Community Issue - Nissan/Nismo Post Purchase GT-R Offerings -
Nissan's Grade: F
Nissan GT-R. People hear that name and envision a platform that's capable of anything. If you line up a GT-R with a Veyron at a drag strip, people will want the GT-R to win. And many really believe it might. If the GT-R were a movie it would be Rocky. It's the people's champion. That's why people see it on the street and pump their fists in the air. That's raw emotion that a company cannot purchase. The GT-R is a sensible answer to a world of exotics that don't make sense. It's beyond Porsche. It's the people's rival to Ferraris and Lamborghinis. It's not even Nissan's car. It's the people's. That's the people's perception.
It's also the owner's perception. When they buy one, they want to build it. They want to experience it. They want to live the legend. That's why, while enthusiasts love to modify cars, they really love to modify the GT-R. Nissan should not take this for granted. A passion for product is not something a company can buy. No amount of advertising will bring that.
One of the problems for Nissan is that this passion has yet to be properly monetized. The thing is, it's easy to do. Owner's don't approach their GT-Rs with their wallets closed.
Monetizing the GT-R's legendary appeal does not require marking up prices without thought. It's simply a matter of offering fair options. It's what customers want and what Nissan is in business to provide. Even Mizuno said that it makes sense: Last year he stated that the GT-R is a lover that should grow with its owner. But in the US that's not happening. There's a point in the crossroads where both sides can truly be happy. But Nissan isn't going there. As a result, when owners get there, they have to pick a path and walk elsewhere.
The recommendations behind this issue addressed that. It was acknowledged that Nissan may have concerns but outlined how they could be addressed. It was even explained that NAGTROC would do its part to ensure quality in the community. So what has Nissan done?
Nothing. There are no post purchase products available. Of the millions of dollars that are being exchanged in the aftermarket yearly on this car, Nissan is getting none of it. Making matters worse, Nissan is raising the price of upgrading on owners and taking an adversarial stance on upgrades - the very thing that has made the GT-R legendary. And Nissan's dealer network is following suite. Owners everywhere are afraid to modify or track their cars, in fear that Nissan will punish them. Others have resigned to taking risks and doing business with aftermarket specialty shops instead of Nissan. To say this doesn't make sense is an understatement. Even if Mizuno and company do not want to see their work modified, they must acknowledge that it will happen and do the right thing - offer in house alternatives.
Even though Nissan has not met the community on this, I have- and will continue to- use my status as the leader of this community to personally ensure a mature GT-R aftermarket. As I promised a year and a half ago:
...On our end, NAGTROC will be implementing new policies this year to help support quality within the GT-R aftermarket...
So what has happened? First, I've imposed quality requirements on vendors and have removed vendors from the community who have failed to meet that standard. Second, I've instituted a new policy where vendors will not be able to create replicas of each other's products and offer them for sale on NAGTROC. And in line with this policy, I have removed vendors who were found in violation. Third, I've created a section on the site to promote transparency in vendor dealings and have personally dedicated my time toward resolving member/vendor disputes where they occur.
Given the critical role of NAGTROC in the GT-R industry, this has had a significant effect on not only the quality of aftermarket products that GT-R owners are coming across, but also on customer satisfaction within the community. If one looks at the benefits I promised:
Customer Benefits:
• Improved ownership experience due to better understanding and appreciation for the vehicles they own (at amateur levels)
• Increased satisfaction and pride toward the Nissan and GT-R brands
• Improved ownership experience due to the opportunities to meet other GT-R owners in Nissan organized events
• Improved satisfaction with the GT-R operation experience for GT-R Premier members
Nissan Benefits:
• Can guide customer experience further: as customers understand the GT-R more, they can understand more of the value of programs offered
• Advertising & significantly improved brand image as GT-Rs compete successfully
• Further opportunity to interact with customers and gain valuable feedback from real world GT-R operation, as intended.
• Happier customer base
Dealer Benefits:
• Added business and service opportunities
• Improved customer satisfaction
I would submit that on our own, the community has been able to realize many of these benefits. Some recent comments from GT-R owners and companies on NAGTROC:
"I know many on here have already had their favorable experiences, but just wanted to say a personal thanks. It's tough finding solid ran tuner businesses in the aftermarket auto industry, and I'm glad we have so many great vendors on this board." ->
"I've been a member of several other automotive forums and NAGTROC has consistently been the best run, best policed, and has the best membership of any (except maybe the very small site we have for our local Z-club... but then you are talking a site of dozens rather than thousands)." ->
"NAGTROC is a great community, from a management and member/user standpoint. We enjoy being here, and I can agree with every point in mcducks post." ->
"Best forum I've been on or am on. Love the different personalities and the level of expertise and honesty here." ->
"On a 100% serious note. Unlike any forum of any type of car I've ever owned (Porsches, Vipers, Vettes, BMW's, Ferrari). This forum, by FAR is the classiest of all... I literally sold my last 3 Z06's because the class of people at vette meets, it made me sick. Anyhow- I digress. You guys are great." ->
"One of the reasons (very small reason) I stopped lurking m3 post trying to learn about the m3 ( GTR and m3 were my only choice) was the douchbaggery, ect. That was almost a year ago." ->
I've done this to position NAGTROC to work with Nissan. Unfortunately it has carried a real cost. And because Nissan hasn't done its part to meet the community on this, the opportunity to sell larger numbers of GT-Rs has not been realized, and the community as a whole isn't realizing its potential in terms of growth and opportunity. I don't say this as an enthusiast. I say this as the owner of a site that is outselling any dealer in Nissan's largest market for the GT-R. Even though GT-R sales have improved from a couple years ago, more can still be sold. Even though many of our vendors are seeing a lot of business, with some expanding their operations to accommodate, even more business could be done. And while NAGTROC is continuing to grow in size, that growth rate could be even higher.
Nissan's efforts in this area have earned it an
F. Nissan hasn't attempted to address the stated concern in any shape form or fashion.
It behoves Nissan to meet the community on this. If Nissan needs any further reason to act, the fact that money can be made should be reason enough.
"That'd be really nice if they are wanting $5000 for the flash, but what are the legalities?" ->
"I found out from the R&T magazine that dealer will or is offering upgrade program to make 09-11 GTRs to 2012 GTR specs. I am very interested in this offer since I was looking to install Switzer package on my car. You still can keep your warranty and beat Z06 and 2012 Porsche Turbo S." ->
"Has anyone attempted the 2012 suspension upgrade? the GTR for me is a DD and i can use a little more comfort on the long drives. Would like to hear from any members that have looked into this. I believe there was a thread about packages that where avail from nissan japan. please advise" ->
"This (upgrade program) would be a big deal to me as I would like to purchase a discounted 2010 that the dealer has on the showroom floor. It would be interested to see if the techs could install these 'updates' prior to delivery." ->
Due to the importance of this topic and Nissan's gross lack of performance, the recommendations regarding this topic will be clarified, simplified and detailed again in the next Open Letter.