Was the Nissan Z a Flop, or is it really just Underrated?

When Nissan first revived the Z nameplate in 2023, there were high expectations. The Datsun 240Z was an agile sports car that became one of the first Japanese Domestic Market introductions to the American market. since the Datsun, the 370 and 350Zs carried the Z nameplate, becoming popular affordable sports cars. The assumption was the Nissan Z would be a huge hit considerings the revamped styling, teardrop headlights, and powertrain. Despite its potential,  the Nissan Z only sold 3,164 units in 2024 and 1,771 the previous year. With the underwhelming sales figures, it calls to question whether the Nissan Z was poorly produced as it was marketed as one of the best sports cars to seize the scene. 

How The Nissan was recieved by the American market

To understand the situation, we first have to consider the current state of the market. In the 1990s and early 2000s, the local population could not get enough of JDMs or exotic European models. They were also infatuated with the two-door sports car options like the Honda S2000 and the Mazda RX7. The present consumer base, though, is vastly more practical, hence the shift toward SUVs, and crossovers. So, sports cars are now more of a niche choice. 

In America, the Nissan Z is also in direct competition with the Chevrolet Camaro and Ford Mustang, which have a secure market share because of their history. It even has competition from the JDM side, with the Nissan GTR and GR Supra garnering much support. While these models have substantial followings, they have also experienced declining demand because of the changing automotive landscape. So, given this backdrop, the lackluster sales of the Nissan Z may not reflect its build quality or capabilities but what the industry is experiencing. 

Now before we get into why the Nissan Z sales have not performed, lets have a look at the car. A 3.0-liter twin-turbo V-6 engine that churns 400 horsepower is linked to a six-speed manual transmission. Combining these two with decent build quality in any model should yield tons of fun. Even the exterior is retro-inspired after the classic Datsun models. To top it off, the Nissan Z was released at an affordable price compared to its European counterparts. 

Dealer Markups and Pricing Problems 

When Nissan Z was introduced to the market, most dealerships applied a significant markup because of limited availability. This may have pushed the price further than the manufacturer's intended numbers. Initially introduced to the market, the Z had a starting price of $42,970. If you wanted the Nismo, it was over $66,000. This may have discouraged potential buyers, especially since you could get a Ford Mustang for $10,000 less. The incoming tariffs from the current administration also do not make it any easier to go with preferences.

As mentioned previously, the wider market is shifting to SUVs and electric vehicles, after a reduced appeal that would normally be apportioned to sports cars. Currently, the majority of buyers may prioritize practicality and fuel economy above driving excitement, making it harder for performance-oriented models to achieve mainstream success. 

Aside from preference, the automotive industry is recovering from the supply chain disruptions brought on by Covid-19. The semiconductor shortage affected several manufacturers, including Nissan. This resulted in limited inventory, which could have also affected the price point. 

Is the Nissan Z a Flop

This cannot be answered by yes or no because of various contributing factors. While the sales figures are nothing to write about, the broader context should be considered. Most automotive journalists have reviewed the car well, indicating it is a perfect tribute to the older Z nameplates.

Nissan may also not have intended the Z to be a market model but a project for enthusiasts. This resembles Mazda's sentiments on the Miata or Toyota GR86. These models rarely achieve the typical sales numbers of other sedans or crossovers but maintain a dedicated following. 

The Future

The current market requires an aggressive marketing stance, especially with competitors and the economic landscape. Nissan may fare better with the Z if they invested in social media engagement and promotions to create a larger buzz. Introducing special editions and performance variants has previously yielded great results, especially with the Chevrolet C8. 

Since the Nissan Z is significantly less expensive, this will probably generate attention. Exploring a hybrid or electric option is not my first thought, though, since it was meant to hark back to the Datsun era, but if Nismo placed their capitalist hats on, there’s no telling where that line of thought could lead.

Nicholas Muhoro is an automotive journalist covering car news and has a decade of experience sharing working at HotCars and TopSpeed. You can follow Nicholas on X and on LinkedIn to stay in touch and follow his news coverage at Torque News.

Images by Lenoardo AI.