Nissan’s decision to reposition the Murano as a stylish, urban-friendly midsize crossover for 2025 was a bold move in a segment currently dominated by rugged, adventure-inspired SUVs. While its sleek redesign and upmarket vibe have garnered attention, the Murano now faces an inventory glut as dealers struggle to match supply with demand.
Automotive News reports that Nissan is offering dealers incentives of $1,000 to $2,000 per unit to move excess inventory, amid swelling stock levels nationwide.
Inventory Pile-Up Amid Shifting Consumer Tastes
Data from Cox Automotive shows a five-month supply of 2025 Muranos sitting on U.S. dealer lots, a 15% increase since March. The supply now sits at 133 days, signaling slower-than-expected sales velocity. In response, Nissan has reportedly reduced its production target for the year by 21%, lowering it from earlier projections to 47,410 units.
This situation underscores the difficulty of predicting demand for a model that bucks the prevailing trends. While off-road-inspired design cues dominate the midsize crossover segment, even extending into categories like supercars, the Murano is unapologetically designed for urban driving.
Why the Shift to Urban Sophistication?
“We leaned into the Murano’s urban, refined character,” said Jeff Pope, Nissan’s Vice President of Model Line Marketing Operations. “Understanding what kind of segment share you can achieve with that kind of product, compared to something more traditional like the Pathfinder, was always going to be a challenge. We front-loaded production early on to meet what we anticipated would be strong demand.”
Indeed, Nissan’s other midsize offering, the rugged Pathfinder, continues to perform well by directly targeting adventure-seeking families, even those who rarely leave paved roads. The Murano, in contrast, seeks to appeal to urban professionals looking for comfort and sophistication.
Encouraging Signs Amidst the Headwinds
Despite the inventory challenges, the 2025 Murano has shown signs of positive momentum. Q1 deliveries rose 84% year-over-year to 8,702 units, as buyers begin to respond to the new design and focus. This is a welcome improvement for a model that previously struggled in 2024; the outgoing Murano barely outpaced newcomers like the Mazda CX-70 and Toyota Crown Signia.
Nissan’s bold HVAC design featuring touch-capacitive controls on wood-grain-look trim highlights the Murano’s upscale, city-centric approach. Yet this very refinement may also narrow its appeal in a market leaning more heavily toward rugged aesthetics.
Looking Ahead
The challenge for Nissan now is to recalibrate its strategy, balancing production with actual demand for this distinctive crossover. While the 2025 Murano’s elegant styling and premium features give it a niche appeal, only time will tell whether this urban-focused gamble will ultimately pay off in a segment driven by adventure-ready design.
