Nissan CEO’s US mission: shed rental-car image

According to Channel NewsAsia, Nissan's chief executive is on a mission to transform the automaker's image in the United States. For years, the brand has carried the perception of being a rental-car brand—a stigma executives believe undermines its appeal to premium buyers. The CEO's strategy aims to reposition Nissan as a more aspirational and desirable marque in America's competitive automotive market.

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