The 2025 Nissan Murano arrived with promises of refinement and modern luxury, but just months into its market life, things are looking shaky. Despite an initial spike in sales, new reports indicate that Murano inventory is piling up, prompting Nissan to cut production by 21% and offer incentives to dealers to take the crossover off their hands.
For a vehicle that was supposed to help redefine Nissan’s near-luxury positioning, the Murano appears to be missing the mark with buyers.
Early Optimism Gives Way to Concern
On paper, the Murano had a promising start. Sales were up 84.1% in Q1 2024, with 8,702 units delivered in the U.S. That momentum, however, hasn’t lasted. According to Cox Automotive data shared by Automotive News, the Murano now has a 153-day supply on dealer lots — far beyond the industry norm of 60-90 days.
This oversupply has forced Nissan’s hand. The automaker has reportedly reduced output at its manufacturing facilities and is now offering dealer cash incentives between $1,000 and $2,000 per unit just to move inventory.
Production Pullback and Forecast Recalibration
Nissan had reportedly overestimated demand and front-loaded production for the 2025 Murano’s launch. A company executive admitted they had been “aggressive” in their forecast and are now working to correct the imbalance.
The company’s manufacturing pipeline is being adjusted, but not just in terms of volume. According to internal memos obtained by Automotive News, development on the 2028 Murano facelift has been paused, with a full program review expected soon. The outcome of that review could determine whether the Murano has a long-term future in the lineup at all.
.Read Also : Dodge Pulls Plug on Charger EV R/T and Doubles Down on Gas-Powered Muscle Cars for 2025
The Car Itself: Comfortable, Capable, But Out of Touch?
While the 2025 Murano is well-equipped and features a premium interior, it has struggled to find a unique identity in a saturated midsize SUV segment.
Notable issues include:
- No hybrid powertrain, despite competitors and customers demanding it.
- Uses a 2.0-liter VC-Turbo engine producing 241 hp and 260 lb-ft — efficient, but not standout.
- Missing ProPILOT Assist 2.1, a feature that is available even on the more affordable Nissan Rogue.
At a starting price of $40,470, the Murano ends up being more expensive and smaller than the three-row Pathfinder. It’s also being positioned as a “street-focused” vehicle, which leaves it in an awkward spot between sporty SUVs and rugged family haulers.
Missed the Target Audience?
The Murano has historically appealed to middle-aged female buyers, many of whom now expect a hybrid powertrain option. Nissan’s decision to launch the Murano without one could be a key reason it’s failing to connect with this demographic.
An insider quoted by Automotive News noted, “a large share of the Murano’s customer demographic, middle-aged women, prefer a hybrid powertrain.” It’s a statement that underscores just how out of sync the product planning may have been.
Murano Sales vs Competition
While the Murano sold 8,702 units in Q1, it’s important to contextualize those numbers:
- The Toyota Crown Signia sold just 2,806 units, but is also considered a niche product.
- The Honda Passport and Hyundai Santa Fe have significantly broader appeal and hybrid options.
- Murano’s near-luxury positioning without real luxury or green credentials creates confusion.
What Happens Next?
If Nissan’s review of the 2028 Murano update ends in cancellation, the brand may phase out the Murano entirely or overhaul its strategy with a new nameplate or electrified replacement. In today’s SUV market, electrification, value, and tech are non-negotiables, and the Murano risks becoming obsolete if it fails to adapt.
2025 Nissan Murano Specifications (U.S. Market)
| Feature | Specification |
|---|---|
| Engine | 2.0L VC-Turbo 4-cylinder |
| Power Output | 241 hp / 180 kW / 244 PS |
| Torque | 260 lb-ft / 352 Nm |
| Drive Type | FWD / AWD options |
| Starting Price | $40,470 |
| Key Missing Features | ProPILOT Assist 2.1, hybrid engine |
| Estimated Inventory Days | 153 days (May 2025) |
| Production Adjustment | -21% factory reduction |
Conclusion
The 2025 Nissan Murano arrived with solid ambitions but may already be heading toward a quiet exit. With high dealer inventory, weak differentiation, and no hybrid option in a hybrid-hungry segment, Nissan’s gamble could turn into a major product flop unless swift changes are made.
Whether a hybrid or fully electric Murano is in the works—or whether the nameplate survives at all—remains to be seen. But one thing is clear: the 2025 Murano is out of step with today’s SUV buyer.
Discover more from ActuCars
Subscribe to get the latest posts sent to your email.
