Industry News

Nissan targeting double-digit share of PH automotive market

Is it achievable?

Nissan Philippines Inc.

Now that Nissan has made its Philippine comeback official with the launch of the Sylphy and Altima sedans, the question in many people's minds is how soon the Japanese brand will be able to rejoin the top echelons of the local auto industry in terms of sales.

At the press conference that followed the car launch last week, Nissan Philippines Inc. executives told the media that the company's target is a "double-digit share of the market." Which means at least 10% of the total car sales in the country. If Philippine car sales hit, say, 250,000 units this year, that means Nissan is aspiring to a sales volume of 25,000 units. Of course, we know that's not going to happen overnight. It definitely won't come to pass this year or even next year.

Last year, Nissan-branded vehicles sold a total of 7,893 units (5,997 for Universal Motors Corporation and 1,896 for Nissan Motor Philippines Inc.). It doesn't take a master's degree in business to know NPI will need a few years to reach its goal.

Globally, Nissan Motor Company's goal is to own 8% of total car sales in the world by 2016. For this to happen, company vice chairman Toshiyuki Shiga, who was in town for the Sylphy/Altima launch, admitted that Nissan needs to do well in the ASEAN region in general and in the Philippines in particular.

NPI executives also shared with that existing models previously handled by NMPI and UMC--including the X-Trail, the Almera, the Navara, the Patrol Royale, the Patrol Super Safari, the Urvan, the Murano and the Grand Livina--will continue to be sold by Nissan in the Philippines.

How long do you think it will take Nissan Philippines Inc. to hit its target of a double-digit market share? Take our poll.


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