The Nissan Z’s Struggle: Why Is Nissan’s Sports Car Failing in the Market?

When Nissan unveiled the redesigned Z in 2021, enthusiasts were hopeful. The sleek two-door sports car, with its retro-inspired styling and twin-turbocharged V6 engine, promised to continue the legacy of one of Japan’s most iconic performance nameplates. However, nearly three years since its production began, the sales figures tell a troubling story that raises questions about the future of Nissan’s halo car.

Dismal Sales Numbers Reveal a Harsh Reality

Nissan has reported just 5,198 Z sales from June 2022 through the end of 2024—a period spanning 35 months. This translates to an average of fewer than 150 units sold per month across the entire United States, a shockingly low figure for what should be a cornerstone performance vehicle.

The comparison to competitors is stark and revealing:

• Toyota Supra: Approximately 10,300 units (nearly 2x more than the Z)
• Subaru BRZ/Toyota GR86 combined: 46,390 units (nearly 9x more)
• Chevrolet Corvette: 93,514 units (18x more)
• Ford Mustang: Over 180,000 units (more than 34x the Z’s sales)

With just 1.55% market share among these key sports car competitors, the Z is barely making a ripple in a segment where it was once a significant player.

What Went Wrong?

1. Pricing Strategy Backfired

The new Z starts at around $41,000 and climbs to over $55,000 for well-equipped models—positioning it significantly higher than its predecessor, the 370Z. This price point puts it in direct competition with more established or prestigious options like the Ford Mustang GT and Toyota Supra, without offering compelling advantages.

2. Limited Marketing Push

Industry analysts point to Nissan’s surprisingly minimal marketing effort for the Z. While competitors like Toyota’s Supra and Ford’s Mustang enjoyed extensive promotional campaigns, the Z’s launch was comparatively quiet, leading to low consumer awareness.

3. Dealership Experience and Availability Issues

Reports from potential buyers indicate difficulty finding Z models to test drive, with many dealerships carrying limited inventory or applying significant markups during the initial launch period, driving away interested customers.

4. Mixed Critical Reception

While praised for its powertrain and value proposition, the Z has received criticism for its dated interior components, technology that lags behind competitors, and driving dynamics that some reviewers found less refined than rivals.

The Broader Context: Nissan’s Strategy Shift

The Z’s struggles come at a pivotal time for Nissan. The company has been undergoing significant restructuring under its “Nissan Next” transformation plan, focusing more resources on crossovers, SUVs, and electrification rather than sports cars.

“The reality is that sports cars are becoming increasingly difficult to justify from a business perspective,” notes industry analyst Michelle Krebs. “With Nissan’s focus on rebuilding profitability, the Z may be suffering from limited internal support.”

A Concerning Historical Pattern

This isn’t the first time Nissan has struggled with a sports car launch. The GT-R, once the company’s performance flagship, has seen steadily declining sales with minimal updates over its 15-year production run. The previous 370Z also lingered on the market with few changes for over a decade before the current model debuted.

What Does This Mean for the Z’s Future?

With monthly sales averaging just 149 units, questions inevitably arise about the Z’s long-term viability. Sports cars typically see their strongest sales in the first year or two after release, making the Z’s weak initial performance particularly concerning.

Industry insiders speculate several possible scenarios:

1. A significant price adjustment to improve competitiveness
2. A special edition or higher-performance variant to renew interest
3. Limited production continuation as a low-volume halo car
4. Early discontinuation if sales don’t improve substantially

The Enthusiast Perspective

For sports car enthusiasts, the Z’s struggles represent a concerning trend in the industry. As automakers increasingly focus on electrification and SUVs, traditional sports cars with internal combustion engines face an uncertain future.

“Every poor-selling sports car makes it harder for manufacturers to justify developing new ones,” explains automotive journalist Sam Carter. “The Z’s performance in the market doesn’t just impact Nissan—it affects the entire segment.”

Conclusion

The Nissan Z’s sales performance presents a sobering case study in how brand heritage alone cannot sustain a sports car in today’s competitive market. Without strategic pricing, strong marketing support, and compelling advantages over rivals, even iconic nameplates can struggle to find buyers.

As the automotive landscape continues to evolve toward electrification, the Z’s difficulties may foreshadow challenges ahead for traditional sports cars. For Nissan, the question becomes whether to double down on the Z with updates and marketing support, or to accept its fate as a low-volume specialty vehicle in a rapidly changing market.

For enthusiasts and industry observers alike, the next 12 months will be critical in determining whether the legendary Z badge has a future at Nissan or becomes another casualty of shifting automotive priorities.