Nissan sharpens Maxima

Nissan has moved quickly to re-position its six-cylinder luxury model as a serious rival for the spate of new four-cylinder medium cars in the $30-40,000 price range hitting the market. The move follows a long-term retail campaign that the maker says doubled its Maxima sales.

From this month, the Maxima's official recommended retail price starts at $34,990. This compares to a figure of $39,990 when the J31 Maxima ST-L was launched in December 2003.

Prior to Nissan's June sales campaign which reduced the Maxima ST-L price to $34,990, the Maxima's average sales for 2007 were 72 per month. The average sales for Maxima from June until the campaign ended in September lifted to 153 per month.

The $34,990 Maxima ST-L continues with its smooth 170kW 24 valve 3.5-litre V6, VDC (Nissan's version of ESP), cruise control, electric leather seats, CD player, climate control and side airbags.

Meantime, the top-of-the-range Ti's new retail price of $39,990 is the same as the ST-L's previous retail figure and enables the whole Maxima range to be positioned under $40,000. Both versions feature Nissan's latest CVT transmission.

The top of the range Maxima Ti features additional front and rear curtain airbags, six-stacker CD, keyless entry and sunroof.

Nissan spokesman Ross Booth explained the latest moves in terms of broadening the Maxima's appeal: "Our retail sales are already pretty good with a strong older buyer base. However, we wanted to make the Maxima more attractive to younger buyers."

The Maxima has been roundly criticised for its poor suspension.

When asked if the latest move to target younger buyers would lead to a sportier version of the Maxima, Booth replied: "We can't turn the Maxima into something it is not. It's a classy, quality car that should have greater appeal to a younger generation now that it is better aligned with the market in value."

The current series Maxima which was seen as quite advanced in its styling and cabin treatment on its arrival at the end of 2003, is due for replacement at the end of 2008 or early 2009.