We're not kidding. Lindsay Chappell of Crain's Automotive News says Nissan's latest move is all about jockeying for better position in Internet shopping sites. To that end Nissan has cut the manufacturer's suggested retail prices on seven key models.
The price cuts range from a $580 reduction on the brand's volume leader, the Altima, which was redesigned for 2013 and was the best-selling car in the nation in March, to $4,400 off of the Armada full-sized SUV.
Overall, the price adjustments affect vehicles that represent two-thirds of Nissan's U.S. sales volume.
Jose Munoz, senior vice president for sales and marketing for the Americas, said that the cuts are intended to improve the results of the various models in consumer searches for new cars by price category.
"What we saw is that in some versions of some mobiles, we were not on the shopping list because we did not have the appropriate MSRP," Munoz says.
Chappell reported that despite a growth in sales last year, the automaker lost U.S. market share in 2012 for the first time since 2006.
One of the issues that can impact share is consumer websites such as Edmunds.com and cars.com which ask shoppers to narrow their searches by picking a price range or a "maximum" amount they will pay. Such screens can leave models off the consideration list because of just a few dollars difference in MSRP.
In addition the cuts on the Altima and Armada, Nissan will trim $730 off the price of the Sentra, which was introduced as a redesigned model late last year, and $2,300 off of the Rogue, one of Nissan's highest-volume products.
On the other three models, Nissan is cutting $1,290 off of the high-end Juke, $1,460 from the low-end model of the Murano and $2,410 off of the high end, and $2,270 from the lower end of the Maxima and $3,030 off of the higher end, which includes a $700 tech package.