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Nissan Turning Nismo into Mainstream Performance Brand

by on Nov.29, 2012

The Nissan Juke Nismo concept reveals the red mirror caps likely to become a signature of the performance sub-brand.

Nissan plans to transform its Nismo subsidiary into a new, mainstream performance brand-within-a-brand, loosely modeled on the likes of the Mercedes-Benz sub-brand AMG, TheDetroitBureau.com has learned.

Unlike some previous Japanese efforts to create sporty sub-brands, every model to wear the Nismo badge will get a measurable bump in performance, more sporty suspension tuning and distinctive exterior and interior design modifications, according to a senior Nissan executive.

The new operations will launch next year with the introduction of the new Nissan Juke Nismo. Other models will quickly follow. Meanwhile, Nissan will increase Nismo’s presence in various motorsports programs to enhance its visibility.

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“We saw an opportunity,” Nissan global marketing chief Simon Sproule explained during  an exclusive interview.  “No Japanese company has exploited its performance heritage successfully,” he added, including Nissan’s luxury arm, Infiniti.

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