Intent on increasing purchase consideration by online shoppers for various models in its lineup, Nissan has enacted a series of focused reductions to the Manufacturer’s Suggested Retail Prices (MSRP) on seven of its 2013 vehicles. That group – which comprises select versions of the Sentra, Altima, Juke, Murano, Rogue, Maxima and Armada — currently accounts for over 65 percent of Nissan’s total sales volume here in the U.S.
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The move was precipitated by a study that showed these vehicles were frequently being omitted from comparative Internet searches because of MSRPs that exceeded upper price range limits stipulated by this increasingly important buyer segment. According to Nissan, the price reductions – ranging from $580 on a high-line 2013 Altima to a $4,400 across-the-board drop on the 2013 Armanda – will not only help ensure these vehicles appear more often in competitive-set mixes, but also more accurately reflect their actual current transaction prices.
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Intended to bring greater transparency to the overall purchase process, Nissan’s price repositioning will be directly reflected on the window stickers of new vehicles, while adjustment to examples already in dealer inventory will be done by applying an equipment allowance of similar or greater value. Nissan also anticipates revising its incentive strategies to ensure that the transaction prices of these vehicles remain close to their existing levels.
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