Nissan Motor Co., Ltd. has finally launched its new electric vehicle (EV), the Ariya. With its stylish design and advanced technology, it attracted a lot of attention when it was first released. However, contrary to expectations, as of 2025, sales have been sluggish, and there are whispers in the market that the Nissan Ariya is not selling well.
Why has the Ariya not been as successful as expected? In this article, we will analyze the reasons for the Nissan Ariya’s poor sales from various angles and get to the bottom of the truth.
Summary of reasons for poor sales of Nissan Ariya
price
- High price range (6,590,100 yen to 8,603,100 yen)
- It’s more expensive than its competitors (such as the Tesla Model Y).
deadline
- Delivery delays due to semiconductor shortages and supply chain disruptions
- In some cases it can take several months to a year or more
Charging infrastructure
- Lack of charging infrastructure, especially in rural areas
- Concerns about purchasing an EV
competition
- Rapid expansion of the EV market and the rise of competing vehicles
- Tesla, Hyundai, Volkswagen, BYD, etc.
Brand image
- Nissan’s EV image
- It’s possible that Aria’s charm hasn’t been fully conveyed.
Sales Strategy
- The need for clarifying target audiences and marketing strategies tailored to their needs
others
- On September 28, 2023, a recall of the inverter control program occurred.
- Sluggish sales in the Chinese market
Improvement measures
- Price review
- Shorter delivery times
- Development of charging infrastructure
- Strengthening sales strategies
- Building a brand image
Future outlook
- Nissan positions the Ariya as a flagship model in the EV market
- Further evolution is expected
Ariya’s actual sales figures
Sales of the Ariya began in mid-2022. Initially, its innovative concept and high level of completion led to a flood of pre-orders. However, due to the global semiconductor shortage and delays in parts supply, production was significantly delayed. This prolonged the waiting period for delivery and affected sales numbers.
In 2023, sales showed signs of gradually recovering as production systems were strengthened and parts supplies stabilized. However, sales still remain well below initial expectations, and sales in 2024 are also expected to decline slightly.
Sales volume in 2024
Sales in the first half of 2024 are expected to be lower than in 2023.
| year and month | Sales volume |
|---|---|
| January 2024 | 67 units |
| February 2024 | 43 units |
| March 2024 | 243 units |
| April 2024 | 248 units |
| May 2024 | 147 units |
| June 2024 | 354 units |
| July 2024 | -stand |
| August 2024 | 245 units |
| September 2024 | 307 units |
| October 2024 | 197 units |
| November 2024 | 256 units |
| December 2024 | 140 units |
| total | 2,247 units |
Nissan Ariya registration numbers Source: Japan Automobile Dealers Association
High price range is a hurdle
Nissan Ariya
The Ariya’s sales price range is from 6,590,100 yen to 8,603,100 yen. Even with subsidies, it is still more expensive than a gasoline-powered vehicle. The high price is thought to be a major barrier for users considering purchasing an EV.
In particular, the Tesla Model Y, which is considered a competitor to the Ariya, is priced at 5,950,000 yen for the RWD and 6,839,000 yen for the Long Range AWD. It has a price advantage. While the Model Y is in a lower price range than the Ariya, it is comparable in terms of range and performance. In the EV market, where price competition is becoming increasingly fierce, the Ariya’s high price range may be affecting sales.
Nissan Ariya 2024 model price and grade
| grade | Battery size |
WLTC mode cruising range |
Drive system |
Price (10%) |
|---|---|---|---|---|
| B6 | 66kWh | 470km | 2WD | 6,590,100 yen |
| B9 | 91kWh | 640km | 7,382,100 yen | |
| B6 e-4ORCE | 66kWh | 460km | 4WD | 7,195,100 yen |
| B9 e-4ORCE | 91kWh | 610km | 7,987,100 yen | |
| B9 e-4ORCE Premier | 91kWh | 560km | 8,603,100 yen |
Nissan Ariya 2024 model price
Tesla Model Y 2025 model price grade
| grade | Battery size |
Range | Drive system |
Price (10%) |
|---|---|---|---|---|
| RWD | -kWh | 547km | 2WD (rear-wheel drive) |
5,950,000 yen |
| Long Range | -kWh | 635km | 4WD | 6,839,000 yen |
Tesla Model Y 2025 model initial price
I went to Nissan today and saw the Ariya NISMO, it was so cool!!
