Nissan UK introduces cheaper Ariya to qualify for government subsidy

The global market for electric cars is starting to resemble a high-stakes game of chicken, with automakers daring each other to see who can drop prices the lowest. Nissan, after watching from the sidelines, has now jumped into the fray and made the Ariya more affordable in the United Kingdom.

But this is more than just a simple discount - it's a calculated move designed to work with government incentives. In the UK, a government grant helps lower the cost of new electric cars, but only for vehicles priced below a certain threshold.

The original Nissan Ariya was priced just over that limit, making it eligible for only a partial grant. In response, Nissan introduced an entirely new entry-level model, the Ariya Shiro, specifically to slide under that price cap and unlock the full savings for buyers.

With the new government grant applied, the Ariya Shiro starts at $46,000. This represents a massive price reduction of over $8,200 compared to the previous base model, which started at $54,444. This new, cheaper version of the Ariya comes with a 63 kWh battery pack.

According to the WLTP testing cycle, this battery provides a range of up to 251 miles. It's important to remember that WLTP figures are often more optimistic than the EPA estimates used in the United States.

Nissan also adjusted the price of the Ariya version with a larger, 87-kWh long-range battery. This model, which offers a more substantial WLTP-rated range of 329 miles, now also qualifies for the grant thanks to its new starting price of $48,800.

This leaves only the top-tier, performance-oriented Ariya models - the all-wheel-drive e-4ORCE and the sporty Nismo variant - outside the scope of the UK's electric car grant program.

The new, aggressive pricing on the Ariya is just one piece of a much larger puzzle for Nissan. Fiona Mackay, the company's UK marketing director, stated, "And this is just the beginning," hinting at a wave of new electric vehicles.

Nissan is preparing to launch a next-generation LEAF, the car that arguably kick-started the modern EV movement, later this year. This will be followed by an all-electric version of the popular Juke crossover in 2026. These models, along with the recently introduced electric Micra, are part of Nissan's major investment in its Sunderland manufacturing plant.

These specific price cuts and the "Shiro" model are currently exclusive to the UK market, but the new strategy reveals Nissan's willingness to compete fiercely on price to move its electric cars. The source material briefly notes that Nissan is also creating savings opportunities in the US market ahead of a federal tax credit deadline.

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