For enthusiasts who have been holding off on buying a Nissan Z due to outrageous dealer markups, the wait has finally paid off. After years of excessive pricing, dealerships across the U.S. are now offering the 400-horsepower coupe well below its sticker price.
When the latest-generation Nissan Z debuted in 2022, even a twin-turbocharged V6 and manual transmission weren’t enough to overcome some divisive styling choices and, more importantly, astronomical markups. Dealers eager to cash on the anticipation for Nissan’s newest sports car soured the launch, with some markups exceeding $50,000—turning what was supposed to be an affordable performance car into an overpriced luxury item.
Now, things have taken a dramatic turn. Autoblog analysis of some 650 Nissan Zs on Cars.com found that only a small percentage of listings have any markup, a sharp reversal from what enthusiasts have grown accustomed to over recent years. In fact, the vast majority of listings — 82% — were marked down. Sales of Nissan’s newest Z have been dampened since launch thanks to chronic markups, but the current wave of discounts could ignite renewed interest in one of the brand’s most iconic nameplates.
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What’s behind the price drop?
The drastic price reduction is due to a combination of factors. First, the overall market for sports cars remains niche, and the initial wave of Z hype has died down. Second, Nissan as a brand has been struggling with sales in recent years, leading dealers to push for volume rather than high-margin markups.
Nissan
The strategy appears to be paying off. After selling just under 1,800 Zs in 2023, price drops helped Nissan dealers increase that figure by some 80% the following year, selling 3,164 Zs in 2024. In a surprising feat, the Z even managed to outsell Toyota’s GR Supra in 2024.
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From ridiculous markups to below-MSRP deals
People like Nick Scherr, a Nissan salesman from Avondale, Arizona, led the resistance against inflated dealer markups. Known in the community as “Nismo Nick,” Scherr took it upon himself to track down Z inventory across the country and sell the cars at sticker price or below.
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“I have purchased Zs from over 20 dealerships nationwide,” Scherr told The Autopian last May. “I then sell them to Z enthusiasts for MSRP or lower with no dealer adds and no dealer accessories.”
Scherr’s approach has paid off. By buying up unsold inventory from dealers struggling to move Zs, he has become the country’s highest-volume seller of the car. His customers range from young first-time sports car buyers to longtime Z fans looking to add the latest model to their collection. Now, Scherr’s approach has become the norm across Nissan dealerships, with Zs commonly listed below MSRP.
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Analyzing the Nissan Z landscape
To understand what the current landscape looks like for Nissan Z, we collected data for 652 Zs listed across the country on Cars.com, containing the list price and MSRP.
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From that data, we found that just six cars—less than 1%—were marked up. Of those six, the average markup was about $7,000. A 2024 Nissan Z Nismo listed for $84,325 in Louisville, Kentucky, had the biggest markup of any Z in our dataset, exactly $15,000 over MSRP.
About 17% of the listings, 111 cars in total, were listed at MSRP with an average price of $57,856. The majority of listings, 535 in total, were listed below the MSRP, with an average markdown of $6,100. A 2024 Nissan Z Nismo listed for $52,369 in Skokie, Illinois, had one of the biggest markdowns in our data set, $14,521 below MSRP. If you’re looking for a real steal, there are two 2024 Nissan Z Sports listed for $34,900 in St. Peters. Missouri, each $10,000 below MSRP.
Is now the perfect time to buy a Nissan Z?
For those interested in the Nissan Z, this might be the perfect time to make a move. With discounts being the norm rather than the exception, potential buyers can finally get the car at a reasonable price.
Nissan
And unlike the early days when only automatic models were widely available, both the 6-speed manual and 9-speed automatic variants can be found at these reduced prices. We found a 2024 Nissan Z Sport specced with the manual transmission for $37,777 in Cookeville, Tennessee, $7,123 below MSRP.
That said, Nissan’s strategy of pushing volume over profit raises questions about the car’s long-term viability. The Z is still a low-production sports car in a market that increasingly favors SUVs and EVs. If Nissan continues selling it at a loss, the company may have to make tough decisions about its future.
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Final thoughts
The days of eye-watering Nissan Z markups are officially behind us, making now one of the best times to buy the iconic sports car. With most dealerships offering below-MSRP pricing, enthusiasts can finally get their hands on a twin-turbo, rear-wheel-drive coupe without breaking the bank.
However, the sharp discounts also highlight the challenges Nissan faces in keeping the Z relevant in a changing market. Whether this pricing shift reinvigorates interest in the model or signals a last push before an uncertain future remains to be seen. For now, though, buyers can celebrate the fact that patience has finally paid off.
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