Andrew Humberstone, the newly appointed Nissan Oceania vice-president and managing director, has unveiled an ambitious strategy to elevate Nissan's position in the Australian automotive market. His plan focuses on leveraging Nissan's strong Australian presence and heritage to drive sales growth and potentially propel the brand into the top-five sellers in the country.
Humberstone emphasizes Nissan's deep-rooted Australian connections, including its history of local manufacturing and significant employment in the country. This "Australianness" is seen as a key differentiator in a crowded market.
Nissan boasts Australia's fifth-largest dealer network, with 184 outlets nationwide. The goal is to align sales volumes with this extensive retail footprint.
While specific targets weren't disclosed, Humberstone aims to match Nissan's retail presence with its sales volume, suggesting a push towards top-five status in the Australian market.
Nissan plans to introduce 11 new models by 2027, including electric vehicles and updated versions of popular models like the Navara and Patrol. The strategy involves concentrating on core models such as the X-Trail, Qashqai, Patrol, and Navara, which have strong brand recognition in Australia.
While details are limited, Nissan is expected to introduce more electric vehicles to the Australian market, building on its experience with the Leaf.
Humberstone stresses the importance of strong relationships with dealers, viewing them as crucial partners in achieving sales goals. The plan aims to position Nissan as a brand that offers value without compromising on quality or features.
Nissan faces a competitive market with established players and emerging Chinese brands. However, its extensive dealer network, strong brand recognition, and upcoming product lineup present significant opportunities for growth.
With a clear vision to reinforce Nissan's "Australianness" and a commitment to dealer partnerships, Humberstone's strategy aims to align Nissan's sales volumes with its extensive retail footprint. As the brand prepares to introduce 11 new models by 2027, including electric vehicles and updated versions of popular models like the Navara and Patrol, Nissan appears poised for a significant market presence in the coming years. The success of this strategy could potentially reshape the Australian automotive landscape, cementing Nissan's position as a top player in the market.
