5 Minutes
Nissan's Sales Slip and the Global Context
Nissan has seen its global sales ranking slip to 11th through the first half of 2025, marking the first time the automaker has fallen out of the top 10 in 16 years. According to MarketLines data reported by Nikkei Asia, Nissan’s worldwide deliveries dropped 6.0% to about 1.61 million vehicles. That decline left the company trailing industry giants such as Toyota and Volkswagen Group and allowed fast-growing Chinese rivals to leapfrog past it.
Market Shifts: Chinese Competition and Domestic Rivals
BYD and Geely capitalized on Nissan’s downturn. BYD posted a remarkable 33% increase in global sales and moved into the top eight manufacturers, while Suzuki — a longtime domestic competitor — narrowly outsold Nissan with roughly 1.63 million units versus Nissan’s 1.61 million. That’s the first time Suzuki has beaten Nissan in global sales since 2004, underscoring the shifting competitive landscape driven by aggressive pricing, new EV portfolios and rapid capacity expansion from Chinese automakers.
Financial Impact and Regional Performance
Between April and June, Nissan reported a ¥15.7 billion loss (around $105 million), its fourth consecutive quarterly loss and a sharp reversal from the ¥28.5 billion profit (around $191 million) recorded in the same period last year. Regionally, Nissan’s performance is uneven: sales in China — its largest single market — plunged 18% year‑over‑year to about 270,000 units in H1 2025, down from a peak of 720,000 vehicles in 2018. Domestic sales in Japan fell roughly 10% to 220,000 units, the lowest home-market figure since 1993. U.S. volumes remain lackluster as well, contributing to overall pressure on margins and market share.
Road to Recovery: New Models and Electrification
Despite the challenging start to the year, Nissan is actively reshaping its lineup to regain momentum. The company has doubled down on electrification and refresh programs to attract buyers across segments.
Leaf EV: Affordable Electric Option
In the U.S., Nissan relaunched the Leaf with a competitive starting price of $31,485, positioning it as an accessible entry point in the compact electric hatchback segment. The refreshed package emphasizes value with updated tech and efficiency features aimed at mainstream EV buyers.
Kicks and Crossovers: Volume Builders
The refreshed Nissan Kicks crossover has already delivered meaningful retail traction, with more than 50,000 units sold in the first half of 2025. As an affordable small SUV, the Kicks helps Nissan maintain presence in a key high-volume segment where crossovers drive profitability.
N7 EV and China Strategy
In China, Nissan launched the N7 EV sedan in April with a starting price of 119,900 yuan (approximately $16,727). The N7’s early uptake suggests local buyers are receptive to Nissan’s renewed EV offerings. Nissan has additional battery-electric models slated for release in the region, reflecting a strategy to better compete with locally produced EVs from BYD, Geely and other manufacturers.
Design, Specifications and Performance Focus
Nissan’s recent product updates blend refreshed exterior and interior design with technology and drivetrain improvements intended to boost appeal. Key priorities across the lineup include:
- Electric powertrains and improved battery efficiency to extend range and lower operating costs.
- Contemporary exterior styling and upgraded infotainment to meet current buyer expectations.
- Competitive pricing and features in entry-level EVs and compact crossovers to defend volume against Chinese rivals.
While Nissan hasn’t yet disclosed sweeping new performance figures for every model, the company emphasizes real-world efficiency, reliability improvements, and targeted powertrain tuning to sharpen driving dynamics on popular models like the Leaf and the Kicks.
Market Positioning and Competitive Comparisons
Nissan’s repositioning aims to balance affordability and electrification. Compared to Toyota and Volkswagen Group, which continue to command top global positions through broad portfolios and scale, Nissan is betting on targeted EV launches and refreshed mass-market models. The strategy is intended to stop the erosion of share to nimble, low-cost competitors such as BYD and Geely and to recover ground lost to domestic rival Suzuki.
What to Watch Next
The near-term outlook will hinge on several factors: the market reception of Nissan’s new EVs in China and the U.S., the success of the Kicks and potential return of niche nameplates such as the rugged Xterra, and the company’s ability to stabilize profitability while managing legal and operational headwinds. If Nissan can translate refreshed models into consistent volume growth, it may reclaim lost territory; otherwise, the competitive gap with fast-growing EV-first brands could widen further.
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