Nissan Sets European Sales Record in 2017, Driven by Qashqai
Nissan achieved a European sales record in 2017 with 762,574 vehicles sold, fuelled by strong demand for the Qashqai and growth in key markets including Russia and France.
Nissan posted its highest-ever European sales in 2017, delivering 762,574 vehicles across Nissan and Datsun brands. The 3.8% rise on the previous year was fuelled by the Qashqai, which reached three million units produced in Sunderland and set its own sales record for the region.
The Qashqai, built at Nissan’s Sunderland plant, played a central role in the brand’s European success. Sunderland produced a record 346,856 Qashqais in 2017, with 265,520 sold across Europe. The model’s European sales rose 1.2% year-on-year, cementing its position as the region’s leading crossover. Qashqai production hit the three million mark just over a decade after launch, making it the most successful Nissan model in Europe’s history.
Nissan’s European market share for 2017 stood at 3.7%, slightly down from 3.9% in 2016. Despite this, the company saw strong gains in several key markets. Russian sales jumped 12.4%, while Spain and France posted increases of 9.4% and 3% respectively. In France, Nissan sold 81,600 vehicles, up 3.8% on the previous year, with Qashqai sales rising 11%.
Qashqai leads Nissan’s European line-up
The Qashqai’s appeal lay in its blend of crossover practicality and hatchback efficiency. The second-generation model, refreshed in 2017, introduced a sharper exterior, improved interior quality, and new Nissan Intelligent Mobility features. These updates helped the Qashqai maintain its segment leadership and contributed to its haul of more than 80 awards, including 19 "Car of the Year" titles.
| Generation | Volume |
|---|---|
| Qashqai 1 (phase 1 and 2) | 1,482,214 |
| Qashqai+2 | 270,018 |
| Qashqai 2 (phase 1 and 2) | 1,250,175 |
| Total | 3,002,407 |
Other models also contributed to Nissan’s European performance. In March 2018, the Qashqai remained the brand’s top seller with 37,658 units, followed by the Micra (13,380), X-Trail (10,811), Juke (10,174), and LEAF (6,503). The Sunderland plant also produced the Juke, the Infiniti Q30 and QX30, and began building the second-generation LEAF in December 2017.
Strong momentum in electric vehicles
The new Nissan LEAF, launched in late 2017, quickly became Europe’s best-selling electric car in the first months of 2018. Nissan reported 26,000 LEAF deliveries in the region by August, with the model topping EV sales charts and gaining traction in both retail and fleet markets. The LEAF’s success added to Nissan’s momentum, although the Qashqai remained the volume driver.
Market outlook and Sunderland’s role
Nissan expected the European and Russian markets to expand by a combined 2% in 2018, with the company targeting further sales records. Production of the third-generation Qashqai was confirmed for Sunderland in October 2016, reinforcing the plant’s central role in Nissan’s European strategy. Sunderland’s output made it the largest car factory in UK history, underpinning jobs and supply chains in the region.
Nissan’s 2017 performance set a new benchmark for the brand in Europe, with the Qashqai’s production and sales records highlighting the importance of local manufacturing and model strategy. The gains in Russia, Spain and France demonstrated the breadth of Nissan’s appeal, while the LEAF’s early electric success pointed to future growth areas.
