According to Motor Authority, Nissan has admitted that the new GT-R is an unprofitable model for the automaker. Considering that its self-proclaimed rival Porsche Turbo carries twice the price tag, the admission is not a big surprise. If you factor in the engineering and technology that has gone into powering the all-new GT-R’s physics-defying performance, the surprise is even smaller. It was then reported that Nissan plans to adapt the platform for future models under the Nissan and Infiniti brands where it will borrow another play from the GT-R’s handbook, turning profits from red to black in about 3.3 seconds. This is not an atypical strategy for an automaker, especially one that produces under multiple brands, but it is also not a recipe for guaranteed success. In 2004, Mitsubishi and DaimlerChrysler parted ways on their co-developed “Project Global” platform. Mitsubishi modified it to develop the Lancer Evolution X, Chrysler made another Sebring. Nevertheless, Nissan can be successful turning the offspring of the GT-R into new profitable models, as long as their business strategy can be met with a strong brand strategy.
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.
