20 May 2020

UK Regional Penetration 2019 : Toyota & Nissan

Two historical competitors within the car industry go head to head here. Globally Toyota is well ahead but in the UK, it's much closer. The Big T has 4.9% of the total and Nissan 4%. They both have plants in England, Nissan's being the larger operation by some way.

Below is a chart that has the UK divided into regions (England) and countries that show how the two major Japanese owned brands fare regarding sales numbers. It also has a ratio number by which the chart is sorted. The higher the ratio, the further up the chart. The three countries each have a different colour and the England divisions are green.

First up Toyota, which has by far its best result in the capital. The penetration it enjoys there is over double the UK average. I have no explanation for that except maybe the hybrid models work especially well there. The East Midlands coming so high makes sense as that is where their UK plant is located. It's poorest market share is in the South East and South West of England.


Region Sales 1:1000

London 16,684 104.3

East Midlands 9,440 57.5

Northern Ireland 2,716 53.1

North West England 11,712 49.7

East England 10,974 48.9

Wales 3,775 47.1

Scotland 8,260 46.5

North East England 3,164 46.1

West Midlands 10,771 45.6

Yorkshire & Humber 8,318 44.3

South East England 20,260 41.5

South West England 8,508 31.3

Total 114,582 48.8

Nissan is strongest in the West Midlands, again no reason in particular I can think of. The huge Nissan assembly plant is situated in the North East of England so no surprise it comes second..except maybe it should be first. Again London does well but the eastern areas of England is where Nissan is weakest. For a company that has such a commitment to UK manufacturing surely deserves more support than 4% share. Typical of the UK.


Region Sales 1:1000

West Midlands 13,719 58.1

North East England 3,844 56.0

London 7,017 43.9

Northern Ireland 2,218 43.3

North West England 9,843 41.8

South West England 10,741 39.5

South East England 19,166 39.2

Wales 3,028 37.8

Scotland 6,326 35.6

Yorkshire & Humber 6,692 35.6

East England 7,430 33.1

East Midlands 4,880 29.7

Total 94,904 40.4

Data source: DTI.

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