Nissan crisis 3.0: Strategic error leads to sales slump in U.S.

Without large cars and hybrids in its range, carmaker resorts to low pricing

Nissan is facing managerial difficulties due to sluggish sales in its largest market, the U.S. (Photo by Sae Kamae and Reuters)

SAYUMI TAKE and YUICHI SHIGA, Nikkei staff writers

December 11, 2024 18:30 JST

TOKYO -- A month after Nissan Motor admitted to a slump in business, experts agree the carmaker must revamp its operations in the U.S., where it has struggled to meet changing demands and is regarded as an unremarkable and inexpensive marque.

This is the company's third existential crisis and has seen 9,000 jobs cut and an executive reshuffle. The company became part of France's Renault Group in 1999 after years of poor sales. In 2018, it was convulsed by the arrest of Carlos Ghosn, its Brazilian-born chairman and CEO, for alleged financial misconduct.