Unfortunately, instead of a brain teaser we are looking at mismanaged product/brand development on the part of Nissan.  Rolling over the image reveals the all new 2009 Nissan Maxima caught in the middle, a car that has spent the last decade transforming from “oldest son” to “middle child”.  Nissan needs to treat their fleet less like porridge and more like milk.  Cars are most appealing when they are hot or cold, lukewarm isn’t usually very exciting.  

However, having been recently redesigned by the same company that gifted the world the 2008 GT-R, the Maxima is not a shoddy offering, it has just lost its way.  How?

The short answer is the third generation Nissan Altima.  Redesigned before its big brother, the Altima was equipped with an optional 3.5L engine and adorned with more interior space than the then-current Maxima.  The 2002 Altima was also a turning point in Nissan design, its smoother lines and larger vertical proportions seemed ultra modern in comparison to the compressed Maxima.  Consequently, the growth of the Altima in power, amenities, size, and popularity left little room for Nissan’s flagship to grow above it and little buyers willing to wait.

This has also been more recently coupled with the success of Infiniti’s G series, where 3k extra can transform a Maxima buyer into luxury owner.  Although the current G35 sedan only has 16 extra horsepower, it will most likely be the next beneficiary (along with the 370Z) of the new 3.7L engine in the G37 coupe, bumping its output 30hp and bumping the Maxima further out of the game.

Solution?  Smarter differentiation.  Add the Infiniti M to our lineup and you have something similar to Accord, TSX, TL, RL.  Not necessarily a more desirable lineup, but it feels a little less crowded.  The last time Infiniti underwent a brand audit the objective was to relaunch as legitimate luxury.  Nissan and Infiniti should now undergo a joint brand review focusing on how the two can build, share, and differentiate collectively as separate but interrelated brands.  To start, Nissan design should be on the same floor as Infiniti design, and any remaining cubicle walls should be relocated to the dumpster.  But don’t bug the engineers, they’re doing alright.

My enthusiast side is always looking to buy an exciting new car.  When I first heard of the sale I did some quick research on the off chance I was genuinely being marketed to.

Here is the list of cars the sale does NOT apply to:

2008 Chevy Aveo, Malibu, Cobalt, Corvette and Express Van; 2008 Pontiac G5, G8, Vibe; 2008 GMC Acadia, Savanna; 2008 Buick Enclave; 2008 Saturn Astra, Outlook; 2008 Cadillac XLR, CTS; 2008 Saab 9-3 (except 9-3 convertible), 9-5; All 2008 Hybrid Vehicles.

Of the 52 vehicles GM does include in the sale, 35 are trucks, SUVs, crossovers and vans.  The rest are mostly victims of poor marketing research or brand ambiguity.  Those savvy marketers are not tricking anyone by loading the flash browser with the Pontiac G6 up front and putting all of the non-gas-guzzlers to its right, presumably the direction most of us will scroll first.  We see that Hummer and those Yukons in the background.

When inventory isn’t moving, it is always a good idea to provide extra consumer incentives.  But you can’t fit very many Suburbans on a clearance rack and General Motors isn’t Macy’s.  The most successful automotive brands are transparent and holistic.  By not including the models that consumers might actually want to buy in the sale, GM is taking what little brand equity it has left and tabling it.  As it currently stands, a quick browse through the 52 cars leads to one conclusion: GM does not make anything worth buying.  It might hurt their profit margin to include the Cadillac CTS or one of their hybrid vehicles, but General Motors would more than make up the difference by reminding consumers they are still in the game.  Right now GM is spending advertising dollars to spotlight the worst parts of their fleet.  0% APR on a Malibu might not help sell more trucks, but it could help keep one of GMs brands alive. Sometimes you have to put your best foot forward in order to drag your limping one along behind.

*As I was writing this entry GM removed the Saab Turbo X Sedan and SportCombi.  Bringing the count down to 50 vehicles and excising two of the strongest cars previously on the list.

It will not be the shared steel or aluminum that will sell the next generation Nissan 3x0Z or Infiniti G3x.  It will be the opportunity to own part of a Porsche killer.  If the GT-R can run with a Porsche Turbo, a new Z should be able to keep up with a Cayman, or even a 911?  The branding of the GT-R embodies its engineering prowess and the audacity to compare it to the world’s best.  Substitute a new price range with a new Porsche rival and you have a baby GT-R that makes more German sports car owners consider a trade-in.  What Nissan borrows from the GT-R should be undiluted.  Think Murcielago:Gallardo, not Viper:Charger.  Although it would be hard to borrow anything unhelpful from the GT-R, Nissan should not overlook the aftermarket “Skyline” trunk badges adorning handfuls of last generation G35 coupes.  If anyone at Nissan is using the term trickle down with the new GT-R, they should replace it with waterfall.

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