Nissan had high hopes for the launch of the Ariya. It still has them, but the launch of its new electric SUV is plagued with problems. The Japanese are being forced to paralyze reservations in the American market due to the impossibility of meeting delivery times for all customers. A new problem that will make the Nissan Ariya not achieve success as quickly as expected. It is estimated that by 2023 production will improve.
At the moment the automobile industry is experiencing a very difficult stage. Manufacturers face complex supply chain issues. Competitiveness and production difficulty force manufacturers to severely reduce production volume. Although evil affects all brands, Nissan faces it in full launch of one of its most important models for the coming years, and therein lies the big problem.
The Nissan Ariya was presented as the new electric revolution of the Japanese. Nissan is considered the first brand to launch a high-volume commercial electric. The Nissan LEAF has been the best-selling electric car in the world for years, and thanks to it it can be said that many drivers have taken the step to electric mobility. However, the appearance of new rivals and the slowness of the Japanese in improving their product have meant that the LEAF hardly has any representation.
That problem should be solved with the Ariya, but from the beginning the commercial launch has been involved in different problems. Even before the electric SUV was presented had to postpone its launch date due to the problems of the COVID-19 pandemic and the subsequent lack of semiconductors at the end of 2020 and beginning of 2021. Now, when everything seemed to pick up a better rhythm, production is marred by the lack of new components.
Given the unpredictability of production, Nissan has decided to paralyze Ariya reservations in the United States. It should be remembered that the American continent is one of the most important markets for the Japanese. It is no longer possible to reserve the Ariya, and it is not known when the order books will be open again. The latest note from Nissan is that more than 6,800 requests had been received in Japan, having delivered more than 1,500 units.
The Japanese have taken such a drastic decision to avoid customers having to wait for long months to have their Ariya. Nissan COO Ashwani Gupta has stated that it is better to limit orders to a volume that can really be taken, than to keep the books open and force potential customers to wait a long time, with the damage to the brand image that this entails. Nissan hopes that next year there will be more luck with the production and supply of components, although the current bottleneck will take time to resolve.