Nissan adds Autech sub-brand to its Japanese lineup

Khodrocar - Nissan has launched a second sub-brand in Japan. Autech will offer enhanced ownership experiences for existing Nissan vehicles, and will propagate throughout the company's Japan lineup.

Founded in 1986, Autech is a Nissan subsidiary tasked with creating specialty cars that were not meant for mass market production. Examples included a four-door Skyline GT-R, long-wheelbase versions of its standard sedans, a convertible version of the S15 Silvia, and high-performance versions of many of its standard cars.

However, with the expansion of the NISMO brand to fill the performance niche, Autech is now focusing on a more luxurious customer experience. According to Nissan, Autech cars will "emphasize premium craftsmanship, with top-quality materials and immaculate attention to detail." Until now, Autech built cars were often marketed under numerous other grade names, like Axis, Rider, Bolero and Mode Premier. Now they will be unified under Autech.

The first vehicle to undergo the Autech transformation is the Japan-market Nissan Serena van. It will be sold with an exclusive blue and silver color scheme. It will have an upgraded suspension and cosmetic enhancements, but it won't be as hard core as a NISMO version. Autech is also looking at offering a personalization program, with multiple interior color choices and materials.

Thus far, the Autech program is exclusive to Japan.