Nissan Switch: A New Vehicle Every Day, If That's Your Thing
Nissan hopes a new service announced Tuesday will entice brand aficionados into paying a sum well above that of your average monthly loan payment for the privilege of swapping between vehicles. The pilot project targeting Houston drivers carries the name “Nissan Switch.”
Yes, as it faces trouble in the U.S. and abroad, the struggling company is following in the footsteps of other automakers and giving the subscription model a go.
Such services have a spotty track record. Look no further than Book by Cadillac for a lesson on that, though Nissan is at least starting small. It is a one-city pilot, after all.
For a sum of between $699 and $899 per month, Houston participants will gain access to the full gamut of Nissan vehicles — including the electric Leaf and the decidedly non-electric GT-R.
“Just like other popular subscription services for television and music, there is no long-term contractual commitment,” Nissan said in a statement. Potential customers have until August to make up their minds and sign up; the automaker claims users won’t be restricted in how often they swap between vehicles. Switch every day, if you want. A dealer concierge will deliver the car.
“This program provides more choice, convenience, and flexibility. For those who want a sedan during the week and an SUV or sports car, like the GTR, on the weekends, Nissan Switch provides the solution,” said Andrew Tavi, vice president of business development for Nissan North America.
After a $495 activation fee, drivers can choose from two tiers of service. The lower monthly price gets you into an Altima, Rogue, Frontier, or Pathfinder, while the $899/month adds the Maxima, Murano, Armada, Leaf Plus, Titan, and 370Z. Notice the lack of Versa or Sentra (not that anyone paying such a sum would opt for either). You’ll have to pony up another $100 a day to gain access to the GT-R, and Nissan won’t let you have it for more than seven consecutive days.
Obviously, the intent of any subscription service — besides pulling in more money from individual customers — is to showcase its vehicles, potentially generating a sale. Whether this will work for Nissan, a brand most often associated with value-conscious shoppers, remains to be seen.
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