Nissan will continue to gain U.S. market share, but Chairman of the Americas Carlos Tavares forecasts slower industry growth ahead.
For the Japanese fiscal year ending March 31, 2012, U.S. light-vehicle sales will rise to 12.3 million for the industry, Tavares said yesterday in Detroit. He did not predict U.S. volume for the year ending March 31, 2011.
Most analysts expect sales for 2010 to end up close to 11.5 million, compared with 10.4 million for 2009.
But Tavares said both Nissan and Infiniti brands would post double-digit increases for October, continuing growth that has averaged a combined 16 percent through nine months.
Nissan brand's new “Innovation for All” U.S. advertising campaign is generating greater consumer awareness and purchase consideration since it started in October, he said.
“We already have more than 25 percent improvement among consumers in favorable impressions, purchase consideration and purchase intention,” Tavares said.
When Nissan starts selling its Leaf pure electric vehicle in five U.S. markets in December, the car will become the “demonstration flag” of the new innovation campaign, he said.
Said Tavares: “Ninety percent of those who have reservations for the Leaf are not Nissan owners, so the car is a fantastic conquest tool.”