Nissan Claims Top Spot Among Asian Brands in Europe for 2015
Nissan reported record European sales of 715,623 vehicles in 2015, but its claim to be the continent’s leading Asian brand is disputed by Toyota’s higher figures.
Nissan announced it delivered 715,623 vehicles in Europe in 2015, marking its best-ever year in the region and prompting the company to declare itself the number one Asian brand on the continent. The company cited a 3.3 percent rise in European sales compared to 2014, maintaining a 4.0 percent market share.
Nissan’s growth was led by strong demand for its crossover line-up. The Qashqai remained the brand’s best-seller, with more than 248,000 units sold, holding its position as the segment leader. The Juke and X-Trail also posted year-on-year gains. The company pointed to record-breaking numbers across its crossover range, as well as the launch of the new NP300 Navara pickup and an updated Leaf electric model with a 30kWh battery.
Sales growth was not uniform across Europe. Nissan reported a 41 percent increase in Spain, 19 percent in Italy, and 12 percent in both the UK and Germany. Russia, however, saw a 28 percent decline, reflecting broader market challenges. The UK remained Nissan’s largest European market, followed by Russia, despite the downturn there.
Toyota’s Higher Sales Figures
Despite Nissan’s claim, Toyota reported European sales of 810,085 units in 2015, according to the company’s own published figures. This would place Toyota ahead of Nissan by nearly 95,000 vehicles for the year. Nissan’s claim to be the continent’s leading Asian brand appears to rest on its own definition of the European market or possibly on specific segments, but the company’s statement did not specify the basis for its ranking.
Nissan’s European market share of 4.0 percent in 2015 represented a substantial gain from 2.7 percent in 2009, but it was not enough to match Toyota’s volume. The company’s crossover strategy has delivered strong results, particularly in Western Europe, but the claim to the Asian top spot is not supported by the headline sales numbers from its Japanese rival.
Electric and Crossover Performance
The Nissan Leaf remained one of the region’s most popular electric vehicles, with more than 15,600 units sold in 2015. However, Renault’s Zoe, produced by Nissan’s alliance partner, outsold the Leaf with 18,453 registrations. Nissan’s focus on crossovers and electric vehicles has helped it achieve record sales, but the brand’s electric sales still lag behind some competitors in the segment.
- Qashqai: over 248,000 units sold in 2015
- Leaf: more than 15,600 units sold
- Juke and X-Trail: both up on 2014 figures
Nissan’s 2015 results underline the strength of its crossover line-up and its investment in electric vehicles, but the company’s claim to be Europe’s top Asian brand is contradicted by Toyota’s published sales figures. The competition for Asian market leadership in Europe remains close, with both brands focusing on crossovers, hybrids and electrification to drive future growth.
