25 June 2017

Nissan South Africa : Holding Its Own


For the last decade and a half, Nissan has been averaging just over the 4% mark for market share in the RSA. It's still around there but maintained only with the recent help of its sub-brand Datsun. As mentioned in others in this series, there is a market here for budget model cars and Nissan has been able to accommodate those customers.

In the last few years as sales in the RSA have contracted and a move to lower priced cars has emerged, the Nissan nameplate has shrunk while the new Datsun brand has flourished. The fact that the Datsun range has been until recently but one car model (Go) makes that all the more remarkable. It is now supported by a new variant (Go+) which is a MPV type vehicle.

Of the Nissan range, the Almera is a model from Asia also known as the Latio and sold as the Renault Scala in India. The two main models are the X-Trail and Qashqai SUVs, between them accounting for over 60% of Nissan brand cars.

Summary: Nissan is holding its own in a competitive and challenging market place. It's a fine line between getting it right and not doing so. So far they are walking that fine line rather well.

Nissan Passenger Car Sales : RSA
Make/Year 2012 2013 2014 2015 2016
Go - - 1,573 5,647 4,276
X-Trail 1,788 1,660 1,694 3,155 3,474
Qashqai 4,209 3,253 3,736 3,242 2,372
Almera - 1,999 2,978 1,260 1,749
Micra 4,916 4,452 2,326 865 868
Go+ - - - - 571
Juke 4,360 4,449 2,302 773 448
NV200 - 246 395 296 240
Sentra/Tiida 2,276 1,141 909 350 202
GT-R 50 46 35 55 57
Patrol 58 40 18 24 35
370Z 55 39 14 9 11
Leaf - 34 14 35 7
Pathfinder 205 407 294 47 -
Livina 2,585 1,527 986 19 -
Murano 130 63 33 5 -
Total 20,632 19,356 17,307 15,782 14,310
Nissan Share 4.7% 4.3% 3.6% 2.5% 2.6%
Datsun Share - - 0.4% 1.4% 1.3%
Total Share 4.7% 4.3% 4.0% 3.9% 3.9%

Data source: Naamsa.

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