It was revealed in October 2025 that Nissan Motor Co. is considering selling vehicles produced in the US in Japan. According to a report by the Nikkei Shimbun, sports utility vehicles (SUVs) to be sold in the US are among the candidates, with the new Murano emerging as the leading candidate .
Nissan considers “reimporting” US-made cars – Murano is the leading candidate
2025 Nissan Murano
This move is being made because Nissan is suffering from sluggish operating rates due to sluggish sales in the U.S., and re-importing vehicles to the Japanese market could help it rebuild its business. Nissan CTO (Chief Technology Officer) Eiichi Akaishi, a director of Nissan, made this policy clear, and it is also a strategy that has emerged amid the U.S.-Japan auto tariff negotiations.
What is the new Murano? ──The first full model change in 10 years, a reborn luxury SUV
Refined exterior design
2025 Nissan Murano
The new Murano, announced in October 2024, is the first full model change in about 10 years since 2014. The fourth-generation model features Nissan’s unique “Digital V-Motion Grille,” as well as ultra-thin LED headlights and full-wide LED taillights for a futuristic design.
Equipped with 21-inch wheels as standard and available with a two-tone paint option, it has a high-quality finish befitting a premium SUV. The front nose is adorned with black garnish, giving it an elegant and modern styling.
2025 Nissan Murano
Luxurious interior
2025 Nissan Murano
The interior is decked out in soft-touch materials and features dual 12.3-inch displays. The built-in Google navigation system allows for Google Maps navigation and app integration. This system is paired with a Bose 10-speaker audio system to deliver a premium audio experience.
2025 Nissan Murano
2025 Nissan Murano
Options include 64-color ambient lighting, massage front seats, ventilated seats, heated rear seats, and other luxury features. Modern controls include capacitive touch climate control buttons and a push-button shifter.
2025 Nissan Murano
Significant evolution in the 2026 model: ProPilot 2.1 enables hands-off driving
Advanced technology for hands-free driving
2025 Nissan Murano
The 2026 model, announced in September 2025, has undergone further evolution. The most notable feature is the inclusion of ProPilot Assist 2.1 . This advanced technology enables hands-off driving on compatible roads, with the driver’s hands off the steering wheel and feet off the pedals.
The system automatically controls steering, acceleration, and braking, and also has a lane change assist function. It also includes a function that recommends and assists overtaking slower vehicles, making highway driving much more comfortable.
All-wheel drive and grade structure
2025 Nissan Murano
In response to strong customer demand, the 2026 model will be equipped with an intelligent four-wheel drive system as standard across all grades . This eliminates the previous 2WD (FF) model and makes all vehicles 4WD.
The trim level is available in three grades: SV, SL, and Platinum, with the base grade SV AWD starting at $41,670 (approximately 6.3 million yen). The newly added SL Comfort Package means the luxurious equipment of the Platinum grade is now also available for the SL grade.
Extensive safety equipment
The new Murano comes standard with Nissan Safety Shield 360 and has earned the Insurance Institute for Highway Safety (IIHS) Top Safety Pick+ (TSP+) rating.
Notable new camera technologies include “Invisible Hood View,” which displays a virtual view of the road below the engine bay, and “3D Augmented Intelligent Around View Monitor,” which provides eight virtual viewpoints around the vehicle when parking or maneuvering. These technologies make everyday driving safer and more comfortable, whether you’re parking in a tight garage or aligning your wheels in a car wash lane.
Powertrain details: 2.0L VC-Turbo engine + 9-speed automatic transmission
Advanced engine with variable compression ratio technology
The new Murano is equipped with a 2.0L inline 4-cylinder VC-Turbo (KR20) engine, replacing the previous 3.5L V6 engine. This engine uses Nissan’s proprietary variable compression ratio technology and produces a maximum output of 241hp (180kW/244PS) and a maximum torque of 260lb-ft (352Nm).
The transmission is a 9-speed automatic, which provides smooth shifting and excellent fuel economy. Fuel economy is said to be 23 mpg (approximately 9.8 km/L), which is a good figure for an SUV in this class.
Concerns about the lack of a hybrid setting
However, at present, there are no new generation series hybrid e-POWER, plug-in hybrid (PHEV), or pure EV options. This is not unusual for a lineup aimed at the North American market, but it could be a challenge when considering introducing it to the Japanese market.
In fact, a Nissan official acknowledged that “the majority of middle-aged women who are Murano’s customer base prefer hybrid powertrains,” and it has been pointed out that the choice of powertrain may be affecting sales.
