Canon seems fairly determined, as being the highest volume manufacturer of them, to hang on to their DSLRs: after all, they help to keep Canon top of the camera sales charts, which appears to be their main goal in life.
Nikon is not?
There was an interesting thread in the Z-mount forum discussing Nikon's market position. Thom Hogan, a longtime observer of the digital imaging market, shared some insightful comments on the challenges facing Sony and especially Canon in their efforts to compete for global market share. Here's one post:
https://www.dpreview.com/forums/post/67948407
Historically, sales of entry level and compact cameras have fueled a brand's global market share in sales volume. With the smartphone camera having dispatched of the dedicated compact digital camera market years ago and eating deeper into entry level (enthusiast and professional to a lesser extent) sales, the Big 3 have cut back on the manufacture of new entry level mirrorless models to focus on higher end bodies.
Nikon stopped investing in the development of new DSLRs years ago. (
https://m.dpreview.com/opinion/5802...-the-only-question-is-how-far-behind-is-canon) They've significantly cut back on production of DSLRs. Their focus is squarely on Z-mount as their only platform. The Z9, Z8, Zf, and Z6III demonstrate their emphasis on higher end products.
Sony deploys Nikon's old strategy of continuing production and sale of old model (mirrorless) product. Canon still sells DSLRs in large numbers. These are strategies that fuel their global market share numbers...but at what cost?
As discussed in the above thread, camera dealers pay for product upon receipt. The sale of the camera is revenue for the store. Discounts and instant rebates are strategies for moving product that doesn't sell, well...read DSLRs and entry level mirrorless.
In Canon's case, the sale of a DSLR may contribute to their pursuit of the label, #1 camera maker in the world, but it is in direct conflict with building the customer base invested in RF mount. In all cases, deep discounts and rebates lead to sales of product at prices that don't keep the lights on. Manufacturers have ways of compensating dealers for losses (e.g. credits toward future inventory) but it's a cycle that isn't sustainable.
So, while Nikon isn't chasing the global market share crown, they are competive in total revenue generated by mirrorless sales. There is even some indication reading between the numbers that they enjoy periods of besting Canon in full-frame sales.
https://www.dpreview.com/forums/post/67948413
It'll be interesting to see how the R1, R5II, A9III and A1II fair over the next year. This is Canon and Sony's window to leverage interest b in their new products and slow Nikon's growth. Nikon will counter with
very aggressive pricing (Z9 at sub-$5K and Z8 at near-$3K) too keep pros and serious enthusiasts in the fold until a Z9II is released.
As I've written in the Z-mount forum, I think Nikon has an opportunity to redefine the Z7 series as a product for professional content creators and to carve out a beachead in the niche but potentially lucrative high end videographer market. A video-centric Z7III may not sell in huge numbers but would contribute to Nikon's improving mirrorless revenue position.