Terwijl de verkoopcijfers van Nissan en Infiniti opnieuw dalen, blijft Automaker prikkels krimpen


Byon November 4, 2019

You have to hand it to Nissan. Despite holding a continually declining share of new-car sales in the U.S., the automaker is sticking to its plan to firm up its financial footing.

That means holding the line on incentives and fleet sales — a practice it once revelled in back when the company pushed volume above all else.

Nissan brand sales fell 3.7 percent, year over year, in October, and the Infiniti brand staged a repeat of a performance we’ve grown used to in 2019. Its sales fell 23 percent last month. Year to date, Nissan volume is down 6 percent, with Infiniti posting a 17.1-percent loss.

Sales started to tumble last year as the automaker, finding itself under increasing financial pressure, pulled a U-turn on its sales strategy. However, new model introductions didn’t fill the void. The redesigned Altima eked out a narrow YoY win last month, but the model — now available with all-wheel drive — is still down compared to this time last year. Infiniti’s new compact QX50 crossover flopped badly after its 2018 introduction; sales of that innovative vehicle fell 53.5 percent in October, with volume down some 20.9 percent since the start of the year.

On a YTD basis, the only vehicles in the Nissan fold to show any buoyancy are the flagship QX80 SUV (up 1.4 percent), the midsize QX60 crossover (up a scant 0.1 percent), and the subcompact Kicks (which has the mathematical benefit of being introduced in June 2018). Overall, Nissan Group sales are off 7 percent through the end of October. Making matters worse, the automaker’s average transaction price fell 1.1 percent last month, compared to a 2.7-percent increase for the industry.

As for incentives, Nissan hasn’t taken off the wet blanket. According to data from ALG, Nissan’s incentive spend per unit was down 3 percent last month, compared to an industry that saw incentive spend rise an average of 4.7 percent. That said, the dollar value of Nissan’s spiffing outranked the industry average ($4,196 versus $3,767). Nissan incentives rose 2.7 percent in September following a 4.9-percent decrease in August.

Leading the pack among incentive increases last month were Fiat Chrysler and General Motors (both up 11 percent) and Honda (up 10 percent).

[Image: Nissan]


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