As Nissan expands its line-up from one model to four, the carmaker is betting on affordable SUVs, exports and ICE volumes before making its EV play

The recent launch of the Nissan Tekton SUV marked a milestone for the brand, as it was Nissan's first global product launch from India. With the Tekton – a C-segment SUV that shares its platform with the new Renault Duster – Nissan enters one of the most competitive segments in the country, although Managing Director Saurabh Vatsa remains confident about its prospects.

“The C-SUV segment today has around 19 models, but only four or five account for nearly 80 percent of the sales. Around 75 percent of this segment's volumes happen below Rs 16 lakh. Our Rs 13.69 lakh variant sits right in the sweet spot of the market, and we believe nothing else offers this level of packaging at that price," Vatsa says.

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He adds that the brand has “democratised the equipment across the range. LED lighting is standard throughout. There are no halogen lamps. We have connected signature lighting front and rear, and overall the equipment package compares very favourably against rivals.”

Despite having operated in the country for over 21 years, Nissan is yet to leverage some of its globally acclaimed tech such as its proprietary “e-Power” hybrid technology. As a brand that was one of the first to mass produce a battery electric like the Leaf, Nissan’s refusal to get a slice of the EV pie makes it an anomaly.

“Remember that Nissan is growing from a one-car portfolio to three products, and eventually four. Right now, it's important that we deliver volumes to our dealer network and connect with a much larger customer base because around 93-94% of the passenger vehicle market is still ICE” says Vatsa, while remaining tight-lipped about the brand’s alleged entry into the mass-market EV space. The brand has also side-stepped the flex fuel route and has no immediate plans to introduce diesel powertrains to its current line-up.

“We've consistently maintained that when we're ready, we'll talk.” says Vatsa when pressed on about the upcoming EV. An EV that, according to the brand’s AMIEO Chairperson Massimiliano Messina, India isn’t quite ready for yet, targeting 2028 as the year to launch said EV. For the moment, it appears, Nissan wants to contend with making India a major export hub, even if domestic sales remain lacklustre.

Exports remain a critical focus

“If you look at the Magnite, it is now exported to over 65 countries.” says Vatsa, when “The Tekton has just been launched, and it will also be exported to around 40 countries. This is Nissan's first-ever global premiere from India. That itself tells you how serious Nissan is about India as an export hub.”

“The reason this is possible is quite fundamental. Today, India's emission standards, BNCAP safety standards, and the expectations of Indian customers in terms of features are extremely demanding. By meeting these regulatory standards and customer expectations, we automatically create products that are suitable for multiple export markets. So whenever we plan a car, we don't just ask how it will succeed in India. We also evaluate which international markets become accessible once the product meets Indian regulations and customer requirements”.

The road ahead

But which segment exactly does Nissan see itself thrive in the domestic market, five years from now, if not immediately? “We're gradually building the portfolio from one vehicle to four, and that's the approach we're taking. Today we have geopolitical uncertainties, energy prices, raw material costs and foreign exchange fluctuations. Nobody knows what comes next,” says Vatsa, suggesting that Nissan’s keeping its sights low for the foreseeable future. “We want our dealers to remain sustainable and profitable.”