve.
Dan Hearsch, an analyst at AlixPartners, noted that miscalculations could lead to costly retroactive tariffs if audits reveal discrepancies. Automakers must balance conservative estimates with the risk of underreporting U.S. content, which could forfeit savings. Nissan goes full throttle on retail sales while simultaneously navigating these tariff challenges, as accurate supply chain data will be critical to maintaining competitive pricing. The company’s ability to optimise its sourcing strategy could bolster the financial viability of Nissan One by keeping vehicle costs in check.
In contrast, BMW offers a more optimistic outlook, expecting tariffs to ease by July 2025 based on discussions with U.S. policymakers. The German automaker, which operates its largest plant in South Carolina, supports 43,000 jobs and contributes $26 billion annually to the U.S. economy. BMW’s confidence underscores the importance of domestic production in mitigating tariff impacts, a factor that could influence Nissan’s long-term manufacturing strategy as it goes full throttle on retail sales.
The EV Sales Slump: A Broader Industry Challenge
While Nissan focuses on boosting overall retail sales, the electric vehicle (EV) market is facing headwinds. U.S. EV sales dropped 5% in April 2025, bucking a 10% growth trend in the broader auto market. Major brands, including Tesla (down 13%), Kia, Hyundai, and Ford, reported declines, while Rivian halved sales of its R1T pickup and R1S SUV. Rivian also cut its 2025 sales forecast by 5,000 units, citing Trump’s trade policies and heightened consumer price sensitivity.
The average Rivian vehicle sells for $88,000, pricing out many buyers in a market where affordability is paramount. Dealers point to waning consumer interest, fewer discounts, and economic uncertainty as key factors. Nissan goes full throttle on retail sales with a focus on its broader lineup, including gas-powered and hybrid models, which may shield it from the EV market’s volatility. However, the automaker’s long-term strategy will likely need to address the growing importance of electrification, especially as competitors like Toyota invest heavily in next-generation technologies.
Toyota and Waymo’s Robotaxi Push: A Glimpse of the Future
While Nissan doubles down on immediate sales goals, other automakers are looking further ahead. Toyota’s partnership with Waymo, a leader in autonomous driving technology, is poised to reshape the robotaxi and self-driving car markets. The collaboration integrates Waymo’s software into Toyota’s vehicles, with plans to expand beyond ride-hailing to personally owned autonomous cars. The global robotaxi market, valued at $400 million in 2023, is projected to reach $46 billion by 2030 and potentially $2.4 trillion by 2040, according to McKinsey & Co.
Toyota’s manufacturing expertise and Waymo’s software prowess create a formidable alliance, positioning both companies to capture a significant share of this emerging market. The partnership also involves Toyota’s Woven subsidiary, which focuses on mobility innovation, signalling a broader commitment to software-driven solutions. Nissan goes full throttle on retail sales in the near term, but the rise of autonomous vehicles could influence its future product strategy, particularly as consumer demand for advanced technologies grows.
Balancing Short-Term Gains with Long-Term Vision
Nissan’s Nissan One program is a calculated response to immediate market challenges, but it also reflects broader industry dynamics. By simplifying dealer incentives, Nissan goes full throttle on retail sales to recapture market share and strengthen its retail network. The program’s success will depend on its ability to align dealer priorities with consumer demand, particularly in a market where affordability and economic uncertainty loom large.
At the same time, Nissan must navigate tariff complexities, monitor the EV market’s trajectory, and keep an eye on transformative technologies like autonomous driving. The automaker’s focus on volume-driven sales could provide a much-needed boost, but sustaining growth will require adaptability in a rapidly changing landscape. For dealers, Nissan One offers a clear path to higher margins, but they must balance these incentives with the realities of a price-sensitive consumer base.
Conclusion: A Pivotal Moment for Nissan
As Nissan goes full throttle on retail sales, the Nissan One program represents a bold bet on simplicity and alignment. By prioritising new-car sales and empowering dealers with flexible payouts, Nissan aims to reverse its sales slump and regain competitive footing. The initiative arrives at a time of significant industry disruption, from tariff uncertainties to EV market challenges and the rise of autonomous vehicles. For Nissan, the road ahead is both an opportunity and a test—a chance to rebuild momentum while navigating the complexities of a transforming automotive landscape. Whether Nissan One can deliver the sustained growth the automaker seeks remains to be seen, but its launch marks a pivotal moment in Nissan’s U.S. comeback story.