- Nissan has trademarked the Primera name in multiple markets, including Malaysia.
- An electric sedan could help Nissan challenge the Tesla Model 3 and VW ID. 7.
- The company has pledged to launch 30 new models over the next few years.
Nissan is facing some serious financial challenges these days, so much so that it recently led to the resignation of its CEO. The Japanese company is fighting to stay afloat, but a recent trademark filing in Southeast Asia suggests that the brand might have an old trick up its sleeve—bringing back a long-forgotten model.
The Primera name has made a surprising reappearance in fresh trademark filings across multiple markets, including Malaysia. A screenshot of the filing, shared with us by EnhanceCars, shows a submission date of February 13 and lists the status as pending.
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While it’s entirely possible that Nissan is just covering its bases by protecting the rights to an old name, it could also point to a plan to resurrect the Primera, something that would be a bit bolder, and more interesting, than we might expect.
A Look Back at the Primera
The Nissan Primera was originally introduced in 1990 as Nissan’s mid-size sedan for Japan and Europe. It was followed by a second generation in 1996 and a third in 2001. The final iteration, which gained attention for its quirky design and “futuristic” interior, was in production until 2007, at which point it was discontinued without any direct successor.
Across its three generations, the Primera was available in a range of body styles, including a four-door sedan, five-door liftback, and a wagon. The car also found itself in the spotlight in the late ’90s when a second-generation sedan took the BTCC championship in 1998 and 1999.
The Primera was primarily sold in Japan, Europe, and the UK, while a sedan variant was marketed in North America as the Infiniti G20 from 1990 until 2002, before being replaced by the G35.
In Europe, the Primera was up against competitors like the VW Passat, Ford Mondeo, Opel Vectra, Mazda6, Toyota Avensis, Renault Laguna, and Peugeot 406. However, as SUVs began to dominate, many of these models were phased out, except for the Passat, which, like a stubborn uncle at a family gathering, refuses to go anywhere.
Should Nissan Bring It Back?
Back in March 2024, Nissan made a pledge to introduce no less than 30 new models by 2026, including 14 combustion cars and 16 fully electric vehicles. However, a few months later, it stated that some of those models might be delayed. Regardless, the teaser image they released hinted at a diverse lineup, ranging from SUVs and pickups to hatchbacks, coupes, sedans, and minivans.
Of these 30 models, six are intended for Europe, and five for Japan. So, if Nissan is seriously considering reviving the Primera, it could fit into one of those categories.
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The idea of reviving the Primera as an ICE sedan seems like a bit of a stretch, to say the least, especially in Europe, where sedans are about as popular as rotary phones. Plus, slapping the Primera name on an SUV wouldn’t make much sense, considering Nissan already has its hands full with the Juke, Qashqai, and X-Trail.
A Chinese-Based EV?
However, there’s a more interesting and viable possibility: What if Nissan is considering an all-electric Primera to compete with the likes of the Tesla Model 3, Mazda 6e, or Volkswagen ID.7? It’s not out of the question. After all, Nissan could save a lot of cash by sharing platforms, perhaps using the Chinese-spec Dongfeng Nissan N7 as a base.
This move would be similar to Mazda’s strategy with the Mazda 6e, which is based on the Deepal SL03 sedan produced by Mazda’s Chinese partner, Changan. Mazda’s electric 6e is set to launch in Europe later this year. So, if Nissan wants to get in on the electric sedan action without reinventing the wheel, this could be their best move.
日産が国外で取得した商標です pic.twitter.com/RXT8FxgovR
— 新車情報X (@Enhance_Cars) March 11, 2025