The brands under consideration here are Nissan, Infiniti, Venucia and probably Dongfeng. The latter two are Chinese brands with Venucia a subsidiary of Dongfeng and Dongfeng a 50/50 joint venture company with Nissan. Sales listed here are very close to production numbers, so if few Nissan cars are imported, then it covers all four above brands.
There are six regions below and I will briefly comment on each one. Please note that Nisan figures do not always align with data found elsewhere.
Asia & Oceania: For the past three years, the percentage of sales in this region have increased from 40% to 45% of the total. Within the region, China has increased from 60% to 63% of all sales. Japan accounts for about a quarter while the rest amount to 13%.
North America: The areas slice of the pie has reduced from 34% to 30% in the past few years. The USA has three quarters with Nissan Mexico enjoys a strong presence there.
Europe: The other mature market which is also lessening in importance to the company, with share down from 14% to 12%. The UK and Russia are the two main countries with the UK falling steadily. For the size of the German market, sales are low. Others take a quarter of sales. 2019 will continue the decline for this region.
Latin America/Caribbean: A mere 4% of sales are garnered here, but at least it is on the increase.
Middle East: The Saudi and Turkish car markets have been in poor shape recently and that is reflected in this region regressing.
Africa: A small part of global sales at just 2% but holding up well.
| Region/Year | 2018 | Share | 2017 | Share | 2016 | Share | ||
| Total | 5,515,700 | 5,770,286 | 5,626,305 | |||||
| Asia & Ocea | 2,483,875 | 45% | 2,435,151 | 42% | 2,252,863 | 40% | ||
| China | 1,563,986 | 63% | 1,519,714 | 62% | 1,354,552 | 60% | ||
| Japan | 596,087 | 24% | 584,053 | 24% | 557,490 | 25% | ||
| Thailand | 74,387 | 3% | 62,319 | 3% | 44,331 | 2% | ||
| Australia | 55,499 | 2% | 57,902 | 2% | 65,416 | 3% | ||
| Philippines | 40,408 | 2% | 25,501 | 1% | 18,529 | 1% | ||
| India | 38,653 | 2% | 48,750 | 2% | 56,615 | 3% | ||
| Taiwan | 36,707 | 1% | 42,628 | 2% | 44,723 | 2% | ||
| Malaysia | 27,017 | 1% | 27,015 | 1% | 34,680 | 2% | ||
| Indonesia | 14,408 | 1% | 28,007 | 1% | 35,273 | 2% | ||
| New Zealand | 8,529 | 0% | 7,802 | 0% | 8,703 | 0% | ||
| Singapore | 6,356 | 0% | 9,434 | 0% | 10,436 | 0% | ||
| Hong Kong | 2,208 | 0% | 2,354 | 0% | 1,715 | 0% | ||
| Others | 19,630 | 1% | 19,672 | 1% | 20,400 | 1% | ||
| North Amer | 1,897,089 | 34% | 2,091,494 | 36% | 2,129,591 | 38% | ||
| USA | 1,443,725 | 76% | 1,592,576 | 76% | 1,581,110 | 74% | ||
| Mexico | 305,322 | 16% | 350,701 | 17% | 409,293 | 19% | ||
| Canada | 146,821 | 8% | 146,882 | 7% | 137,773 | 6% | ||
| Guan | 1,221 | 0% | 1,335 | 0% | 1,415 | 0% | ||
| Europe | 643,445 | 12% | 756,460 | 13% | 776,435 | 14% | ||
| UK | 110,613 | 17% | 149,544 | 20% | 179,920 | 23% | ||
| Russia | 107,355 | 17% | 104,631 | 14% | 93,427 | 12% | ||
| Spain | 69,574 | 11% | 76,323 | 10% | 70,458 | 9% | ||
| France | 59,587 | 9% | 76,561 | 10% | 84,257 | 11% | ||
| Italy | 55,426 | 9% | 72,601 | 10% | 68,550 | 9% | ||
| Germany | 48,945 | 8% | 72,901 | 10% | 80,371 | 10% | ||
| Netherlands | 17,130 | 3% | 14,604 | 2% | 15,499 | 2% | ||
| Austria | 6,442 | 1% | 8,010 | 1% | 8,767 | 1% | ||
| Switzerland | 6,139 | 1% | 6,766 | 1% | 7,827 | 1% | ||
| Others | 162,234 | 25% | 174,519 | 23% | 167,359 | 22% | ||
| Lat Am/Carib | 224,756 | 4% | 207,917 | 4% | 181,979 | 3% | ||
| Brazil | 95,504 | 42% | 83,972 | 40% | 66,811 | 37% | ||
| Chile | 29,901 | 13% | 28,938 | 14% | 25,077 | 14% | ||
| Argentina | 20,817 | 9% | 18,398 | 9% | 10,759 | 6% | ||
| Puerto Rico | 11,373 | 5% | 9,140 | 4% | 9,290 | 5% | ||
| Others | 67,161 | 30% | 67,469 | 32% | 70,042 | 38% | ||
| Middle East | 165,126 | 3% | 183,697 | 3% | 197,632 | 4% | ||
| Gulf | 100,893 | 61% | 101,310 | 55% | 99,452 | 50% | ||
| Saudi Arabia | 27,136 | 16% | 35,088 | 19% | 51,113 | 26% | ||
| Turkey | 24,037 | 15% | 34,887 | 19% | 31,910 | 16% | ||
| Mediter/CIS | 12,761 | 8% | 12,029 | 7% | 14,048 | 7% | ||
| Palestine | 299 | 0% | 383 | 0% | 1,109 | 1% | ||
| Africa | 101,409 | 2% | 95,567 | 2% | 87,805 | 2% | ||
| South Africa | 54,892 | 54% | 53,432 | 56% | 42,709 | 49% | ||
| Egypt | 24,961 | 25% | 21,011 | 22% | 22,155 | 25% | ||
| Others | 21,556 | 21% | 21,124 | 22% | 22,941 | 26% | ||
Data Source: Nissan.
Summary: Nissan is not performing that well in Europe and North America but generally good elsewhere. It has to redefine its relationship with Renault and with new challenges ahead for the whole industry skillful direction is so important.
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