Automotive News Daily Drive
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Aug. 16, 2026 | Bonus Episode: Nissan spending big on incentives while the rest of the industry pulls back
Nissan’s average incentive spend rose 14 percent in July to more than $4,000 per vehicle, while the industry average fell nearly 10 percent. Automotive News reporter Urvaksh Karkaria breaks down what’s driving the strategy: a push to move U.S.-built models, a heavy reliance on the Rogue ahead of its new-generation hybrid launch and a deliberate retreat from the rental fleet volumes that hurt the brand for years.
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