Summary
In the recent past product quality of the Quest, Armada and Titan here North America have tarnished Nissan's image.
New small car designs are getting some attention.
Costs and the Yen exchange rate are hurting profitability.
Success in this market requires hard work and a strong brand image. Nissan is not quite the strong brand that Toyota and Honda are.
Analysis
Nissan has struggled in recent years to grow market share in North America. Product quality issues, starting with the Quest, then the Armada and Titan vehicles designed for the local market took them away from their roots in small, fuel efficient cars and trucks to more "American" type vehicles. While they still offer their core products they are not producing many of those locally. Cost and the Yen exchange rate have hurt their profitability. Recent new designs are catching attention from the motoring press. However, their market share remains in a stagnant position.
This author consults with leading institutions through GLG
Analyses are solely the work of the authors and have not been edited or endorsed by GLG.
