Jan. 9, 2026 | The week’s top stories and Nissan Canada’s Steve Rhind on affordability, product, more

Hi everyone and welcome to the January 9th, 2026 episode of the Automotive News Canada

podcast.

I'm your host Greg Lason, the digital and mobile editor at Automotive News Canada, coming

to you from just outside Windsor, Ontario, the automotive capital of Canada.

Today on the show we hear from recently appointed Nissan Canada President Steve Reind.

He talks to Automotive News Canada publisher Tim Domopoulos about his new role, priorities,

dealer relationships, affordability, product mix, new Canadian buyers and more.

The two spoke at an event in Nashville in December just before the holidays.

Focus on the dealers and working closely with we have a great dealer advisory board.

But first look at some of the top Canadian automotive stories of the week.

Canadian new vehicle sales were up 2 percent in 2025. Automakers sold just about 1.9 million

new vehicles. That according to DeRosier Automotive Consultants and the Global Automakers

of Canada President David Adams. While sales figures aren't yet finalized,

both say the industry fell just shy of 1.9 million.

US based auto forecast solutions says that overall North American light vehicle sales

were hurt by the ongoing trade war between the US and Canada. It says Canada had been expected

to sell 2.1 million new vehicles in 2025. Adams, who represents the interests of overseas automakers

in Canada, says the industry showed its ability to respond, says Adams, let's celebrate 2025 for

the moment with 2 percent growth over 2024 and almost 1.9 million vehicles sold. It ended up

to be pretty good. In tech news, a Canadian startup says it has developed a better,

more efficient way to keep vehicle windshields clear in cold weather.

Better Frost Technologies Inc. CEO Derek Redding says the company's low energy method based on

years of research into how ice forms and melts uses up to 20 times less energy than heating,

ventilating, and air conditioning systems. Better Frost uses pulsed electrothermal de-icing.

The system pulses power from the battery to conductive coatings inside the windshield.

That pulsed heat targets the interfacial layer of the window where the ice contacts the glass,

so the ice simply slides off the windshield. The approach uses 95 to 99 percent less energy

than HVAC de-icing. And finally in retail news, 401 group of companies added to its footprint

in Ontario to start 2026 when it bought Subaru of North Bay. The deal adds a second Subaru

franchise to the group's portfolio and doubles down on its footprint in the Northern Ontario

city between Ottawa and Sudbury. Paladino Auto Group based in Sudbury was the previous owner

of the dealership. And that's a look at some of the top Canadian automotive stories of the week.

We now hear a conversation between automotive news Canada publisher Tim Domopoulos and Nissan

Canada President Steve Reind. Steve, it's been almost two months, it feels like two years,

but anyway two months since we last spoke and now that you're at the helm of Nissan Canada,

you're stepping into a role at a time where we're seeing big shifts in the Canadian market.

What was the first thing that you did to recalibrate the business in Canada and what is the

next priority for you going into 2026? Yeah, so for me the kind of the first things that I focused

on really were internally, so with our staff and our team and reassuring them and reinforcing

with them the direction that we're headed, which we'd started just a few months earlier from our

fiscal year and how we're really keeping the same strategy that we had before and that that was

important. I was part of the leadership team that developed the strategy, so it was really

continuing with what we're doing. The second thing was to focus on the dealers and working closely

with, we have a great dealer advisory board and being able to kind of talk with them about

where we're headed and make sure we're listening closely to what the feedback is from dealers,

where do we have challenges, where are things working well, what adjustments do we need to make

to the plan, and then the last part of it would be the customer and making sure that we're reinforcing

that I was reinforcing with our team internally, but also with the dealers about how that's our

main priority. So looking after the customers, making sure we're doing everything from a sales

and service perspective that we need to to keep the customers happy. I mean, we've seen some really

positive results from JD Power, both internally and externally, some things that we don't necessarily

see externally, but with JD Power, we know we're in the top three for both sales and service again

this year. So really reinforcing that to our, again, our employees, but also our dealers that

that's a top priority for us. And so focusing in those three areas, but then recommitting to the

same things that we've talked about really all year for us, which was that we're focused on

on simple things in terms of selling more cars, looking after the customer and driving efficiency

and ultimately profit and keeping it that simple. And one big thing that we started earlier this year,

and we've heard our chairman talk about it multiple times, but as we look at all the things that

we're doing, we're talking about efficiency, keep it this simple. If it doesn't help us sell more

cars or sell more parts and service, or it doesn't look after the customer, then we need to seriously

question and eliminate those things because that's not where we're focused. And so really trying to

be super focused on the most important things. You mentioned that dealer relationships are

central to Nissan success in Canada. What is the one area you think the partnership model needs to

evolve to meet today's retail realities? Yeah, I mean, I think it's a couple areas. I mean,

definitely how we work closely together. And one of the things I'm trying to do

more of is bring the dealers in even more in terms of how we plan together for the future. And

especially when you look at how volatile things are right now and how much things are changing.

