(March 5, 2024) NASHVILLE, Tenn. – Nissan is cutting the Ariya electric crossover's sticker price to spur demand for its second electric model. The 2024 model year's suggested retail price is getting an 8-10 percent haircut depending on trim level.

The entry Ariya model starts at $40,980 — a $3,600 discount over the outgoing model. The top-of-the-line Platinum+ e-4ORCE variant begins at $55,580, or $6,000 less than the 2023 model. Prices include shipping, which increased by $25 to $1,390 for the new model year, Nissan said Monday.

Nissan is late in responding to a price war in the EV segment triggered by Tesla last year and exacerbated by cooling demand for battery-powered vehicles.

The Ariya was billed as Nissan's shot at redemption after the EV pioneer lost its early lead in the segment to Tesla and others. But the crossover has had muted market success since its sale in 2022. Nissan delivered 13,450 Ariya crossovers last year. Nissan reportedly has about 4,500 2023 model-year Ariya vehicles idling on lots. That inventory could linger into early summer.

The Ariya suffered a nearly year-long launch delay, followed by supply shortages. A change in the federal EV tax incentive program to favor North American-made vehicles hurt the imported Ariya's competitiveness.

As it grappled with tight Ariya supply early in 2023, Nissan held off from cutting prices. Meanwhile, the popular all-wheel drive variant didn't launch in the U.S. until the spring.