Nissan aims to reach 10 percent market share in the United States over the next three years by focusing on larger volumes of fewer models, CEO Carlos Ghosn announced.
According to Ghosn, “the most important element is having enough cars with big volumes, not multiplying the number of products that we have.”
“We need a limited number of cars with very big volumes to sustain the brand,” Ghosn told Automotive News last week. Ghosn also said the Nissan lineup needs readjusting, as „a lot of cars with small volumes doesn’t work”. „I want cars with big volumes,” he added.
In October, the only Nissan product reaching the top 10 for vehicle sales by nameplate in the U.S. was the Altima, while 19 of the 23 Nissan and Infiniti models had sales below 50,000 units. Nissan aims to achieve a 10 percent share in the U.S. market, estimated to reach 14 million units by mid-2012.
In order to meet the ambitious goal, Nissan needs to sell 54 percent more cars in the U.S. than last year’s 908,570 units sold under its own brand and the luxury brand Infiniti. Over the last two years, Nissan increased its market share from 6.6 percent in 2009 to 7.4 percent in 2010. During the first 10 months of 2011, Nissan’s sales increased by 15 percent, to 856,425 units, placing the Japanese manufacturer in the fourth place among automakers with the highest percentage increase.