Slipping in the global market: Nissan falls out of the top 10 in worldwide sales
Nissan Struggles as Global Sales Drop and Market Position Slips
In a troubling turn of events, Japanese automaker Nissan has reported a fourth consecutive quarterly loss, registering a loss of approximately $104 million between April and June 2025. This decline marks a significant setback for the company, which has been struggling to regain its footing in the competitive global auto market.
The first half of 2025 has been particularly challenging for Nissan. The company's global sales dropped six percent to 1.61 million vehicles, a figure that has not been reached since 2014. This decline has resulted in Nissan falling out of the top 10 in global auto sales for the first time in 16 years.
In its home market, Japan, Nissan's sales declined by 10 percent to 220,000 units, the company's lowest domestic sales figure since 1993. Sales in the US, Nissan's second-largest market, have also remained sluggish, with no specific figures provided in the recent report.
The situation is even more dire in Nissan's largest market, China. Sales in China dropped by 18 percent in the first half of 2025 to 270,000 units, a stark contrast to the 720,000 vehicles sold in 2018. This decline has allowed Chinese automakers BYD and Geely to outsell Nissan in the first half of 2025.
The new CEO of Nissan, Ivan Espinosa, who took over the position in April 2025, faces a daunting challenge. The company's sales in China, its largest market, are a particular concern, with BYD, a Chinese automaker, surpassing Nissan and moving to number eight on the global auto sales list, posting a 33 percent sales growth.
The decline in Nissan's sales figures is not limited to the first half of 2025. In contrast, the same period the previous year saw Nissan posting a profit of approximately $191 million. The company's sales have also been surpassed by Suzuki, a Japanese automaker, for the first time since 2004. Toyota and Volkswagen Group are among the brands that outsold Nissan in the first half of 2025.
Despite these challenges, Nissan remains committed to turning its fortunes around. The company is expected to announce a new strategic plan in the coming months, which is hoped to provide a clear direction for its future growth. Only time will tell if these efforts will be successful in reversing Nissan's current downward trend.
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