Nissan Targeting 10 Percent Market Share in U.S. By 2016

As Nissan readies a salvo of new models for launch, the automaker also hopes to increase its market share to 10 percent in the U.S. between 2015 and 2016, according to Detroit Free Press. While Nissan enjoyed 7.4 percent of the market last year, the brand could increase that number with help from its upcoming new models.

A Nissan spokesman told us that 10 percent market share wasn’t the ultimate goal, but it is the company’s focus this year as it charges ahead with a “huge product push.” That barrage of new products starts with debuts of new models like the 2013 Nissan Altima and 2013 Nissan Pathfinder, and will continue with a new Sentra compact sedan by the fourth quarter of this year, with replacements for the compact Rogue crossover and Versa hatchback next year.

“There’s an enormous opportunity for Nissan,” IHS Automotive analyst Rebecca Lindland said to Detroit Free Press. “Consumers are very open to new brands and products right now, but the competition is fierce.”

In the competitive midsize sedan category, every major model has been replaced within the last two years or is about to be redesigned, with the new Chevy Malibu, Honda Accord, and Ford Fusion all arriving this year. Nissan hopes to gain an edge over the competition with the Altima’s 38 mpg highway fuel economy, but even with that car’s class-leading fuel economy, IHS Automotive is less optimistic than Nissan about the company’s future, expecting market share to reach 7.8 percent at its peak in 2013 before dropping to 7.1 percent in 2015.

Still, Nissan believes the Altima’s success will carry the automaker to its goals, and that the model will set the tone for the whole brand. In May 2012, sales of the outgoing Altima were down 11.1 percent, but with 22,690 units sold, the midsizer remains by far Nissan's most popular vehicle. If Nissan's new entries in the popular compact sedan, midsize sedan, and compact crossover classes are well-received, the automaker might just have what it takes to grab 10 percent market share by 2016.

Source: Detroit Free Press

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