Nissan defends Ariya’s late arrival, rules out discounting to boost sales
Japanese brand won’t follow rivals in slashing prices, vowing to protect customers’ residual valuesThe News
Nissan has defended the long-awaited arrival of its Ariya electric SUV, insisting 2025 is the “right time” for its Australian debut; three years after the commencement of sales in many other markets.
The Key Details
- Ariya “could have waited another year”
- Nissan Aus had promised there’ll be “no rollercoaster decision-making”
- Brand wants to protect resale values and maintain consumer trust
- Ariya launched with “very competitive” pricing and strong after-sales support
The Finer Details
Initially slated to land in 2023, Nissan Australia has tried to justify the delayed launch timing of its Ariya electric SUV, arguing that 2025 offers a much stronger foundation for the model to succeed.
According to Nissan Oceania managing director Andrew Humberstone, Australia’s EV market is more mature, policy is clearer, and infrastructure has improved.
“Now is the time,” he said, while stressing lessons learned from early EV launches like the Leaf, where aggressive entry strategies often resulted in deep discounting and poor resale.
“Being a fast follower is a better strategy,” he said, adding that stability is the priority, not quick volume.
As for pricing, Humberstone took a swipe at rivals who’ve slashed EV prices by as much as 20 per cent overnight.
“We want to be credible and protect residual values. Rollercoaster decision-making is just too dangerous,” he said
“We’re here to stay in market, not play the same games as others.”
Electric vehicle options continue to grow in Australia. According to data from the Federal Chamber of Automotive Industries (FCAI) and the Electric Vehicle Council, over 46,000 EVs have been sold so far in 2025.
Tesla has slowed this year compared to 2024, but remains the market leader, as new models from BYD and MG heat up competition.
Nissan believes this growth justifies the Ariya’s 2025 timing; three years on from initial overseas launch, consumers are better educated (about EVs) and the market is primed, without needing to resort to deep discounts.
The Road Ahead
The Ariya hit showrooms this month, priced sharply to compete with the Tesla Model Y, Hyundai Ioniq 5, Kia EV5 and Toyota bZ4X.
While some may have hoped for an earlier arrival, Nissan insists its patient, credibility-focused approach will pay off – by delivering confidence in residual values, not bargain-basement pricing.
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