Sales situation in the North American market: Excess inventory and production adjustments
After a strong start, inventory begins to pile up
The new Murano, launched in late 2024, initially got off to a strong start, with sales of 8,702 units in the first quarter of 2025, up 84.1% from the same period last year. However, sales have since slowed, resulting in a backlog of vehicles piling up at dealerships.
According to a report by overseas car media Automotive News, a study based on data from Cox Automotive found that Nissan has more than five months’ worth of vehicles in stock , equivalent to 153 days’ worth, a 15% increase from 133 days’ worth in March 2025.
The reality is that even with a big discount, it doesn’t sell
In response to this overstock situation, Nissan has decided to cut production by 21% and is offering dealers discounts of $1,000 to $2,000 per vehicle, but sales are still sluggish.
Problems behind poor sales
Experts point to the following reasons for the new Murano’s lack of sales:
1. Pricing Issues:
The base price starts at $40,470 (approximately ¥5.9 million), making it smaller but more expensive than the three-row Pathfinder. This “small and expensive” positioning may be perceived as half-baked by consumers.
2. Lack of equipment: The
lack of ProPilot Assist 2.1 was a major issue for the 2025 model. While this feature is available on the cheaper Rogue, it was not available on the brand’s flagship crossover, the Murano, which caused customer dissatisfaction. (This was improved in the 2026 model.)
3. Lack of a hybrid option
As mentioned above, one of the reasons for the poor sales is that the car is only available with a gasoline engine, even though the target customer base tends to prefer hybrids.
2028 minor change plan temporarily suspended
In response to this sales downturn, Automotive News reports that a supplier notification memo has temporarily halted development of a facelift planned for 2028. The program is due for review next month, and the outcome could have significant implications for the future of the new Murano.
Possibilities and expectations for re-importing to the Japanese market
2025 Nissan Murano
What are the benefits of reimporting?
There are several benefits to Nissan considering re-importing from the United States.
Improving the operating rate of US factories:
For US factories whose operating rates are sluggish due to sluggish sales, opening up a new sales channel in the Japanese market will enable efficient operation of the factories while maintaining production volume.
Responding to tariff negotiations
In the context of the automobile tariff negotiations between the United States and Japan, the sale of US-produced vehicles to the Japanese market is a politically significant move.
Strengthening the lineup in the Japanese market
Nissan faces the challenge of a thin premium SUV lineup in the Japanese market, and the introduction of the new Murano will be a great opportunity to fill this gap.
Estimated sales price in Japan
Considering that the selling price in the United States starts at $41,670 (approximately 6.3 million yen), the selling price in Japan is expected to be around 5 million to 7 million yen .
However, the actual price may be slightly higher for reimported cars, as they will incur additional costs such as transportation costs, the cost of modifying the car to Japanese specifications, and customs duties (currently exempt). Considering the price competition with rivals such as the Toyota Harrier and Mazda CX-60, a price range of around 5.5 million to 6.5 million yen is considered reasonable.
Is there a need in the Japanese market?
Expansion of the premium SUV market
In recent years, demand for premium SUVs has been increasing in the Japanese market, with models such as the Harrier, CX-60, and Lexus NX gaining popularity. The new Murano has the product strength to compete with these rival models.
Expectations for the Nissan brand
The Murano (first and second generation), which was previously sold in Japan, gained a certain level of popularity for its cutting-edge design and driving performance. Many people are eagerly awaiting its revival, and on social media there are many voices saying, “I want it to be re-imported” and “I want it to be sold in Japan too.”
However
, there is a high demand for hybrid vehicles in the Japanese market, and a gasoline-only model may struggle to sell. The addition of e-POWER to the Japanese market will be key to its success.
The new Murano’s position in Nissan’s business restructuring strategy
Decisions made in a tough business environment
Nissan Motor Co., Ltd. is currently facing a difficult business situation and is undergoing large-scale structural reforms, including announcing that it will close seven factories worldwide by the fiscal year ending March 2028 and cut 20,000 employees, or 15% of its global workforce.
Sales in its main markets of the United States and China have been declining, and Nissan is urgently seeking to break away from its high-cost structure. Furthermore, the Trump administration’s tariff policies are also a burden, and Nissan continues to face extremely difficult circumstances.
The Significance of Reimport Strategies
In this situation, the re-import of US-produced cars to Japan has strategic significance for the following reasons:
1. Improving factory utilization rates
By improving the utilization rates of our US factories, we can reduce production costs and improve efficiency.
2. Optimizing the global sales network
By flexibly combining production bases and sales markets, it becomes possible to optimize the supply and demand balance.
