Nissan has confirmed a new delay with the long-awaited Ariya electric SUV which was scheduled for a 2024 launch in Australian showrooms. As it stands, the application of the Ariya for the Australian market may come well after mid-2025. This is not good news for the Japanese car manufacturer given that the Ariya was earmarked as a flagship model in the brand’s strategy for global electrification.
Global Demand Strains Supply
The Japanese Australia delay is attributed to the high global demand for the Ariya following its launch in Japan, Europe, and the United States. Growth in these major economies has created a gap in production which has been termed as a backlog. As Nissan executives have pointed out, the backlog has a priority supply chain in which core regions are serviced while smaller right-hand drive regions such as Australia are treated as extensions.
Competition Heats Up Locally
Local buyers in Australia waiting for the hit Nissan electric SUV may feel a sense of irritation as competitors are all too eager to expand. Tesla as well as Hyundai and Kia have all shot to the forefront, not to mention the new players such as BYD and MG which are providing cheaper solutions. According to industry analysts, if these delays persist, Nissan will have a hard time with dwindling market dominance given the numerous choices available in Australia’s EV market.
Nissan’s EV Strategy on the Line
The Ariya is Nissan’s very first electric vehicle that has been completely revamped since the Leaf hatchback was released almost a decade ago. The absence of this in Australia raises concerns about how the brand intends to remain relevant in the absence of changing Electification and zero emissions policies. The automaker insists it still intends to expand it’s EV’s throughout the world, but balancing the global supply remains a challenge.
US Rollout Progressing Steadily
As Australian drivers are and still waiting, the Ariya is slowly cruising across the United States. The SUV to American drivers since 2023 in a number of trims, and has received rave reviews for her sophisticated design, powerful performance, and competitive driving range. Critics, however, still point to the fact that in the US, there were a number of supply shortages complemented by Nissan’s global production issues which in turn created an absurd wait time.
Complications for Right-Hand Drives
Australia being a right-hand drive market, adds another layer of complexity. Nissan has had to modify it’s production lines to manufacture Ariya’s for the Australia, New Zealand, and U.K markets. Increasing interest in EV’s combined with rising demand in Australia means Nissan must try and scale it’s output to meet regional demand.
What Comes Next for Australian Buyers
For now, Nissan has urged Australian consumers to be on the lookout, as more Ariya updates are on the way. Inspecting the current market scenario lets us understand that the competitors for the Industry mentioned would be the Hyundai Ioniq and the already dominating Tesla Y model. For now, the Australian clientele unfortunately seems to be limited to non-competition brands and market players who have come up with the same technological advancements as the Nissan EV.