3 years in a row of Nissan’s leadership in Mexico



3 years in a row of Nissan’s leadership in Mexico

  • It reaches an accrued figure of 224,509 units sold in 2011
  • It obtains a record market share in the year of 24.8%
  • It also breaks historic records in production and exports, by exceeding the 600 thousand and 400 thousand units, respectively.

For third year in a row, Nissan Mexicana leads again the sales in the domestic automotive market, by reaching the figure of 224,509 units sold and a record market share for the brand of 24.8%, that was not obtained in the last 23 years. These results represent an increase of 34,991 units compared to 2010 and a growth of 18.5% compared with the previous year.
During December, the company closed with sales of 29,166 units (18% more than during the same period of 2010) and a market share of 25.2%. This figure placed Nissan 6,965 units above its closest competitor, with a difference of 6 percentage points (pp).

The local strategies that were undertaken were in line with the global strategic business plan Nissan Power 88, supported by a new business plan that was designed for Mexico called Nissan Innovation 1, which objectives are: product quality, customer satisfaction and loyalty, profitability of the dealers’ network, and being widely known.

Based on this strategy, Nissan Mexicana was able for the third year to take the lead in the market, by achieving a difference of 56,006 units against its closest competitor, as accrued figure for 2011.

Last March, President of Mexico, Felipe Calderón Hinojosa, gave the starting signal for the production of the first model of the V-platform —produced in the Aguascalientes plant— the subcompact Nissan March. Another model of this same platform was launched in July 2011, Nissan Versa.

The duo March-Versa had an overwhelming arrival into the market and quickly placed itself among the top 10 vehicles mostly sold in the country. Their sales have reached 18,995 units for March since its launch in March and 20,894 for Versa since July, when this model was first in the market. Adding to these launches came the Nissan Juke, a high-tech vehicle, that opened up a new market segment, Cross Sport, and which sales reached 503 units since its entry.

On the other hand, Nissan keeps a steady pace with other models such as Tsuru, achieving 55,741 units during 2011; Tiida sedan, that moved 39,083 units; as well as Sentra, with 20,309 units; without neglecting the Pick-ups NP300 with 40,622 units over this period.

The strategy to place the largest number possible of models among the top 10 has given good results, enabling to place between five and six models among the top 10 mostly sold vehicles in each and every month.

It is worth mentioning that in 2011, Nissan became the pioneer towards zero-emissions mobility in Mexico, with the introduction last November of the Nissan LEAF, first 100% electric car, under an agreement with the Government of Mexico City to be used in public transportation and, thus, help reducing emissions in the capital of the country.

“2011 was a critical year for Nissan Mexicana, a year when we became 50 years old in the country, meaning the renewal and consolidation of the brand, with successful launches of new models and historic records attained in sales, production, and exports,” said José Muñoz, President and CEO of Nissan Mexicana. “The best celebration we could have in the year that has just ended is having had these achievements thanks to the support of our business partners; the dealers’ network; our workers and employees; as well as the trust and loyalty of our customers, which made our products their products of choice. Thanks to each and every one of them for these outstanding results, which encourage us to continue with new energy in 2012, offering innovation in everything we do and in the future products that we will be presenting to the market.”

Likewise, Nissan Mexicana’s production, notwithstanding it originally shrunk due to the effects of the Japanese catastrophe, reached last August the figure of 7 million units, with the manufacturing of a Nissan Versa version Advance; likewise, in October 2011, we attained the historic figure of 8 million engines produced with the entry of the HR series engine, also for a Versa model.

The manufacturing of vehicles went up in such a way that in December, the company manufactured 45,626 units, representing an increase of 17% compared to the same month of 2010, and which aided to close 2011 with an accrued figure 20% above that of the previous year, producing one fourth of all the cars of all automotive assembly plants in Mexico.

Nissan Mexicana produced 607,087 units form January through December, breaking its all-time record of 600 thousand units and a historic figure for an automotive company in Mexico.

In June 2011, Nissan Mexicana celebrated the export of its unit three million. This fact is a significant achievement in the history of Nissan since this third million was achieved in a shorter time period (less than four years) compared to the second million (5 years) and the first (30 years), which talks about the accelerated rhythm that the company has achieved in the production and shipment of units abroad, that has become a critical element for Nissan all through the Americas, as well as world-wide.

This is how we were able to achieve a historic record of units shipped abroad in one year —for the first time in the history of Nissan in Mexico— exceeding the 400 thousand vehicles (with 411,661 units exported) in the period January-December for an increase of 19.6%. Just in December, the company increased its exports 44.7% compared to the same month of the previous year, shipping 38,962 units.

The exports during the year were mainly of Tiida (158,679 units) and Sentra (127,742 units), while the main destinations were United States, Brazil, and Latin America.

Nissan Mexicana today exports to more than a hundred countries in the five continents.

About Nissan Mexicana
Nissan Mexicana, S.A. de C.V. is a subsidiary of Nissan Motor Co., Ltd., established in Mexico in September 1961 The company has corporate, marketing, sales, manufacturing, distribution, and design facilities in cities of Aguascalientes, Distrito Federal, Cuernavaca, and Toluca. 2011 marks the 50th Anniversary of operations in Mexico, where Nissan was a proud sponsor of the Guadalajara 2011 XVI Pan American Games. Nissan Mexicana currently employs over 10,600 workers and employees. In 2011, the company recorded sales of 224,509 cars in Mexico, and registered a 24.8% market share (6.2 pp more than in 2010), with a production of 607,087 units for the domestic and export markets. Nissan is focused on improving the environment with the Nissan Green Program 2010, an initiative that includes reducing CO2 emissions and increasing recycling efforts. Moreover, the company’s foundation, Fundación ANDANAC/Nissan manages a Social Support Fund for the construction of public elementary schools. Over the course of eight years, the organization has built and equipped 63 schools to benefit more than 30,000 disadvantaged children throughout the country

About Nissan Motor Co.
Nissan Motor Co., Ltd. Japan’s second-largest automotive company in terms of volume, is headquartered in Yokohama, Japan, and is part of the Renault-Nissan Alliance. Operating with more than 248,000 employees globally, Nissan sold more than 4.1 million vehicles in 2010, generating revenue of ¥8.77 trillion (US$ 102.37 billion). With a strong commitment to developing exciting and innovative products for everyone, Nissan delivers a comprehensive range of 64 models under the Nissan and Infiniti brands A pioneer in zero-emission mobility, Nissan made history with the introduction of the Nissan LEAF, the first affordable, mass-market, pure-electric vehicle and winner of numerous international wards, including the prestigious 2011 European Car of the Year and 2011 World Car of the Year. For more information about our products, services and commitment to sustainable mobility, visit our website: http://www.nissan-global.com/EN/.


Corporate Communication Department
Nissan Mexicana
Phone: 5628-2727, ext. 4043 and 4046

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