Better Frost Technologies Inc. is a company that creates new ways to keep car windshields clear of ice. They have developed a method that uses less energy than traditional heating systems.
Pulsed electrothermal de-icing is a way to melt ice on car windshields using electricity. It heats the glass quickly and uses much less energy than regular heating systems.
Subaru is a car brand that makes vehicles known for their ability to handle tough weather and rough terrain. They are popular for their all-wheel-drive systems.
The Nissan Kicks is a smaller SUV that's easy to drive and park. It has a modern look and is great for city driving, making it a good option for those who want something compact.
The Nissan Pathfinder is a larger SUV that can handle rough roads and is good for families. It has a lot of room and features that make it comfortable for long trips.
Hybrids are cars that use two types of power: a gasoline engine and an electric motor. This combination helps them use less fuel and be better for the environment.
The Nissan Sentra is a small car that’s easy to drive and usually costs less than many other vehicles. It’s a good choice for people looking for something reliable and budget-friendly, especially for commuting.
The Nissan Rogue is a small SUV that is great for families or anyone needing extra space. It’s known for being comfortable and having good gas mileage, and the plug-in version means it can use electricity to help save on fuel.
Year-over-year means comparing how something did this year compared to the same time last year. It's a way to see if things are getting better or worse over time.
The Nissan Leaf is a popular electric car that runs on battery power instead of gasoline. It's designed to be environmentally friendly and is known for being affordable and easy to drive.
The Infiniti QX80 is a large luxury SUV that offers a lot of space and comfort. It's one of the top models from Infiniti, a brand known for its premium vehicles.
The Infiniti QX60 is a smaller luxury SUV compared to the QX80. The 2026 model will have new designs and features to make it more appealing to buyers.
Car
Infiniti QX65
The Infiniti QX65 is a new SUV model that Infiniti plans to release. It will add to their range of luxury vehicles, but specific details are still being revealed.
e-Power technology is a way to make cars more efficient by using both a gas engine and electric motors. It helps save fuel while still providing good power for driving.
LIVE
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.
About this episode
Nissan Canada President Steve Rhind discusses his strategic priorities and the evolving automotive landscape in Canada. He emphasizes the importance of dealer relationships and customer satisfaction while addressing challenges such as tariffs and product availability. Rhind highlights Nissan's focus on affordability with new models like the Kicks and Sentra, and the introduction of hybrid technology to meet market demands. The episode also covers recent Canadian automotive sales trends and the outlook for 2026, showcasing Nissan's commitment to growth and innovation.
2025 sales were up; a better way to defrost; 401 Group expands in Ontario. Plus, new Nissan Canada President Steve Rhind talks about his new role, his priorities, dealer relations, affordability, product mix, new Canadian buyers, and more.
