In addition to being Nissan’s first all-new model in five years, the Ariya all-electric SUV launched today is its first brand-new EV in a decade after the Leaf hatchback which made its mark as the world’s first mass-market electric vehicle.
The Ariya is also the first vehicle to sport Nissan’s revamped logo, which uses a flatter, thinner typeface and a skinnier circular emblem.
Koji Endo, head of equity research at SBI Securities, said the Ariya had been positioned to show what Nissan can do in terms of design and technology rather than for volume sales, and that Nissan’s aim was to use this to draw customers to upcoming fresh versions of high-volume models.
“Nissan wants to send a message to the industry that it is a company that can still compete on technology and R&D capability, and develop high-spec cars,” he said.
The Ariya will go head to head with the Model Y SUV crossover, which Tesla began delivering in March and starts at around $50,000, as well as Ford’s (F.N) Mustang Mach-E SUV which is due out later this year and is also expected to be priced around $50,000.
The long-range version of the Ariya will be able to travel up to 610 kilometres on a single charge, Nissan estimates. That is longer than the Model Y’s 505 kilometres.