Nikon is stuck with a single real product, the dSLR, mostly built around Sony sensor tech.
"Mostly built" around Sony sensor tech?
What makes the D810 better than even Sony's own cameras at low ISO is Nikon technology.
What makes the Nikon D5 and the Nikon D500 have far superior AF for action is Nikon technology.
- "Autofocus and performance
Autofocus is the D500's great strength: along with the D5 it's the best we've ever used. Just as mirrorless cameras appear to be closing the gap when it comes to following simple subjects, the D500 comes and blows them (and its DSLR rivals) all out of the water. It's not just a question of the mirrorless-esque across-the-frame AF coverage or of the number of cross-type focus points, it's this plus some of the best subject tracking we've seen and the fine-grained customization that allows the behavior to be tailored to shoot a wide range of different sports."
Sony is eating their lunch in luxury compacts RX100, all-in-ones RX10, Olympus and Panasonic in small sensor mirrorless, and Sony in large-sensor mirroless.
Canon at least have a pro and prosumer video positioning with C100 and C300 and the 5D3. And it's their own tech.
Sony is bigger than Nikon and Canon put together. That Canon is bigger than Nikon, again, is meaningless.
When it comes to the best overall cameras, and best overall lenses, Nikon produces the
finest quality.
Again, it is
Nikon's own tech which makes its D810 a better overall camera than the A7rII and 5DSr, and makes the D500 a better overall camera than the 7D II and the A6300.
I'm not writing Nikon off completely, but they really haven't kept up with the times. A management failure.
Edmund
Nikon's only "failure" (IMO) is to try to be a huge giant, and dabble in "everything," rather than just sticking to what they do best: making the best DSLR cameras, and finest DSLR lenses, in the industry.
Even Zeiss' Otus line only occupies 2 of the top 10 slots, quality-wise, while Nikon's super-telephotos occupy 4 slots.
Nikon also makes the best entry DSLR, mid-level DSLR, landscape DSLR, and pro DSLR.
Though Sony's A7r II might be better at higher ISOs, it is crushed at base ISO by the D810.
Though the new Canon 1Dx2 has better video, it is beaten in high ISO capability, and crushed in AF speed + accuracy by the D5.
This isn't any kind of a "failure," it is Nikon owning the "DSLR excellence" department.
If Nikon sticks to their core competencies, and stops trying to do "everything" gadget-related, they will always have customers.
I renew the Porsche-Toyota analogy ... Toyota may have more market share, but that doesn't make their cars more desirable to drive than a Porsche.