But I was shocked when they told me it was 10 million yen lol
. It doesn’t have to be an EV, but I think a gasoline car with this design for 4.5-5 million yen would sell, but I don’t have the guts to pay 10 million yen for an EV… pic.twitter.com/SkTeY53lo3— Start Base (@Start_Base_) July 4, 2024
Nissan Motors is struggling.
I thought the Ariya would sell, but even at its cheapest, it’s 6.59 million yen, and it’s an electric car. 😅
It’s too expensive for ordinary people, and the rich will probably choose other cars. It’s clearly a strategic mistake. 🙈
I think a gasoline-powered car in the 3 million yen range would have sold like hotcakes. 🫠 pic.twitter.com/am85ST3EaK— Shimeo (@neko_jirou_) November 7, 2024
Lost opportunities due to delayed delivery
Delivery delays for the Aria have been a problem since its launch. Due to a combination of factors, including semiconductor shortages and disruptions to the global supply chain, delivery times have sometimes taken several months or even more than a year.
It is inevitable that customers will lose their motivation to purchase if they are forced to wait a long time for delivery. With competitors shortening their delivery times, the delay in delivery of the Ariya is leading to lost sales opportunities.
Lack of charging infrastructure
The development of charging infrastructure is essential for the widespread adoption of EVs. However, Japan’s current charging infrastructure is not sufficient. Particularly in rural areas, the number of charging stations is limited, and many users find it inconvenient to use EVs.
The Ariya’s range is up to 640km in WLTC mode, making it suitable for long-distance driving, but the lack of charging infrastructure is a major concern for those considering purchasing an EV. The current slow development of charging infrastructure is one of the factors hindering sales of the Ariya.
The rise of rival vehicles
BYD ATTO 3
The EV market has been expanding rapidly in recent years, with a succession of attractive EVs being released by various automakers. The number of competitors to the Ariya is on the rise, including Tesla, the Hyundai Ioniq 5 , the Volkswagen ID.4 , and China’s BYD ATTO 3.
Many of the competitors are cheaper than the Ariya and have comparable driving ranges. They also offer attractive models that meet customer needs by incorporating unique technologies and advanced designs. The rise of competitors is likely having a significant impact on the Ariya’s sales.
Brand image challenges
Nissan Motor Co., Ltd. has focused on gasoline-powered vehicles for many years. While the Leaf has established a certain image as an EV, the image of EVs held by overseas manufacturers may be working against the Ariya’s sales.
Tesla has established an image as a manufacturer specializing in EVs. It is possible that they have not fully communicated the appeal of the Ariya to customers. Building a brand image is a future challenge.
Review of sales strategy
To overcome the Aria’s sluggish sales, the company must also reassess its sales strategy. It is important to clarify the target demographic and develop a marketing strategy tailored to each individual’s needs.
For example, promotional activities tailored to each target group will be necessary, such as running a campaign to highlight the Ariya’s environmental performance for those with a strong environmental awareness, or holding an event where customers can experience the Ariya’s autonomous driving and connected technologies for those with a strong interest in advanced technology.
Future outlook
The Ariya is an EV with many attractive features, including a stylish design, advanced technology, and excellent driving performance. However, there are many factors that hinder sales, such as a high price range, delivery delays, a lack of charging infrastructure, and the rise of competing vehicles.
Nissan is taking various measures to overcome these challenges and increase sales of the Ariya. By taking a variety of measures, such as reviewing the price, shortening delivery times, improving charging infrastructure, and strengthening sales strategies, sales of the Ariya may be on the road to recovery.
The EV market is expected to continue to expand in the future. Nissan is positioning the Ariya as a flagship model in the EV market, and is expected to continue to evolve.
A word from the editorial department
The reasons for the poor sales of the Nissan Ariya are many, including its high price range, delivery delays, lack of charging infrastructure, the rise of competing vehicles, and issues with its brand image. Nissan is taking various measures to overcome these challenges.
The Ariya is an important model that will play a key role in Nissan’s EV strategy, and attention will be focused on its future sales trends.
