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Nissan's Getting Serious About Its Autech Sub-Brand In Japan


Want to sportify your Nissan in Japan? There are two names to know: Nismo, of course, but also Autech.

Described as a line of �sporty, high-performance models with enhanced quality and comfort,� the Autech range is out to upgrade existing Nissan models in the Japanese domestic market.

The relaunched sub-brand brings together models labeled until now as Axis, Rider, Bolero, and Mode Premier � all of which will now be integrated under the Autech name.

That starts with the Nissan Serena Autech, which launches today in Japan, giving the angular minivan more of a custom look and feel.

"Nissan will offer different core values through our two sub-brands, NISMO and AUTECH," said Takao Katagiri, head of Nissan's performance operations. "We�ll continue offering a variety of programs to help our customers enjoy their Nissan vehicles even more."

While Nismo models will continue to focus purely on performance, the Autech line will take a more tangible quality-driven approach, emphasizing �premium craftsmanship, with top-quality materials and immaculate attention to detail.�

The unification of the Autech range follows the recent expansion of the Nismo lineup, which has already grown to include performance versions of the GT-R, 370Z, Juke, Note, March, and Serena.

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