2004 Nissan Maxima

With its new, sixth generation Maxima sport sedan, Nissan has staunchly resisted homogenization. When Nissan's Altima bowed last year, it basically offered everything the existing Maxima did, but in a more affordable and nominally sporty package. Nissan marketers urged patience, insisting one model alone could not deliver the competitive midsize sedan volume they sought. Even more importantly, they wanted loyalists to know they would soon introduce an all-new Maxima that would please decades of buyers who proudly considered it a 4-door sports car. Initially very well received, the Altima jumped out to a 200,000-unit head start, up 50,000 units over its predecessor. But loyal Maxima fans who've waited, as well as new converts, won't be disappointed. Nissan general manager, Bill Kirrane, calls the Maxima "a wolf in wolf's clothing." He's not kidding.

For the new Maxima, stylists and engineers insisted on "a degree of Z-ness," referring, of course, to last year's very successful re-launch of the 350Z sports coupe.

Japanese car companies love to conceptualize development themes, then they execute a new model that's true to its pre-determined concept. For the new Maxima, stylists and engineers insisted on "a degree of Z-ness,' referring, of course, to last year's very successful re-launch of the 350Z sports coupe—a car that helped freshly resurrected Nissan convincingly redefine itself. You can see echoes of Z styling elements in the Maxima's triangular taillights, its creased hoodline, bold headlights, spoked alloy wheels, 3-port gauge cluster and running gear that includes an upgraded 265-hp version of the company's high-revving VQ V-6, along with an available 6-speed manual transmission and helical-geared limited-slip differential.


Curiously, the standard trans in the SL is a four-speed automatic, as though they're telling you to buy the stick. The supremely state-of-the-art V-6 has electronic throttle, direct injection, variable induction and variable valve timing, and molybdenum coated pistons, to name just a few attributes. The tuned exhaust exits through a high capacity muffler and distinctive quad tailpipes with a note that's just right. There are two flavors. The sportier 3.5 SE comes standard with aggressive P245/45R18 V-rated tires; a more benign version, the 3.5 SL, gets by with very decent, P225/55R17 H-rated rubber. A gated, 5-speed electronically-controlled automatic with a manual shift gate is standard on the SE.

The Maxima's interior with the optional Elite package features a pair distinctive rear buckets and useful center console plus a rear sunshade and rear seat heaters.

Nissan's 2-sedan (Altima and Maxima) game plan turns out to be a good idea. Many unseen parts under both skins are shared, but the two cars have distinctively different personalities. Here's the plus: Typically, Toyota Camry and Honda Accord each sell around 400,000 units, annually. To do that, with one model, you market a car that's rather broadly positioned. Nissan differentiates itself from those two higher-volume contenders by offering two separate models. The redesigned, more up-market Maxima leaves Altima to battle Camry and Accord. It's been repositioned as a premium sport sedan against the 'near luxury' Acura TL, the Audi A4 V-6 and, because of its larger size, the Toyota Avalon. Taking another page out of the Toyota and Honda playbooks, for the first time, all Maximas will be assembled in Nissan's efficient Smyrna, TN plant, with engines built nearby in Decherd, TN. The Maxima has steadfastly delivered about 100K units, annually. We think the new model will do even better. So while Nissan's total midsize sedan sales won't top either Accord or Camry, they'll come closer than ever.


The new '04 Maxima is longer than the '03 Altima by one inch in wheelbase and two inches in overall length, and it weighs about 200 pounds more (eclipsing its 20-hp advantage). Interior volume is less than one cubic foot larger. While the Maxima's arched roofline, notched C-pillar, chiseled fenders and truncated deck are reminiscent of the Altima's, if considerably more aggressive, its grille is distinctively different, with dozens of plated buttons that the "King of the Kustomizers" George Barris, and GM's flamboyant Bill Mitchell would have loved. There's also a distinctive—if somewhat curious—narrow, longitudinal Skyview roof, which permits front- and rear-seat passengers a peek heavenward. You can get a conventional Power Glass Sunroof if you want, which we're guessing most buyers will prefer. The Skyview roof, obviously an industry first, is a bit odd and arguably the answer to an unasked question. All told, we like the looks of the Maxima better than the Altima—those wheelwell-filling 18-inch alloys help a lot.