Nissan aims to bounce back from its worst global loss in 25 years, with a major focus on reviving its U.S. market performance. Nissan Americas Chairman Christian Meunier emphasized the need for the U.S. to “rock and roll again.”

Allyson Witherspoon, who returned as U.S. chief marketing officer last year after leading global marketing in Japan, is key to this effort. She faces challenges including cost cuts and new U.S. auto tariffs amid a forecasted $1.4 billion Q2 loss.

Witherspoon aims to change perceptions about Nissan’s quality, which suffered nearly a decade ago. “Nissan now scores well against its competitive set when it comes to quality, and I don’t think enough people know about that yet,” she said. Recent J.D. Power rankings show Nissan’s Murano and Kicks leading their classes.

A new U.S. marketing campaign launching mid-July will feature bold visuals of Nissan vehicles in extreme conditions. The strategy will prioritize shorter, digital-focused content over traditional TV ads.

Witherspoon also shared her experience dealing with burnout after returning to the U.S., balancing global and domestic roles. She began a LinkedIn series, “Outside the Comfort Zone,” to share personal insights and encourage conversations around workplace wellbeing.

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