3. Increased brand value:
Launching a premium SUV in the Japanese market will also contribute to increasing the value of the Nissan brand.
Comparison with competing models: Strengths and weaknesses of the new Murano
Main competitors
If the new Murano is launched in the Japanese market, the following models are likely to be its main competitors.
- Toyota Harrier (2.99 million to 4.99 million yen)
- Mazda CX-60 (3.49 million yen to 5.99 million yen)
- Honda ZR-V (3.49 million to 4.59 million yen)
- Lexus NX (4.55 million yen to 7.38 million yen)
- Mitsubishi Outlander PHEV (4.62 million yen to 5.76 million yen)
Strengths of the new Murano
The hands-off driving experience with ProPilot Assist 2.1, an advanced driver assistance technology
, is at the cutting edge of its competitors, with functionality comparable to Lexus’ Lane Change Assist.
The sophisticated design
, including the digital V-motion grille, 21-inch wheels, and full-width LED taillights, is a major attraction.
It’s packed with the latest technology, including a comprehensive infotainment system powered by Google and Bose audio.
Excellent safety performance:
It has been awarded an IIHS Top Safety Pick+ rating, so its safety performance is guaranteed.
Weaknesses of the new Murano
Lack of hybrid options
The lack of a hybrid option, which is most desired in the Japanese market, is its biggest weakness.
High price:
At the expected price range, the car will compete with the higher grades of the Harrier and CX-60, so there are issues with price competitiveness.
Brand recognition
: Compared to the Lexus and Harrier, the Nissan brand is somewhat less premium.
Issues and solutions for introducing it to Japan
Necessary improvements
To be successful in the Japanese market, the following improvements are considered necessary.
1.
Nissan’s e-POWER series hybrid technology will meet the needs of the Japanese market. This is technically possible, and development should be prioritized.
2. Right-hand drive:
Right-hand drive is essential for the Japanese market. In addition to changing the steering position, the layout of various switches also needs to be adjusted to suit the Japanese market.
3. Compliance with
Japanese regulations Improvements are required to comply with Japanese regulations, such as safety standards and vehicle inspection systems.
4. Review of pricing
Appropriate pricing is important to ensure price competitiveness with rival models. If the price is too high, it will be difficult to secure sales volume.
The importance of sales strategies
In addition to simply re-importing, the following sales strategies are also important.
Clarifying the target audience
It is necessary to clearly define the target audience, such as wealthy people in their 40s and 50s, users who are particular about design, or users who want the latest technology.
Marketing strategy:
Marketing that clearly defines selling points, such as “revival after 10 years,” “cutting-edge driver assistance technology,” and “premium design,” is required.
Comprehensive after-sales service
Even if the vehicle is a reverse import, it is essential to establish a comprehensive after-sales service system as long as it is sold in the Japanese market.
Conclusion: Will the new Murano be introduced in Japan?
Is this possible?
Given the fact that Nissan is considering re-importing US-produced vehicles to Japan, and the new Murano is the leading candidate, it seems entirely possible that this could happen .
However, the following conditions must be met:
- Solving inventory issues in the US
- Improvements to Japanese specifications (especially e-POWER settings)
- Reasonable pricing
- Establishment of sales and service system
Will it be introduced in Japan in 2026?
As for introducing it in Japan in 2026, considering the preparation time, late 2026 to 2027 is considered realistic.
Considering the need to convert to right-hand drive, comply with Japanese regulations, and develop e-POWER (if it is introduced), a preparation period of at least one to one and a half years will be necessary.
Expected effects
If the new Murano is introduced in Japan, the following effects can be expected.
Strengthening Nissan’s product lineup
will improve its competitiveness in the premium SUV market and also lead to an improvement in the brand image.
Improving the operating rate of US factories
With the new sales channel of the Japanese market, we can expect to secure production volume and improve factory efficiency.
Contribution to business reconstruction
Securing new revenue sources may contribute to improving the company’s difficult business situation.
summary
The new Nissan Murano has undergone its first full model change in 10 years, reborn as a premium SUV with sophisticated design and cutting-edge technology. The 2026 model is equipped with ProPilot Assist 2.1, which enables hands-off driving, and has undergone further evolution.
Although Nissan is facing the issue of overstocking in the North American market, re-importing to the Japanese market is an important part of its business restructuring strategy. Many Japanese customers have expressed a desire for the car to be re-imported, and there is certainly potential demand.
The key to success will be the introduction of e-POWER, appropriate pricing, and an effective marketing strategy. If these conditions are met, the new Murano will be able to establish a solid position in Japan’s premium SUV market.
Nissan’s future moves will be closely watched.