And we've talked about the cars that we bring from the US that are subject to very

significant tariffs right now. The only way that I can make that work to bring them back

in the current environment 25% tariff is by working very closely with the dealers,

sharing with them transparently exactly how that impacts our business and what we need

their help with to make it happen. So I think that's a big thing from my side that I focus on

is like, how do I bring the dealers in, give them even more understanding of the challenges we're

facing, knowing that we're trying to work to find the best solution that's beneficial for both,

both of us, meaning Nissan Motor Corporation, but also the dealers, right? We have to both

be successful for it to work properly. And so that's kind of a big thing from my side is how

do I bring them even closer so they understand and frankly can help us find the right solutions.

And so that's been a big priority. So you think pricing volatility is kind of the number one priority

when it comes to what you're doing with the dealers? Well, in the short term it is for sure. And in

particular, the tariffs and how that's impacting a big, an important part of our business, the three

models that are most impacted. So that's a number one priority. And again, the other thing would be

we want to continue to grow. And so we're focused on rogue and kicks, which are the

two main volume models right now. And so how do we make sure that we do that? And that's a couple

of different things. That's our marketing communications. We made a very strong effort

this year to really ramp that up. And I think you're going to see more over the next few months in

terms of how we really make sure the brand stays top of mind and gets on people's shopping list.

We look at how we position the cars, making sure that we're very competitive from an offer

perspective and show great value for the customer. And then the other side of it would be how we

plan for the future products. And especially in this volatile environment, we need flexibility

to adapt to the changes and make sure that we can bring something from a different market if

necessary to support the Canadian market. So how fast can you pivot to diversify, rebalance the

product mix to ensure consistent availability in Canada and make sure you have the right product

at the right time for the consumer? I think what we're able to do in the short term would be to

ramp up existing production of cars that we have. So for instance, rogue, we get 100% of our roads

from Japan. We were able to ask for additional units as this tariff situation happened so that

we could support the volume because we were reducing the volume on pathfinders and maranas and

frontiers. The same is true of the Kix, which is coming from Mexico, so those sources. So that

the existing cars we have, that's an easier solution in the short term where we can ramp up

production or adjust production down if we need to. Bringing a different car from that doesn't

exist in North America is a bigger challenge. And that's definitely a longer time horizon. I think

you're two to three years at least really to make that kind of a big pivot if it's not currently

offered in the market. And that mostly is different crash tests and emissions requirements and all

those challenges require R&D development and that takes time. Now Canadians are shifting back

towards practical segments like value-based crossovers, which you have a lot of, compact

sedans in some respects and also hybrids as we spoke a lot about today. Which part of Nissan's

upcoming lineup are best positioned to capture the momentum that exists in these segments?

I think, I mean, fortunately, we just launched the new Kix last year. It's one year old and it's a

great product and there's new enhancements that are going to keep coming over the next couple

of model years. And that segment is the fastest growing segment, as you know, in the Canadian

market. So I feel really good about that, that there's more opportunity for us to capture in that

market. And especially because it's positioned very well, right? It represents great value versus

the competitors that are out there. So when customers are looking for affordability, we've

got an answer with a subcompact SUV. Then we're also just launching the new Sentra into the

compact segment. And so that's another great opportunity is that, again, people looking for

affordable vehicles, even in that compact car segment, we're seeing prices are escalating

and escalating. We brought an all new redesigned car with a very modest price adjustment,

price increase. So we're offering the customer even more value, new design, new technology,

more content, and the price is just a small adjustment from where we were a year ago with

the older car. And so those are two key ones. Then the big one, as we talked about today,

is definitely hybrid. And we know consumers are looking for this. And so it starts with the

Rogue plug-in and having an answer. If somebody is searching Nissan Hybrid, we've got the plug-in

hybrid right now. And then we get to the e-power technology, which is available next year. And

again, having that in the biggest segment in the market positions us extremely well. And I think

really there's a lot of potential for Rogue. We're having a great year this year. Our sales

are up 8% on the Rogue in a market that's in that segment, which is up about four. So we're

gaining share with an ice only vehicle. I think we add in a plug-in, then we add in our full

hybrid with the e-power. I think we're going to grow again. And that gives me confidence and

ultimately can help our dealers feel confident about where we're headed over the next year,

two years, and beyond. Still Nissan is entering the hybrid conversation

later than some of your competitors. What's your plan to communicate Nissan's value

proposition to Canadian buyers and the new technology, which differs from regular hybrids?

And how do you make sure it resonates with buyers who are weighing hybrids as their next

powertrain option? For me, it's we need to let people know we have a hybrid first.

