Nissan’s Vinay Shahani Charts Return To Brand Greatness With Dealer-Centric Strategy

After nearly a decade away, Vinay Shahani has returned to Nissan with a mission: restore the automaker’s reputation, simplify dealer relations, and reinvigorate its brand identity in the U.S. market. In an exclusive interview on Inside Automotive, we sit down with Shahani, now senior vice president of U.S. marketing and sales, who reflected on Nissan’s past success, acknowledged its missteps, and shared his renewed commitment to dealers as the foundation of a stronger future.

First, Shahani’s connection to Nissan runs deep, beginning in 2003 when he joined the company after hearing its then-CEO speak to his grad school class. “It was an underdog Japanese brand that was known for high quality, but excitement,” he said, recalling the launches of the Xterra and 350Z in the early 2000s. Then, after a time with Volkswagen and Toyota, he returned to Nissan with a clear directive: help turn the ship around.

Having spent over 10 years at Toyota, Shahani also aims to bring elements of its dealer-first culture to Nissan. “The beauty of what they do is they put the dealer at the center of everything,” he said, reinforcing that dealers are “the face of the brand to the consumer.”

CBT News is Dealers' #1 Resource for Auto Industry News, Content, Coaching & Analysis.

CBT News is a multimedia broadcast platform serving automotive professionals. With interviews featuring the biggest names in the industry, daily newscasts following top stories, up-to-date market data, 13 shows with industry experts, and exclusive articles covering the latest industry trends, CBT is the leading voice of the retail automotive industry.

Subscribe to CBT News on YouTube:    / @carbiztoday  
Visit CBT News Website: www.cbtnews.com/

Follow Us On Social Media!
INSTAGRAM | www.instagram.com/carbiztoday/
FACEBOOK | www.facebook.com/CarBizToday/
LINKEDIN | www.linkedin.com/company/cbt-news/
TIKTOK | www.tiktok.com/@carbiztoday
X | x.com/CarBizToday