Copyright FOURIN, Inc. 2023
Nissan Motor’s 2022 Sales Results of Automobiles in the United States
Nissan Motor's vehicle sales in the United States in 2022 dropped 25.4% year-on-year to 729,350 units due to supply disruptions, falling to half of the past 10 years’ peak level of 1,593,464 units in 2017. In 2017, under the leadership of Chairman Carlos Ghosn, with the goal of becoming the world's top automobile sales company, Nissan adopted a policy of prioritizing sales scale. However, since the arrest of Chairman Ghosn in 2018, Nissan has globally promoted a strategy shift that places priority on profits, such as reducing excess production capacity and shifting from an emphasis on scale to an emphasis on profits. In the United States as well, Nissan has changed its strategy, reducing fleet sales with low profit margins, putting the brakes on the loss of brand value, and refraining from excessive discount sales in order to rebuild brand value.
As a result, Nissan's average sale price per unit in the United States rose from 29,000 USD in March 2021 to 37,000 USD in December 2022. Meanwhile, the average incentive amount per vehicle was reduced from over 3,000 USD as of March 2021 to just over 1,000 USD in December 2022. As a result, profitability was steadily increasing in 2022, with the operating profit margin of Nissan’s North American business exceeding 10% in the July-September quarter of 2022.