Nissan to double annual sales in Africa

Car selling supported by market restructure

Nissan to double annual sales in Africa, supported by market restructure
Nissan has restructured its operation in Africa to position the company for significant future growth as part of its mid-term business strategy. By the 2016 financial year, Nissan is aiming to double annual sales, up from 110 000 units at the end of 2012.
To help achieve this, the African market has been reorganised into two regional business units (RBUs) that will further empower local management, increase integration of Africa-based functions and enhance regional expertise.
Under the new structure, Nissan Motor Egypt (NMEG) has expanded its scope to manage the newly established RBU Africa North covering Egypt, Morocco, Algeria, Libya, Sudan and Tunisia, headed by NMEG managing director, Kazutaka Nambu.
RBU Africa South comprises the remaining African markets including South Africa, Nigeria, Ghana, Angola and Kenya, and is managed by Nissan South Africa (NSA) managing director, Mike Whitfield.
Both RBUs, which assume responsibility for all locally based functions including sales and marketing and manufacturing, will continue to be supported by an Africa department located in Nissan’s global headquarters in Yokohama, Japan.
Trevor Mann, Nissan's executive vice president and chairperson for the Africa, Middle East and India region, said: “The African automotive market has huge potential for growth. Currently, Nissan has a 7.9% share but, as part of our mid-term plan, we want to increase that significantly through new model introduction, building a stronger brand and expanding our retail network. 
“The new business structure will help us achieve these objectives by placing a great emphasis on empowering our teams within Africa who are best placed to understand and serve our customers, and react to a diverse and complex market.”
Last year, Nissan grew its sales in Africa by 19.6% year-on-year, almost double the rate of growth in the overall domestic market, with Egypt posting a 50% increase and South Africa 14% up on 2011.
Over the next three years, Nissan is aiming to significantly increase the contribution of Africa to the company’s global Nissan Power 88 business plan, which targets a global market share of 8% by 2016.
To help increase sales in Africa, a number of new models have already been confirmed, including an all-new, locally produced pickup truck and the launch of the Datsun brand in South Africa before the end of the 2014 financial year.
Nissan is also planning to introduce the award-winning, zero-emission Nissan LEAF electric vehicle to South Africa during the 2013 financial year.
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