If you’re a fan of Nissan and its performance division, Nismo, you may want to check back with us next week. On February 26, Nissan will announce “major news” for its Nismo group, tied to the opening of a new factory located near Yokohama, Japan.
The news will come from Nissan head Carlos Ghosn, and the teaser promises a “new direction for Nismo’s core mission.” In the past, Nismo has been primarily focused on designing and building performance parts, as well as the occasional race car and street car. It’s no secret that Nissan wants to grow its market share, and introducing a more complete line of products aimed at enthusiasts is one way to do so.
Nissan already sells the track-focused Nismo 370Z on these shores, and a new version of the car will be revealed at the Geneva Motor Show. The Juke Nismo will soon hit U.S. dealer showrooms, and it’s already proven to be a hit in Europe. Nismo’s new factory location will also include a showroom and retail operation, so it’s a safe bet that its product catalog of parts and complete vehicles is about to get a whole lot larger.
Expect Nissan to expand Nismo’s presence in professional motorsports as well, since nothing sells perfromance-oriented cars like victories on the track. We’ll bring you complete details on Nissan’s big news next week.
Kurt Ernst has been passionate about automobiles and driving nearly his entire life. His early years were shaped working in the family service station, though his real passion was auto racing. After graduating from the University of Colorado, Kurt spent a year club racing with the Sports Car Club of America, before focusing on a business career in marketing and project management. Later, his passion for writing and the automotive hobby found him freelancing for a variety of automotive news sites, including Automotive Addicts and Motor Authority, where his work was syndicated and appeared in several national publications. Recognized as an expert in the automotive field, Kurt joined Hemmings Motor News as an Associate Editor in 2013, and in the years since has progressed to Editor, Hemmings Daily; Managing Editor for Hemmings Motor News, Hemmings Classic Car, Hemmings Muscle Machines, and the Hemmings Daily; and now, Managing Editor, Hemmings Auctions. Kurt was instrumental in organizing the Hemmings Motor News Concours d’Elegance from 2013-2019, and has served as a judge at this event and The Vintage Racing Stable Concours d’Elegance. A Skip Barber Racing School graduate and prolific writer, Ernst is also skilled in copyediting, project management, brand development, and public relations.
