Market positioning clarifies
where we compete
Our market strategy is anchored around lead markets: Japan, the United States, and China, each with clearly defined roles and dual responsibilities.
Experience, technology, and trust
Japan will lead in autonomous driving technologies and new mobility services. We are reinforcing heritage nameplates, expand SUVs, and we will introduce an efficiently developed compact car series to close portfolio gaps from fiscal year 2028. Customer expansion remains a priority, with younger customers addressed through the right products and clearer communication. We are targeting 550 thousand units by fiscal year 2030.
Scale and profitability engine
Our ambition is to reach sales of one million units by fiscal year 2030, driven by a stronger mix and investment that reinforces profitability as scale improves.
Localization is a critical enabler, strengthening competitiveness, improving cost resilience, and reducing exposure to tariff and policy volatility.
Speed, cost, and global competitiveness
We will continue to execute our strategy, strengthening local relevance through new energy vehicles and light commercial vehicle lineups. Our sales target is one million units by fiscal year 2030.
China becomes a global innovation and export hub, leveraging speed, cost discipline, and advanced battery electric vehicle and hybrid electric vehicle capability.
While lead markets drive performance, highly valued markets build momentum, and the broader market footprint secures Nissan's scale.
Mexico and the Middle East are positioned as highly valued markets. Mexico's role is reinforced as an export hub across the Americas and the Middle East.
Europe plays a critical role as a central platform for electrification including e-POWER anchored in its EV manufacturing footprint and partnerships with Renault.
India and Africa are longterm market-development, with a focus on building relevance and presence as demand evolves.
Oceania is a mature market with a strong pipeline of product renewals and a sharper, more customer-focused SUV and pickup lineup.
ASEAN remains an important part of our global footprint, with plans to expand e-POWER and selectively introduce new energy vehicles overtime.
In LATAM, our ambition is to sustain momentum in growing markets like Brazil, supported by an aggressive product strategy with 40% of the portfolio renewed by the end of 2026 and nearly all by the end of 2027.
