Will Nissan bounce back?

Helping hand: Models like the new Qashqai (left) and Navara (below) will help Nissan increase its market share in 2021.

New products, greater fleet and rental sales to help Nissan Aus move past COVID

NISSAN Australia is confident it can bounce back from a COVID-interrupted 2020, with a raft of new products and stronger channel mix to help the brand claw back its segment share which has been reduced over the last 10 months.

To the end of October, overall sales for the Japanese car-maker have fallen by 28.9 per cent – more than the 18.8 per cent average fall for the broader automotive industry – leading to the brand having its overall market share drop from 4.7 per cent in October 2019 to 4.1 per cent.

V rozhovoru pro GoAuto, Nissan Australia managing director Stephen Lester said he was happy with the way the company dealt with the pandemic in 2020, saying the Australian arm could only work with the cards it has been dealt.

“I’m really impressed with the resilience of the team and dealers first and foremost, and everybody is going through a variety of challenges relating to COVID, and the outcomes and result of other decisions being made that you can’t impact means that you’re forced to continue to control what you can control locally, and as a result I think people have done overall an exceptional job battling, recovering and putting on a positive face on how to get the job done,” he said.

“And from a commercial standpoint, the results, I think we’ve got along quite well this year.”

Kdy GoAuto talked to Mr Lester last December, he said Nissan was already expecting difficult sales conditions in 2020, before COVID-19 further ravaged the new-car market.

However he did say he hoped Nissan would grow its segment share, a hope which has failed to materialise.

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Mr Lester said the primary reason for the loss of share in 2020 was due mainly to fleet and rental sales, which have understandably dropped off significantly this year.

“It all comes down to channel mix, as I was mentioning we’ve had really strong growth in retail channel (private and ABN sales) which is positive,” he said.

“When you look at the market share erosion it’s really coming from the fact that in particular some of the fleet and rental channels, and even things like company cars where we’re not doing as much because people aren’t driving as much or rental’s not there.

“From our standpoint it’s not where we want to be aspirationally, but looking forward to new products like Navara will continue to help support that overall share recovery and again re-balancing the channels as we go forward and of course all that’s been affected this year by COVID.”

As for how to correct the sales downturn – Nissan’s last year of growth came in 2018 where it saw a 2.0 per cent overall lift – Mr Lester said the prosperity of the wider industry hinged on the outcome of COVID-19 and the production of a vaccine, however a range of incoming new product would help bolster the brand’s appeal.

“I think we’re all at the mercy of the pandemic in terms of what happens vis-a-vis restriction changes or some sort of jab that helps as a preventative measure for further spread,” he said.

“For us the year – not withstanding those uncontrollables – is looking really promising, we’ve made a really good push in retail sales volume and retail mix, which has been quite positive and bodes really well when we start looking at new products coming to market for us.

“We just unveiled two weeks ago the story of Navara which is really good, and that builds on some of the momentum we’ve built with Juke and more stories to come into ‘21.

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“So all of that really I think sets the Nissan brand up and our dealers up really, really well to meet the continued demands and interests of Australian consumers.”

In early November Nissan revealed the updated Navara pick-up, the brand’s second-best selling model behind the X-Trail medium SUV which should see a welcome uptick in sales for its workhorse.

The hardcore N-Trek Warrior version will follow early next year, continuing Nissan Australia’s partnership with third-party engineering firm Premcar.

Furthermore, a new-generation Qashqai small SUV – built on the Renault-Nissan-Mitsubishi Alliance’s CMF-C platform – will be revealed next year, with an Australian arrival sure to follow soon after.

The new model will likely come to Australia with the option of the e-Power hybrid variant, which provides the driving characteristics of an EV without the need for constant charging.

GoAutounderstands a new-generation Pathfinder seven-seat large SUV is also around the corner, with spy shots floating around of a camouflaged Pathfinder undergoing testing in new-gen guise.

