The mid-size sedan segment is arguably the most competitive it has ever been, but Nissan believes it can nab a larger share of the segment with its all-new 2013 Altima sedan.
In fact, Nissan is not only looking to capture a bigger share of the market with the Altima, but also knock-off the segment-leading Toyota Camry.
"We didn't put all of the investment into this product and put in all the features with an expectation to be No. 2," Bill Krueger, vice chairman of Nissan Americas, told Automotive News. "Ultimately the consumer's going to vote with their purchase whether or not we sell more than anyone else."
The Altima certainly has the momentum to dethrone the Toyota Camry as it recorded 41,000 sales during the month of March.
However, a few things stand between the Altima and its lofty goal, namely the Hyundai Sonata and redesigned versions of the Honda Accord, Ford Fusion and Chevrolet Malibu.
Nissan has already stated that there are no plans to place incentives on the hood of the 2013 Altima, which could also hurt the car's sales.
"I'm willing to build demand by putting value out in the market place. But I'm not willing to cut and trim profit margin to try and beat a number that one of our competitors is doing," Krueger said. "We don't have any intention of piling incentives on it to try to chase a number."
The 2013 Nissan Altima began production on Tuesday and should begin to arrive on dealer lots within the next few weeks.