Shouldn’t everyone at Nissan be focused on appealing vehicles, not sharp knives?

By Gary S. Vasilash

Somehow this doesn’t seem. . .right.

Nissan, as is well known, is having some overall market difficulties.

Nissan Design America has taken this moment to collaborate with Chef Hiroyuki Terada and knifemaker Kiryu.

The collaboration has created the Z NISMO Precision Sushi Knife.

According to Nissan, this execution was performed because Precision, Performance and Expertise are qualities that the Nissan Z car and Japanese knife-making share.

Last year in the U.S. Nissan sold 3,164 Z models in the U.S.

That is a small number. But it is a 78.7% increase over the previous year.

It is two more vehicles that Alfa Romeo Stelvios sold in the U.S. in 2024. Not exactly a vehicle that is top of mind.

The point is: Nissan needs to move more metal.

And not the kind used to produce knife blades.

The company ought to be 100% focused on products of a vehicular type.

Sure, the Z NISMO Precision Sushi Knife may be a bit of a diversion.

But it really can’t afford people paying attention to anything else than vehicles.