While the lucrative sub-$70,000 large SUV segment has contributed 71,132 sales to the end of October, the Pathfinder has only made up 950 of those, down 56.1 per cent year-on-year and making it one of the slowest-selling offerings in the segment, behind only the Chinese Haval H9 and LDV D90 as well as the SsangYong Rexton and hardcore off-roading Jeep Wrangler.

The enhanced Patrol Warrior upper-large SUV is also expected to materialise at some point in 2021, however Nissan is still yet to provide concrete timing as to an on-sale date.

Some excitement will be injected to the Nissan line-up when the new Nissan Z coupe is revealed and brought Down Under, however timelines for a local arrival are still up in the air.

Kdy GoAutospoke to Nissan in late 2019, Mr Lester said the brand was on the search for a small hatch to add volume to the brand’s bottom line, however it appears the search is still on with no appropriate suitor found from Nissan’s global portfolio.

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Love Car

Nissan, one of our all-time favorite car companies, has had a rough couple of years. From class-action lawsuits to scandals, recalls, and bad blood, it seemed like Nissan was losing its way. And let’s not forget about the infamous Carlos Ghosn controversy. But is Nissan ready to bounce back from the brink? Let’s dive into the intriguing final chapter of our Nissan saga and find out.

Is Nissan Back?

The Dark Days

Nissan was failing, and it was evident. Cost-cutting measures and questionable decisions had diluted the brand’s reputation. The once-respected company had become synonymous with cheap, fleet vehicles. Shoddy craftsmanship, plastic parts that broke easily, and depressing interiors were all part of the Nissan experience. And then came the arrest of Carlos Ghosn, the former CEO, for alleged financial misconduct. The new leadership tried to pin the blame on Ghosn for the company’s slumping sales, but leaked internal emails hinted at a larger conspiracy.

A Great Escape

Carlos Ghosn’s escape from Japanese authorities reads like a Hollywood movie plot. Stuffed into a box used for transporting audio equipment, he eluded security checks and made his way to Beirut, Lebanon, where he remains today. Ghosn claims he was set up by Nissan executives, and the leaked emails seem to support his claims. The international political nightmare surrounding Ghosn’s escape didn’t do any favors for Nissan’s reputation.

Otáčení přílivu

To refocus the narrative, Nissan unveiled its Nissan Next strategy in 2020. The plan aimed to redefine the company’s business, culture, and product lineup. The new Frontier and updated Pathfinder showcased Nissan’s commitment to quality and innovation. The Leaf, Nissan’s entry-level electric car, became more attractive with a lower price tag and improved features. And then there’s the eagerly anticipated new Z, a nod to Nissan’s heritage while offering modern thrills. With its twin-turbo V6 engine, manual transmission option, and accessible price point, the new Z is set to reignite the passion of Z enthusiasts.

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Pohled do budoucnosti

Nissan still has some work to do. The company needs to shed its reputation for delayed updates and deliver fresh and innovative models. The next-generation GTR is eagerly awaited, with hopes that Nissan will recapture the excitement of its iconic predecessor. The new generation of car enthusiasts deserves a benchmark of modern performance, a poster-worthy dream machine.

As a Nissan fan, I believe the company is taking steps in the right direction. By refocusing on quality, reliability, and customer satisfaction, Nissan can win back the hearts of enthusiasts. The new Z is proof of their commitment, and I can’t wait to see what the future holds for this beloved brand.

So, is Nissan back? Well, the journey to redemption has just begun, but with the new Z leading the charge, I have a feeling that Nissan’s future is looking brighter than ever. Let’s buckle up and enjoy the ride!

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Tento článek sestavil a upravil Miluji auto based on Nolan Sykes’s car reviews. Nolan Sykes, a prominent member of Donut Media with over 8 million YouTube subscribers, is widely recognized for his captivating content on automotive history, diverse car models, and industry breakthroughs. His journey began on Instagram in March 2018, eventually leading him to a prominent role at Donut Media. Beyond his success on the Donut Media channel, Nolan has made notable appearances on other platforms, including guest spots on YouTube channels and podcasts like The Cool Down and No Braking. His contributions to Donut Media have solidified his status as a key figure in the world of automotive content creation.