Nissan 2011 Annual Report Download - page 16

Sales Network Quality
In pursuing improvements in the quality of our sales networks, Nissan will focus its efforts mainly in
mature markets where the networks are already firmly established. Regarding every situation where the
customer is involved in as an opportunity to improve quality, we will seek to provide a satisfying
purchase experience. We will also offer after-sales service that helps enhance customers’ feelings of
safety and satisfaction as part of our development of a sales network that creates and strengthens
bonds with customers so that they will choose Nissan again when it is time to replace a vehicle.
In mature markets like Japan and Europe, about 90% of the demand for new vehicles is
replacement demand. For instance, there are about 6 million Nissan vehicles owned in Japan. It is
important to make those current owners choose Nissan again the next time they replace their cars. For
this reason, we have to strengthen the bond between them and the Nissan brand and to enhance their
satisfaction through close communication and timely provision of service. For Nissan, the customer
retention rate is an important metric for measuring the quality of the sales network.
Needless to say, our bond with customers is important in emerging countries, too. There is less
replacement demand in these markets for the time being, but the number of customers’ lifetime vehicle
purchases is higher as buyers are younger on average. From a long-term viewpoint, it is therefore
critical to increase the customer retention rate in emerging countries as well.
In order to go beyond our competitors in terms of quality improvement, we will have to pursue
superiority in every element of our sales companies and dealers, including management capacity,
human resources, financial power and facilities. Toward this end, we will increase our efforts to compile
the network management know-how and quality improvement measures and systems developed
specifically for various markets, sharing them and further enhancing them in all regions where we do
business.
Nissan today is the No. 1 Japanese auto brand in China, Russia and Mexico. We will continue to
move forward: our aim is to be the No. 1 Asian brand in Europe in terms of sales volume by fiscal 2016.
We are also working on to significantly improving sales power in Japan, the United States and ASEAN
countries.
The role of sales power in Nissan’s mid-term plan is to ensure our medium- and long-term growth.
We will accomplish this by significantly increasing our sales volume and market share through the
expansion of our sales network in terms of both quantity and quality.
Strategies for Growth
Mid-term Plan
Performance Corporate Data Corporate Governance
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NISSAN Annual Report 2011