The boldest step will be the launch of the production version of the Ariya EV crossover, which according to one source with knowledge of the company's thinking will be launched at a price between 50,000 euros and 70,000 euros.
The idea is that that car will have the performance, range and technology levels, including Nissan's latest ProPilot semi-autonomous system, to be able to compete against premium brands.
Nissan won't be alone in offering electric vehicles far above its usual price range. Ford has announced its Mustang Mach-E SUV will sell for between 46,900 euros and 66,800 euros in Germany.
The Ariya could have been offered as an Infiniti before the brand was axed in Europe, but the reality is that battery cars are expensive and companies such as Nissan are going to have to find ways to get customers to pay more.
Making the brand more exclusive by reducing discounted sales is one way to do that. This "creates a really good brand position for the future," de Ficchy said, which helps lift prices.
However, pushing past 50,000 euros will be tough for any company. "Maybe they are hoping Qashqai and X-Trail owners will want to step up. But knowing the people who buy the Qashqai, if they are going to step up, they would be looking for a proper premium brand for that money," IHS's Fletcher said.