That's the big thing. We know they're already searching for that. So we don't want to fight

against that. So get their attention, the fact we have a hybrid. And that means we need to do

that in a impactful way. We need to stand out and get people to take a look at us and then

feel really good about once they see it and once they get a chance to drive it and experience what

e-power brings, is that that's going to be a very big advantage for us. Again, because it drives

like an electric vehicle and that instant torque and that feel, very quiet, all those benefits,

I think is really going to differentiate us. And so the first thing is just let them know we have

a hybrid. And then obviously on the website and other forums, we'll be able to better explain

what e-power means. And of course, our dealers will be key to make sure that they educate the

consumer on that. But again, it's first just bring them in with the hybrid, the fact that

that's what consumers are looking for. And then we've got this great technology that I think they're

going to love. So new Canadians and younger buyers have always been attracted to Nissan

because of the product and affordability. But they're struggling now. So what new approaches,

whether it's digital, financial or product driven, could help bring more first time Canadian buyers

into the Nissan brand beyond what we're seeing now? Good question. I mean, I think

it's affordability is a key factor. Also looking at from, and this would be more on our Nissan

Canada finance arm in terms of how we look at if you're a new Canadian, for instance,

and you don't have a credit history, how do we make adjustments so that we can

support you getting a car for the first time? So that's something we do have a

first time buyer program as well for people that are just out of school or whatever,

that to help them get into a car. So I think we can do more with that and working with our

dealers to expand that because it is such an important part of the market. There's also even

our certified pre-owned program, which makes it it's more affordable if that's what consumers

are looking for. But again, I think it's an opportunity right across the board. We certainly

as we have strong customer or brand recognition around the globe. So people coming from other

markets that have experience with Nissan is definitely an advantage for us that they have

that familiarity. And so we need our marketing to make sure we're targeting those people

across the country too. The year is almost at a close. Christmas music is everywhere,

snow is on the ground and at least the calendar year is coming to a close. So

tell me about how Nissan sales have shaped up in 2025 and what's the outlook for 2026

in terms of volume and in terms of growth? Yeah, so this year we're growing on a year-over-year

basis and so we want to be about 100,000 units is where we expect to be and we were a little over

97,000 last year. And that's despite the challenges that we've faced with the tariffs and the impact

on certain parts of our car lines. But it's really driven by Rogan kicks and that those cars are up

very significantly year-over-year kicks in particular. And that's our kicks family,

which includes the kicks play is up very significantly. I think it's about a 40% increase,

sorry, it's a 70% increase year-over-year in a segment that's up 19. So again, that's really

helping us get to where we want to get to. And then as we look to next year, I think there's

definitely opportunity as we bring back the US-built cars. We'll have a full year of the

leaf as well. So having that new product in the market too and then of course, new Sentra, then

new Rogue. So there's definitely growth potential. At this point, we're not sharing our volume

plans for 2026. But as you heard from the chairman, we're definitely focused on growth as a company

and in the right way through our network of dealers and making sure we're looking after

the retail customer. Speaking about growth and this will be the last question, there's also

an expectation that Infinity is going to grow going into next year with new product and coming

to the market. So where is the turning point with Infinity, at least in the Canadian market?

When do you think we'll start to see an environment where Infinity is back and got its mojo and

selling cars and growing in the right direction? Yeah, I mean, I think it's starting already with

the QX80 in my opinion and because that's such a halo vehicle for the brand and it's had a really

strong reception in the Canadian market and it's unique. It stands out. You notice it when you

see it on the road, which is so important for a premium brand. So then next year, well frankly,

even with the launch of the QX60 for 2026, which has some really significant updates in terms of

the exterior styling, the interior, the sport grade, I think that starts to show how we're

continue to invest in the brand and then next year with the QX65. So I think that's the start

and we saw a little bit of information today about what's coming on the heels of that. I think in

particular, the vehicle that they were talking about that's going to feature the e-power technology,

to me, that's a real game changer for Infinity in Canada. I think that's going to be the key to

really, that'll allow us to extend the volume even more and not that we're looking to be a huge

volume player. That's not it. I think we want to be a really, mean something very significant to

a select group of people. But again, I think once you start to see the lineup expand that way,

that will really show how we built up to this new image of what Infinity is all about.

I'd like to thank Steve for his time and Tim for conducting the interview.

If you'd like to be a guest on the show, have a suggestion or simply want to comment,

email me at glasen.autonews.com. And remember, you can listen to all our previous podcasts on

Spotify, iTunes, Google Play, or on our website, automotivenews.ca. Just scroll down to the podcast

hub in the middle of our homepage. And don't forget, you can follow Automotive News Canada on

X, where we're at Auto News Canada. You can find me there too under at glasen, A-N-C. Finally,

look for us on LinkedIn. Just search Automotive News Canada. That does it for this episode of

the Automotive News Canada podcast. We hope you'll join us next time. So long, everybody.

Jan. 9, 2026 | The week’s top stories and Nissan Canada’s Steve Rhind on affordability, product, more

About this episode

Better Frost Technologies Inc.

pulsed electrothermal de-icing

Subaru

Nissan Motor Corporation

pricing volatility

tariffs

Nissan Kicks

Nissan Pathfinders

Nissan Murano

Nissan Frontier

hybrids

Nissan Sentra

Nissan Rogue

year-over-year

Nissan Leaf

Infiniti QX80

Infiniti QX60

Infiniti QX65

e-Power technology

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