Nissan's Sales in China Drop by 25.88%, Management Adjustments Underway

[PCauto] In April 2025, Nissan announced its latest sales data for the Chinese market, revealing that its downward trend remains unaddressed. March sales totaled 44,409 units, marking a significant year-on-year decline of 25.88%. Cumulatively, first-quarter sales reached 121,335 units, reflecting a year-on-year drop of 27.47%.

Looking back, the peak year for Nissan's sales in China was 2018, when the company sold 1.56 million vehicles, representing a 2.9% increase compared to the previous year. This achievement made China Nissan's largest single market, surpassing the U.S.

That year, one of Nissan's joint ventures in China, Dongfeng Nissan, also recorded its best-ever performance, selling 1.16 million units, up 3.9% from the previous year, averaging 290,000 units sold each quarter. In contrast, Nissan's current quarterly sales have plummeted by more than half compared to its peak performance.

Despite the overall sales decline, Nissan has seen growth in certain vehicle segments. In March, sedan sales reached 24,746 units, a month-on-month increase of 37%, with the Sylphy series contributing 20,784 units. SUV sales totaled 13,256 units, up 47% from the previous month, with the Qashqai series emerging as a core pillar with sales of 6,702 units.

In terms of brand performance in China, Nissan, Venucia, and Infiniti collectively sold 40,263 units in March, reflecting a year-on-year decline of 28.72% and serving as a major drag on overall performance. Nissan's management believes that the rising preference for electric vehicles among Chinese consumers has hastened the decline of traditional gasoline-powered cars, while Nissan's pace of electrification has lagged behind.

On the other hand, Nissan is making adjustments to its executive management to enhance operational efficiency. Former CEO Makoto Uchida stepped down on March 31, with Iván Espinosa taking over the role. Concurrent adjustments to the management team in China include Masashi Matsuyama, former Vice President of China Strategy & Special Projects at Nissan and General Manager of Nissan (China) Investment Co., Ltd., who will now serve as the Executive Officer for Manufacturing Strategy and Partnerships. Shinkichi Izumi, the former Executive General Manager at Nissan (China) Investment Co., Ltd., will take over as General Manager of Nissan (China) Investment Co., Ltd., reporting directly to members of Nissan's Executive Committee, CEO of Nissan Motor Corporation and Nissan China's Management Committee, including Stephen Ma, President of Dongfeng Motor Co., Ltd.

The changes in leadership positions in Japan and China are aimed at strengthening decision-making capabilities. This reshuffling is interpreted as a signal that Nissan is accelerating its efforts to adapt to changes in the Chinese market, which may also affect its strategic positioning in global markets.