Report: Nissan Seeking Larger Share of U.S. Market

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Dec. 6, 2017—Faced with rising consumer discounts by competitors, Nissan aims to continue to target a “fair share of the pie” with its own big discounts, a company sales chief recently told the Reuters news agency.

“It would be great if everybody got their incentive spending under control. That would be a fabulous thing for everyone,” Nissan’s U.S. sales chief, Judy Wheeler, told Reuters. “But the one thing about our business: you have to stay in the game. … The market is still very healthy and we want to make sure we’re still in the game.”

Nissan posted an 18.1 percent spike in U.S. sales for November, year-over-year. Major automakers are coming off an all-time high for sales in 2016, and have increased the amount of consumer discounts in a saturated market recently.

According to industry consultants J.D. Power and LMC, consumer discounts have been above 10 percent of the average transaction price for 16 of the last 17 months; anything over 10 percent is largely considered to be less-than-ideal for automakers.

According to Reuters’ report, only Honda (7.6 percent) was lower than the aforementioned percentage.

Meanwhile, Ford was at 14.6 percent, with GM (12.9 percent) and Fiat Chrysler (12.8) weren’t far behind. Nissan was well above those competitors, with an average discount of 18.6 percent.

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