By on March 20, 2020

Everybody knows Nissan’s 370Z has overstayed its welcome. With over a decade of service beneath her belt, the old girl has done her part and now cries out desperately for retirement.

It’s not the car’s fault; Nissan simply hasn’t had anything to replace it with. As such, it’s had to keep sending the tired veteran back to the front. While a successor has been rumored to be in development for ages, little hard evidence turned up to prove its existence.

Meanwhile, the current Z continues to bleed sales. Nissan only managed to move 2,384 examples inside the United States last year — down from a similarly modest 3,468 in 2018. This year won’t be any better for the model, though we now finally have confirmation that Nissan is making moves on the next Z car — and it seems to support rumors that it will adhere to a retro-inspired look. Nissan has filed a trademark patent with the Canadian Intellectual Property Office and the Z logo looks quite a bit like it did when we were still calling the marque Datsun. 

According to Nissan Senior Vice President Ivan Espinosa, public previews of the actual car are off the table until at least October. But Motor Trend managed to spot the patent filing early, presumably before the automaker managed to do the same in other countries.

Nissan has also been busy filing a new trademark for itself. Following the trend where automakers nix the three-dimensional aspects of their existing designs for a cleaner look, the brand has streamlined its corporate iconography quite a bit. It looks decent, offering more changes than the recent BMW revamp while managing to look better overall. Motor1 reports that it saw the emblem illuminated on the front of the Ariya concept in Tokyo (below). That seems to indicate it’s already gearing up to swap over to the new badge — though it could still be reserved for EVs.

Realistically speaking, the next Z car is probably years away. Nissan has confirmed it’s in development and rampant speculation has gradually given way to persistent rumors that the car will utilize a turbocharged 3.o-liter V6 and the name 400Z.

[Image: Nissan]

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11 Comments on “Nissan Trademarks New Logo for Z Cars… and Itself...”

  • avatar

    I like this new logo. It is a much more positive change than BMW’s transparent logo.

  • avatar

    Looks more like Zoso from Led Zeppelin. Which isn’t a bad thing really…

  • avatar

    They should have done the 400Z about two years ago. Sure the platform is old but shoving more HP into a sports car gives it an instant life-line especially when other coupes (Pony cars) keep launching new special packages every few months (or so it seems). The Z was already heavy so if the next car doesn’t go on a diet then the extra boost will not mean much.

    I’ve mentioned before – the Z is stuck in no man’s land – too heavy for those that want a Miata like experience but too slow for those that desire the shove of a big V8. Nissan needs to decide which direction to go. Or they could continue as is, making the Z’s claim to fame sitting right on top of the fence occupying a narrow space all to itself. In some ways that is an daring choice that is to be applauded, but given the limited market for sports cars further limiting yourself to such a narrow niche doesn’t seem like a good plan.

    With the C8 going mid-engine the Z becomes the only front drive, manual transmission, rear hatch out there. I keep waiting for Ford to launch a Fastback Mustang but hatches just don’t seem to get any love these days despite being a superior configuration to me. For example my C7 holds more then my wife’s Q60 coupe. All these coupes have tiny, worthless rear seats so you might as well have the practicality of a hatch instead.

    • 0 avatar
      Rick Astley

      The Z is not, nor has it ever been front wheel drive….

      The Toyota 86/Subaru BRZ occupy that RWD/MT/Hatch space, as does the KIA Stinger.

      No, it’s not the crowded playing field that it once was, but you don’t get a commanding driving position, cramped interior, increased fear of body roll and higher margins from a CUV/SUV without killing every human beings driving passion along the way.

  • avatar

    The original Infiniti QX56 was pretty imposing, with big square lines. The melted marshmallow it turned into boggles my mind. But you could say the same thing for pretty much any Nissan/Infiniti product in the 2010s.

  • avatar

    The Z is similar to 1957 Zorro TV series

  • avatar

    I live in NZ where most people drive ex-JDM cars ’cause we’re RHD. One thing I love about Nissan and Toyota’s old JDM cars, is that they gave many model ranges their own logo, and put THAT on the front of the car, instead of the Nissan or Toyota logo. You’ve got to look at the back to see who makes it. It makes each model range look like a sub-brand. (I think Nissan stopped doing this for new designs from about ’99.) And the JDM word names are always cooler than whatever silly letter/number combos they come up with for other countries.

    Z cars should have a Z on the front. A Lexus SC should’ve been called a Soarer and had a lion with wings on it.

    • 0 avatar

      Same thing the Big Three did in 50s-60s.

      Do you mean in NZ you buy used JDM cars brought from Japan? For those who does not know usually they are in good condition and low mileage and reason is a peculiar car taxation in Japan.

      • 0 avatar

        Yes. Most used car lots here are full of cars imported from Japan in used condition. I would expect that to be true of Australia now also, considering they’ve dropped most/all protectionism. Japanese cars are also sold new here at the dealerships for the respective brand. And those ones often have different names. So before Toyota brought in the Lexus name in Japan, in NZ/OZ you could find the Lexus version (sold new here) and Toyota version (used JDM car) BOTH on the roads. So that Toyota Soarer could pull up next to an identical Lexus SC.

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