By Timothy Prakash || The Sun
Nissan is stepping up efforts to strengthen its global brand image by placing renewed emphasis on motorsport, expanding its NISMO performance range and tapping into the growing heritage and restoration scene. The initiatives, announced by Nissan Motor Co., Ltd. together with Nissan Motorsports & Customisation Co., Ltd. (NMC), form part of the wider Re:Nissan product strategy, where so-called “heartbeat models” are positioned as emotional flag-bearers that reflect the company’s performance-focused DNA.
Motorsport remains central to this approach, with Nissan continuing to treat racing as both a proving ground and a development platform. Technologies and driving know-how honed in top-level competitions such as Super GT and Formula E will continue to flow directly into road cars under the long-standing philosophy of transferring lessons from the track back to everyday driving. Nissan also plans to maintain its presence in endurance racing series like Super Taikyu while exploring opportunities in new racing categories to broaden its technical and competitive experience.
Alongside this, the NISMO brand is set for significant growth. Nissan intends to double the size of its global NISMO lineup from five models to ten, while also widening their market availability. Annual NISMO vehicle shipments are targeted to rise from around 100,000 units today to 150,000 units by 2028, with overseas markets expected to account for roughly 60 per cent of sales, up from about 40 per cent currently. To add further value and variety, Nissan is open to working with external partners as it expands the scope of the NISMO business.
From the 2026 financial year onwards, Nissan also plans to introduce dedicated prototype race cars. These vehicles are intended to accelerate the development of both hardware and software technologies, benefiting not only future racing programmes but also the broader NISMO road car portfolio.
Beyond performance models, Nissan is also looking backwards to move forwards. The global automotive restoration market, estimated to be worth around ¥500 billion today and projected to grow beyond ¥1.2 trillion by 2032, presents a clear opportunity. NMC plans to build up its restoration, restomod and parts businesses, starting with iconic models such as the Skyline GT-R R32, R33 and R34. Additional vehicles and regional programmes are expected to follow as demand grows.
NMC leadership has emphasised that the goal is to spread the excitement traditionally associated with NISMO across more of Nissan’s range. By combining active motorsport participation, a broader selection of high-performance models and a stronger focus on heritage, Nissan aims to deliver fresh energy and renewed enthusiasm to fans of both the Nissan and NISMO brands around the world.
Source: nissan-bets-on-motorsport-nismo-and-heritage-to-reinforce-brand-identity
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