Nissan Sales Data & Trends for the U.S Automotive Market
Nissan used to be the perennial #3 of the Japanese manufacturers in the United States, and in 2016 it came within 50,000 sales of taking #2 from Honda after years of closing the gap, and in 2017 the gap was just 46,000 sales. However, pushing for volume instead of profit by discounting its cars and dumping them on rental fleets hurt Nissan’s brand image and it has been trying to turn that around, which has resulted in sales declines in both 2018 and 2019. Its annual US sales record of nearly 1.5m/year is still very far from the 2.0m+/year recorded by the Japanese #1, Toyota, and seems out of reach until Nissan refreshes its line-up.
Part of Nissan’s success in recent years stems from the proliferation of different models: in 2015 it has 19 different models on sale, compared to 11 for Honda and 15 for Toyota. In addition to covering pretty much every mainstream and SUV segment there is, it also offered oddball cars (Cube), sportscars (370Z and GT-R even though both haven’t been updated in almost a decade) as well as pickups (Frontier and Titan) and commercial vans (NV and NV200). And while it traditionally hasn’t led any individual segments, it has some hits on its hands in the shape of the Altima, Versa, and Rogue, all of which are nipping at the heels of the segment-leaders.
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