Want to give artificial intelligence a headache? Ask it what tariffs will do to auto prices this year.
I queried four AI bots and received four nicely worded, comprehensively researched, and generally objective versions of “I dunno.” With White House trade strategies–a term used loosely–that shift with each news cycle, one supposes that is to be expected.
Just two days ago, the president cut a deal that will make it cheaper to import an English Jaguar with 100% foreign parts than buy a top-of-line (and faster) Canadien-built Dodge Charger with 50% American parts, a fact the Big Three quickly brought to the president’s attention.
These sands are still shifting, and so are the producers’ plans to deal with them. To be sure, some car makers have already boosted prices, as Ford did to models assembled in Mexico. Some foreign-based manufacturers will cease shipping models to the US, marginally reducing supply.
All are telling shareholders to expect billions of dollars in costs as factories absorb costs. Toyota, which tends to play the long game, just concluded a so-so first quarter with $30 billion in profits and seven of the 10 fastest-selling vehicles in the American market, intends to protect market share by eating tariffs.
Other companies are planning shifts in production strategies, terminating some models while shifting others on shore, which they can do. Nine foreign automakers operate 31 vehicle, battery, and component plants in the US, not because of recent tariff threats but because “build them where you sell them” has been a conventional wisdom in the industry since the 1970s.
For those in the market today seeking my expert–again, loosey used–advice, let me offer this clear, unambiguous thought: I dunno, but I would sure include Nissan on my shopping list.
NISSAN: SELL CARS
Why? Nissan is having a lousy year and has more inventory sitting on lots than anyone, and some are pretty darned good. The company is behind the curve in product development but still builds solid vehicles.
Last week, we pointed out that Frontier has one of the few V6 powerplants to be found in a midsize pickup, and with steep dealer discounts and manufacturer incentives, it is the value leader, especially for those seeking a work truck.
This week, let us consider families who seek space without bulk, comfort without luxury pricing, and versatility without sacrificing drivability. That would be a midsize crossover, which splits the difference between compact crossovers (tight on cargo room) and full-size SUVs (expensive, thirsty).
The all-new Nissan Murano may not be the best in this class, but it delivers bigly on passenger comfort, smooth highway manners, tech and safety features, and stylish design. A base SV trim starts at $40,470, which jumps $1,000 to add AWD. Starting at $46,560, a mid-range SL AWD adds a long list of goodies. A top-of-line Platinum AWD starts at $49,600.
Those are the starting prices. Dealers are knocking roughly 8% off MSRP, and Nissan is handing out up to $3,000 cash plus attractive finance and lease deals for those with strong credit.
And that is just this month. On June 3, Nissan will put dealers on a step pricing plan that rewards a single metric: volume. Dealers will have a quarterly goal; if they hit 90% of the goal, they will receive a $250 bonus per vehicle sold. If they hit 100%, that jumps to $500 per vehicle. That is for all of them, not just the additional 10%. If the dealer hits 110% of the goal, the bump jumps to $1,000 per vehicle.
So if a buyer is trying to wrangle an additional $1,000 off a vehicle and the quarter is drawing to a close, the debate is not about that $1,000; it may be the difference between a $50,000 and $100,000 bonus to the dealership.
In the age of tariffs, competitors will unlikely have as much pricing flexibility, though it is notable that “build them where you sell them” has strongly influenced this sector. Here’s how that shakes out:
The Nissan Murano is assembled in Canton, Mississippi, and 68% of its parts are North American-made. It shares a platform with the Tennessee-built Altima.
The Honda Passport is assembled in Lincoln, Alabama, and 72% of its parts are made in North America. It has the highest domestic content in this segment.
The Chevrolet Blazer is assembled in Ramos Arizpe, Mexico, and has 61% of its content made in North America. It would be duty-free under the prior agreement.
The Mazda CX-9 is assembled in Hiroshima, Japan, and 39% of its parts are from North America. It is a fully imported model.
The Hyundai Santa Fe is assembled in Montgomery, Alabama, and has 53% of its parts made in North America. Its hybrid batteries are imported from South Korea.
The Toyota RAV4 is assembled in Georgetown, Kentucky, and in Woodstock, Ontario, Canada. Its parts are respectively 65% and 60% made in North America. It is the best-selling SUV in the United States.
However, none of this matters if one does not like the car. In the case of the Murano, there is a lot to like. We found the ride and handling among the best in class, while the technology, though a step behind some competitors, is more than sufficient.
STRENGTHS OF THE 2025 NISSAN MURANO
Refined Interior: High-quality materials, modern design, and advanced technology create an upscale cabin environment.
Comfort Focus: “Zero Gravity” seats and a quiet ride prioritize passenger comfort.
Improved Transmission: A new nine-speed automatic generally offers a more engaging experience than the previous CVT.
Distinctive Styling: The Murano offers a more style-focused alternative to utilitarian competitors.
Standard Safety Features: Comprehensive suite of driver-assistance systems.
WEAKNESSES OF THE 2025 NISSAN MURANO
Fuel Economy: Nissan replaced its tested V6 with a variable-compression 2.0-L variable-compression powerplant that only slightly improved fuel efficiency. Nisan is into the third iteration of this engine, and it seems to be holding up. Still, its complexity raises long-term durability concerns. The Passport does worse in fuel economy, but the Honda V6 engine is legendary. The RAV4 runs away with the fuel economy race here, but dealers cannot keep it on the lot, so expect to pay more.
Ergonomics: Some touch-sensitive controls may prove distracting for specific users.
Premium Price Point: Positions against a broader range of competitors, including some three-row and entry-luxury models.
Performance: While adequate, the new engine’s horsepower is slightly down, and it may not satisfy those seeking overtly sporty performance.
BOTTOM LINE
The 2025 Nissan Murano represents a concerted effort by Nissan to modernize and elevate its two-row midsize SUV. Updated styling, significantly improved interior, and new transmission address key areas of its predecessor.
It carves out a space by delivering a comfortable, stylish, and near-premium experience for those who do not require three rows of seating. Given the right deal, it may be the bargain leader in America’s most competitive segment.
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