Nissan aims to regain market share in Europe

Nissan targets renewed growth in Europe

Nissan wants to resume its growth in Europe. After several years of losing market share and relevance in one of the world’s most competitive markets, the Japanese manufacturer has set itself a clear objective: to regain ground through a comprehensive overhaul of its model range.

The carmaker currently holds a 2.3% market share in Europe, including the United Kingdom and EFTA countries. This figure follows a decline of around 10% in sales to April compared with the same period last year. Its ambition is now to lift its European market presence to 3% and reach 5% in the United Kingdom, which remains its strongest base in the region.

Nissan’s declining market share

It is worth remembering that, not so long ago, Nissan exceeded the 4% market-share mark in Europe. Since then, however, its position has gradually eroded. Speaking to Automotive News Europe, Massimiliano Messina, the brand’s head for a broad region covering Europe, Africa, India, the Middle East and Oceania, acknowledged that Nissan “has lost some of its shine” in recent years.

Nevertheless, Messina remains confident in the brand’s ability to recover. To achieve the 3% target in Europe, the strategy is straightforward: speed up new-model launches and broaden the range. “We are focused on growth,” he said.

The electric offensive

Electrifying the range is central to Nissan’s European recovery plan. The new-generation Nissan Leaf has already entered production and can now be ordered in certain European markets, including Portugal, marking the beginning of this new stage in the brand’s strategy.

It will be joined by what is expected to become one of the most important pillars of Nissan’s electric offensive: the new electric Nissan Juke, which is due to enter production by the end of this year at the Sunderland factory in the United Kingdom.

At a later stage, in 2027, Nissan is scheduled to launch a small electric model developed jointly with Renault and based on the electric Twingo. It will strengthen the manufacturer’s presence in the entry-level segments.

According to the company, this refreshed range should be enough not only to meet European emissions targets, but also to win back customers lost in recent years. However, Messina is aware of the risks: “we still have some work to do”.

Pressure from Chinese manufacturers

Nissan’s urgency is partly explained by the growing pressure from Chinese manufacturers. Chinese brands already account for almost 10% of vehicle sales in Europe and are continuing to gain ground, particularly in the electric-car market. Faced with this new reality, Nissan is seeking to strengthen its position before the competition becomes even more intense.

Interestingly, Chinese manufacturers could also form part of the solution: the brand has not ruled out the possibility that some models developed in partnership with Dongfeng could be sold in Europe.

Over the past 12 months, the joint venture between the two companies has produced several electrified models for the Chinese market, including SUVs offered in fully electric and range-extender versions. For now, however, there is no official confirmation that these models will reach the European market.