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NEWS
Nissan repositions 370Z
And short-term retail incentive drops manual coupe below $60,000 markNissan has taken a machete to the pricing of its 370Z sports car.
Coupe models are now priced nearly $13,000 lower, and the Roadster variants have had nearly $11,000 knocked off. The new pricing means the entire range is now positioned below $70,000 – with no change to specification.
Furthermore, Nissan is offering manual coupe buyers a retail incentive to purchase between now and the end of the year. Until December 31, the manual 370Z coupe is selling for $59,990, including on-road costs. From the new year the pricing reverts to a higher drive-away price of $62,091.
After the price reductions the other variants are estimated to be priced at $65,404 (auto coupe), $71,709 (manual Roadster) and $74,859 (auto Roadster) – all drive-away prices.
"If you drop the price, you open up possibilities for your market, and you get on more shopping lists," said Chris Jordan, Nissan Australia's Corporate Communications Supervisor, in conversation with motoring.com.au this morning.
"It makes that car more accessible and... that's an iconic car for us, so we rate it. And we think this price reduction makes it very competitive."
But competitive against what? The 370Z has been more affordable than the German prestige sports cars, so there was no threat to the Nissan from that quarter – yet sales have receded this year, according to VFACTS. For the year to date, the 370Z has dropped from 372 units to 290 units sold. Most cars in the segment, up to $80,000, have seen sales eroded this year. Two cars that have bucked that trend – and in a big way – are the Toyota 86 and Subaru BRZ.
Curiously, and despite the 370Z selling at a price tens of thousands of dollars higher up in the segment – and with an engine nearly double the displacement – the impact of the Toyota 86 and Subaru BRZ has been profound in the VFACTS sports car segment, Jordan suggests, and may even be the catalyst for the 370Z's price movement.
"The sports car market is very interesting," Jordan observed, "particularly with what happened about 12 months ago, with 86 and BRZ. It's a segment with many and varied competitors..."
If nothing else, the price reduction will keep eyes focused on the V6-engined Nissan sports car for a little while yet, even if the Subaru-built 86/BRZ twins are dominant in the segment.
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Written byKen Gratton
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