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18 Nissan Annual Report 2009
Fiscal 2008 Overview Refer to chart 01
Fiscal 2008 sales results came to 3,411,000 units, down
9.5 percent year-on-year. For the fourth quarter of fiscal
2008 alone, when the market environment deteriorated
quickly, the company’s sales fell 26.3 percent compared
to the prior year.
For the full fiscal year, Nissan had market share
losses in Japan. However, as a result of gains in North
America and China, overall global market share
increased 0.1 percent to 5.5 percent.
In fiscal 2008, Nissan had a solid product offensive.
The company launched eight all-new models globally,
including the new Fairlady Z/370Z and Cube.
In addition, the company products received numerous
awards and top rankings. Nissan’s sports car flagship,
the NISSAN GT-R, earned a long list of accolades,
including the 2009 World Performance Car award in
the U.S., Performance Car of the Year in the UK, and
Most Advanced Technology Award in Japan.
Japan Refer to chart 02
In Japan, TIV dropped by 11.6 percent year-on-year as
the market plunged in the second half. Nissan’s sales
reached 612,000 units,15.1 percent below the previous
year. While the Serena and X-TRAIL obtained the
number one spot in market share for their respective
segments, Nissan’s market share fell by 0.6 percent,
to 13.0 percent.
Nissan launched the all-new Kix mini-SUV in
October 2008, the Cube in November 2008, and the
Fairlady Z in December 2008 in Japan.
North America Refer to chart 02
In North America, Nissan’s sales volume dropped by
16.2 percent, to 1,133,000 units.
In the United States, sales volume dropped by 19.1
percent, to 856,000 units, although market share grew
from 6.7 percent to 7.2 percent, primarily due to the
sales of smaller vehicles.
Sales in Mexico decreased 10.0 percent to 194,000
units, and sales in Canada increased 5.5 percent to
81,000 units.
The company launched the all-new Maxima and
Infiniti FX in North America in June 2008.
Europe Refer to chart 02
In Europe, Nissan’s sales reached 530,000 units,
decreasing by 16.7 percent, despite high volumes in
Russia and strong sales of the Qashqai. In addition, the
Infiniti brand was launched in Western Europe.
Nissan launched the all-new Teana in Russia in
June 2008 and the three-row version of the Qashqai+2
in Europe in September 2008.
General Overseas Markets Refer to chart 02
For the General Overseas Markets, sales grew 7.1
percent to 1,136,000 units. The all-new NP200 was
launched in South Africa in October 2008.
In the biggest market China, four new models
(Qashqai, Livina C-Gear,Teana and X-TRAIL) contributed
to record-high sales of 545,000 units, which was a
jump of 19.1 percent from the previous year. As a
result, market share for passenger and light commercial
vehicles increased 0.6 percent to 6.2 percent.
In the Middle East, sales grew 12.4 percent to
223,000 units. The company established Nissan Gulf
FZCO, to enhance Nissan’s marketing and sales
strategies for this region.
Fairlady Z Infiniti FX Qashqai+2 NP200
Fiscal 2008 Sales Performance >